personally, i don't watch enough tv to have cable and use an appletv on a restricted vlan (no internet to the tv) to watch streaming services, but also will occasionally watch broadcast tv OTA. google is completely blocked at the firewall.

it's the least bad option right now (that still allows you to watch just about any content), not a great long-term one. as apple establishes itself more and more in the content business, i'm sure they'll eventually succumb to more invasive tracking and targeting for advertisers as well.