1-3% of users might not be enough people, but what is the break-even % of people to justify adding a cheap cellular modem? 5%? 10%?
You are likely not even doubling the cost of the data collection operation. We’re talking under $0.50 in additional hardware per unit, with a relatively low data usage requirements. The servers to collect that data are likely already more expensive, and you can easily sell user viewing habits for way more than $1/month/user. You can use a prepaid low usage data-only eSIM with global roaming for less than $5/year, only renew it for the devices that don’t get hooked up to a user’s WiFi. If it was only needed for 5% of the users, or 1 in 20, you could still get a ROI of under a year.
With a device life of 5+ years, it’s definitely much more than a rounding error. Keep in mind the profits go directly to the manufacturer, so it’s a % of product cost in origin, not of MSRP… which is pretty much the reason why all manufacturers have jumped onto the data collection bandwagon in the first place.