Walmart-owned Vizio is adding major names to its roster of content as it aims to boost opportunities for advertisers.
Vizio announced a significant investment in its WatchFree+ service, including new programming partnerships, creator-led channels including one from YouTube creator MrBeast, and its first original feature-length film timed for the holidays. WatchFree+ is Vizio’s ad-supported, free streaming service of live and on-demand content that is available on Vizio TVs and mobile devices.
Walmart and Vizio leaders discussed their content investments during a breakfast event during Advertising Week New York. Walmart leaders discussed its streaming investments at a separate event.
“In the 24 months since we’ve been acquired by Walmart, we’ve been hard at work connecting the biggest screen in the home to the biggest retailer in the world,” Adam Bergman, head of advertising and data sales for Vizio, said. “Together with our peers at Walmart, we are uniquely positioned at the intersection of streaming, content, commerce, and advertising that creates entirely new opportunities for brands.”
WatchFree+ is adding more live and on-demand content through partnerships with MGM, NBCUniversal, Disney, A&E, and A24. Additionally, Vizio plans to add free, ad-supported channels from 40 digital creators across comedy, food, gaming, family, lifestyle, sports, and travel to the service.
The creator channels will include MrBeast as well as Celine Dept, Hot Ones, The Royalty Family, Ben Azelart, Ryan Trahan, Nick DiGiovanni, Preston Playz, Rebecca Zamolo, Sam and Colby, and Uncle Roger. It will also exclusively host a new series from viral chocolatier Amaury Guichon called Holiday Chocolate Workshop.
“Today’s audiences don’t just discover entertainment through traditional television; they’re following creators on social, engaging with personalities across platforms, and bringing those viewing habits with them into streaming,” said Ashley Hovey, head of Vizio WatchFree+. “It’s just another way of bringing the entertainment they already love to the biggest screen in the home, while building WatchFree+ into a destination for creators, personalities, and entertainment they already engage with every day.”
Vizio is also getting into original, feature-length films. The first film, Jingle Bells Wedding Bells, stars Rachel Bilson and Scott Foley and will air during the holiday season. It will be produced by ITV America Nashville and Happy Accidents. Geico is the presenting sponsor of Jingle Bells Wedding Bells.
Vizio also plans to air a feature-length rom-com on WatchFree+ for Valentine’s Day called Love on Location.
“With these films, we’re taking genres audiences already love and elevating them with premium, top-tier talent, high production value, and smart storytelling,” Hovey said.
An advertising engine for Walmart
Vizio sees potential in WatchFree+ for Walmart’s core suppliers and marketplace sellers to reach high-income consumers. Thirty-nine percent of WatchFree Plus users have household incomes over $100,000, according to third-party data presented by Vizio.
WatchFree+ offers more than 45,000 movies and shows as well as more than 400 live and local channels. As the service has expanded its content offerings, including content made to promote products sold at Walmart, viewing hours have grown 58% year-over-year as of the second quarter, according to Vizio’s internal data.
WatchFree+ reaches 27 million devices, a 25% year-over-year increase as sales of Vizio smart TVs have also grown, according to Vizio.
“The explosion of streaming has given us an abundance of content to watch wherever we want, but it’s also lost a lot of viewers stuck in decision paralysis,” Hovey said. “When you add in the rising cost of the streaming bundle, it’s no surprise that audiences are increasingly turning to free TV.”
