Observed Signal · Oct 7, 2026 · Product Launch · Source: Adweek · Impact: 4/5 · Sentiment: Positive
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.
This is a significant move by Walmart/Vizio to leverage original content and creator channels to grow its ad-supported streaming platform, which directly impacts the CTV advertising landscape. It demonstrates the convergence of retail media and streaming, offering new opportunities for advertisers to reach audiences.
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Key Takeaways & Evidence Grounding
- Walmart-owned Vizio is expanding WatchFree+ with new content partnerships from MGM, NBCUniversal, Disney, A&E, and A24.
- WatchFree+ will add free, ad-supported channels from 40 digital creators, including MrBeast and others.
- Vizio will produce its first original feature-length holiday film, 'Jingle Bells Wedding Bells', airing during the holiday season.
- WatchFree+ reaches 27 million devices, a 25% year-over-year increase.
- Viewing hours on WatchFree+ grew 58% year-over-year as of Q2.
- 39% of WatchFree+ users have household incomes over $100,000.
Connected Companies & Entities
7 Entities mapped“Vizio announced a significant investment in its WatchFree+ service......”
“Walmart-owned Vizio is adding major names to its roster of content......”
“WatchFree+ is adding more live and on-demand content through partnerships with NBCUniversal......”
“WatchFree+ is adding more live and on-demand content through partnerships with Disney......”
“WatchFree+ is adding more live and on-demand content through partnerships with A24......”
“WatchFree+ is adding more live and on-demand content through partnerships with MGM......”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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...
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).
State of Streaming Adds WatchFree+ Profile
State of Streaming's publisher page lists WatchFree+, Vizio’s built-in free streaming app. The page identifies WatchFree+ as offering 250+ live channels on Vizio SmartCast TVs and shows corporate details: Parent listed as Walmart Inc., headquarters in Irvine, CA, and founded in 2020. The directory entry links to related corporate properties (Vizio Streaming App, Walmart Connect DSP) and notes there is no editorial coverage yet for WatchFree+ on the site.
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