This disclosure provides a television user identity identification method and a television terminal, a two-dimensional code including a local service access address is displayed so that a user terminal accesses the local service access address after scanning the two-dimensional code, the IP of the user terminal accessing the local service is obtained; and the user identity is identified according to the IP. That is, the local service access address is carried by the two-dimensional code, the IP of the user terminal is obtained when a user scans the two-dimensional code to access the local service, and then the device identifier in the router is queried according to the IP, and the identity of the user can be obtained according to the device identifier, thereby solving the problem that the television media cannot effectively obtain the identity of the user and thus cannot perform targeted marketing promotion, resulting in poor television user experience, serious user loss, and so on.