Observed Signal · Oct 7, 2026 · Market Signal · Source: Deadline · Impact: 4/5
Walmart-Owned Vizio Sets Original Film Starring Rachel Bilson And Scott Foley, Adds Film & TV Titles In Big Expansion
Smart-TV maker Vizio, which was acquired by Walmart in 2024, is bringing to market an original holiday movie and more programming from premium suppliers and creators in a major content expansion. The initiative, unveiled Wednesday during Advertising Week in New York, is designed to...
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Walmart's Vizio Bets on MrBeast, Holiday Films for Streaming
Walmart-owned Vizio is significantly investing in its free ad-supported streaming service, WatchFree+, to boost advertising opportunities for brands. The company announced new content partnerships with major studios including MGM, NBCUniversal, Disney, A&E, and A24, and will add creator-led channels from digital personalities such as MrBeast, Hot Ones, and others. Vizio is also producing its first original feature-length holiday film, 'Jingle Bells Wedding Bells,' starring Rachel Bilson and Scott Foley, with GEICO as presenting sponsor. These moves aim to attract high-income viewers and Walmart's suppliers and marketplace sellers to advertise on the platform. WatchFree+ has grown to reach 27 million devices, a 25% year-over-year increase, with viewing hours up 58% year-over-year.
Vizio profile: SmartCast, ACR and ad inventory
Vizio is a connected-TV streaming platform and device maker whose SmartCast OS and automatic content recognition (ACR) deliver glass-level viewing data across inputs. The platform offers home-screen and native ad placements, enabling high-impact ad inventory at the point of content discovery. Vizio operates the WatchFree+ FAST service and is part of the Walmart corporate family; Walmart completed an acquisition of Vizio in 2024. Historical milestones listed include Vizio’s 2002 founding (as AmTran Technology), a 2015 NYSE IPO (VZIO), a 2021 launch of WatchFree+, and the 2024 acquisition by Walmart for $2.3B. The publisher page aggregates State of Streaming coverage and links to related news items (e.g., home-screen ad takeovers with FOX, partnerships and product announcements).
Walmart's Vizio Deal Transforms TV Advertising Landscape
Adweek reports that Walmart’s acquisition of Vizio gives the retailer an operating system and direct access to living-room smart TVs, creating new opportunities for retail media beyond search and e-commerce placements. With Walmart already responsible for roughly a third of U.S. TV sales, preloaded TV OSes can connect content discovery, ads, payment credentials and commerce to enable shoppable, audience-targeted experiences on the home screen. Tinuiti ran audience-based campaigns in Walmart’s Vizio CTV beta in H2 2025, demonstrating the ability to layer retailer purchase data onto TV exposure. The upcoming 2026 World Cup and a refresh cycle for TVs are expected to expand CTV inventory and home-screen ad impressions, prompting marketers to plan for increased supply, experiment with interactive placements (sponsored discovery tiles, pause ads, home-screen placements) and adapt measurement for shortened click-to-cart purchase paths.
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