Observed Signal · Feb 25, 2026 · Partnership · Source: State of Streaming · Impact: 3/5 · Sentiment: Positive
Walmart Adds Peacock to Walmart+ Bundle
Walmart is expanding its Walmart+ subscription by adding Comcast’s Peacock Premium as an included streaming option alongside Paramount’s Paramount+ Essentials. Starting September 15, 2026, Walmart+ members (the annual price remains $98) can choose either Peacock Premium or Paramount+ Essentials at no additional cost; the offering also allows members to switch between the two services though the allowed switching frequency was not confirmed. The move builds on a Paramount partnership that began three years earlier and is positioned as a direct competitive play against Amazon Prime by increasing Walmart+ streaming benefits while keeping the same price. Paramount and NBCUniversal executives described the arrangement as a success and a way to reach Walmart’s large subscriber base.
Walmart’s inclusion of a major streaming service in Walmart+ strengthens its retail subscription offering and competitive position versus Amazon Prime, which impacts streaming distribution, subscriber acquisition and retail-driven bundling strategies relevant to advertisers and streaming platforms.
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Key Takeaways & Evidence Grounding
- Walmart is adding Peacock Premium as a streaming option to Walmart+.
- Starting September 15, 2026, Walmart+ members can choose Peacock Premium or Paramount+ Essentials at no extra cost.
- The annual price of Walmart+ remains $98 per year after the change.
- Walmart previously began a partnership with Paramount three years earlier; executives from Paramount and NBCUniversal commented positively on the arrangement.
Connected Companies & Entities
6 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Walmart+ Offers Year of Peacock or Paramount+ for $49
Walmart is running a limited-time promotion that lets new Walmart+ members purchase a one-year membership for $49 (half the regular $98 annual price). The discounted membership includes a complimentary year of either Peacock or Paramount+ in their ad-supported tiers at no additional cost. Walmart+ benefits highlighted include free grocery and general merchandise delivery from participating stores, free shipping with no-or-low minimums, fuel discounts up to $0.10 per gallon at participating stations, and early access to sales. The offer is available to new subscribers via Walmart’s website and mobile app and is positioned as a combined retail and streaming value bundle for cost-conscious consumers.
Walmart+ Adds Peacock Premium Plus Upgrade
Walmart+ members who choose Peacock as their included streaming benefit can now pay an additional monthly fee to upgrade to Peacock Premium Plus. The upgrade (available via the Walmart+ account hub) costs an extra $6 per month and adds features including limited-ad live sports (FIFA World Cup 2026, NFL Sunday Night Football, NBA, MLB, Premier League), access to Peacock Originals and library titles, a live feed of the local NBC station, and the ability to download content for offline viewing. The news was reported by Cord Cutters News (author: Jess Barnes) on June 23, 2026.
Walmart+ and Sam's Club Plus Now Bundled for $10/Month
Walmart has introduced a combined membership merging Walmart+ and Sam's Club Plus for $120 per year, available starting October 20, 2026. This bundle saves customers nearly $100 compared to buying the memberships separately, offering benefits such as free delivery, members-only pricing, 2% Sam's Cash, fuel discounts of 10 cents per gallon at over 17,000 stations, and a choice between Peacock and Paramount+ streaming. Existing members can switch or link accounts, with Walmart+ annual members able to upgrade for an additional $22 and Sam's Club Plus members activating Walmart+ at no extra cost. Walmart expects no material impact on its financial guidance. The move intensifies competition with Amazon Prime and Costco, leveraging Walmart's vast physical footprint to attract cost-conscious consumers seeking consolidated retail and streaming benefits.
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