Dive Brief:
- Vizio, the connected TV platform owned by Walmart, has a slate of new entertainment offerings that provide advertisers additional opportunities to reach consumers, according to details shared with Marketing Dive.
- Among the new additions are more than 40 creator-led channels on Vizio’s free ad-supported streaming service, WatchFree+. The channels span a number of genres, and a diverse roster of creators includes MrBeast and viral chocolatier Amaury Guichon.
- Vizio also announced expanded premium programming partnerships and an original film, with Geico as presenting sponsor. At the same time, the Walmart Connect retail media network debuted new and expanded tie-ups with companies including Warner Bros. Discovery.
Dive Insight:
Walmart’s Vizio is vying for a stronger position in advertisers’ CTV strategies through expanded partnerships and fresh entertainment. The news sees the smart TV maker emphasizing creator content, an area that brands have increasingly prioritized, and comes as Vizio and the FAST service WatchFree+ report growing reach and engagement.
Vizio was acquired by Walmart in 2024 for $2.3 billion and is a key piece of the company’s plans to realize a full-funnel approach for advertisers. Vizio OS reached 32 million yearly active devices in the first half of 2026, up 20% versus the year-ago period, per data shared in release details. Viewing hours on WatchFree+ was up 58% YoY during the second quarter of the company’s fiscal year 2027. Broadly, CTV ad spend in the U.S. is expected to rise 11% in 2026 to $29.3 billion, according to the Interactive Advertising Bureau.
Over 40 new creator-led channels on the FAST service WatchFree+ will span genres such as gaming, comedy, food, lifestyle, sports and travel. Creators tapped for the effort include MrBeast — who has become something of an advertising staple — Celine Dept, The Royalty Family, Ben Azelart, Ryan Trahan, Nick DiGiovanni, Preston Playz, Rebecca Zamolo, Sam and Colby, Uncle Roger and more. A partnership with First We Feast’s “Hot Ones” is also on the roster.
Additionally, Vizio will release a creator-led series called “Holiday Chocolate Workshop” that will feature chocolatier Guichon and be available exclusively on WatchFree+. The series, which will follow Guichon and his team as they create larger-than-life holiday treats, will offer brand opportunities across streaming and social experiences, according to press details.
Expanded partnerships with MGM, NBCUniversal, Disney, A&E and A24 will help Vizio bring popular programming, like “The Good Doctor” and “Law & Order” to its platform. WatchFree+ offers over 45,000 movies and shows, and more than 400 live and local channels.
A WatchFree+ exclusive film, “Jingle Bells Wedding Bells,” will see Geico as a presenting sponsor. The film, which stars Rachel Bilson and Scott Foley, was produced by ITV America Nashville and Happy Accidents.
"Where people spend their time watching entertainment matters, and we want GEICO to be part of those moments," said Geico CMO Arianna Orpello in release details. "As viewing habits continue to evolve, partnerships like this give us new ways to connect with audiences through experiences they genuinely enjoy.
In other news, Walmart Connect, Walmart’s U.S. advertising arm, announced new ways to reach the retailer’s audience, including a partnership with Warner Bros. Discovery to offer advertisers private marketplace deals available in Walmart DSP. The move brings Walmart’s audiences to live television advertising for the first time, per announcement details.
Walmart Connect has entered a similar partnership with Spotify and is building on an existing relationship with Yahoo DSP to offer inventory for Vizio via Magnite, moving the initiative from a proof of concept phase to alpha testing. Walmart Connect revenue excluding Vizio grew 43% YoY in Q2 of its fiscal year 2027.
