It's not clear to me what data they are talking about? They talk about things like Apple TV and users content viewing habits but what info does an ISP even have

It's not clear to me what data they are talking about? They talk about things like Apple TV and users content viewing habits but what info does an ISP even have about that other that things like time, data usage, what IP they connect to, etc? The really valuable things like what kind of content the users are watching is encrypted by TLS. Seems like a really silly statement to me.