Challenging Amazon: Walmart’s Vision for the Future of Subscription Streaming

The retail giant Walmart is stepping up its game in the streaming space, positioning itself as a formidable rival to Amazon. With its acquisition of Vizio and a growing focus on subscription services, Walmart is laying the groundwork to redefine its role in digital entertainment. By blending its retail strength, advertising acumen, and hardware capabilities, the retail giant aims to claim a significant stake in streaming subscriptions.

Walmart’s $2.3 Billion Leap into Streaming Subscriptions

The cornerstone of Walmart’s streaming strategy lies in its $2.3 billion acquisition of Vizio, a leading Smart TV manufacturer. With this move, Walmart enters the hardware space and gains access to Vizio’s proprietary operating system, SmartCast, and its Vizio Account subscription platform. These assets allow Walmart to aggregate streaming subscriptions, providing users with the convenience of managing multiple SVOD services in one place.

While Vizio is not yet a dominant force in the streaming market, Walmart’s extensive resources and reach could transform it into a powerful player. By leveraging Vizio’s automated content recognition technology, Walmart Connect—Walmart’s advertising division—will gain valuable data insights, boosting the retailer’s ability to serve targeted ads and increase revenue.

By incorporating Vizio’s subscription platform into its retail ecosystem, Walmart is making a decisive move to establish itself as a competitive force in the digital content market, directly challenging Amazon Channels’ long-standing dominance in streaming aggregation.

Building an Advertising Streaming Powerhouse

Walmart’s broader streaming ambitions are closely tied to its Walmart+ membership program, which already offers perks like free shipping and discounts. In a strategic partnership with Paramount, Walmart+ subscribers also gain access to an ad-supported tier of Paramount+. This inclusion of streaming content serves as an enticing incentive to grow Walmart+ membership, directly challenging Amazon Prime’s dominance. As Walmart+ membership grows, so does the potential for increased streaming subscriptions, generating valuable ad revenue and consumer data that benefit both Walmart and Paramount through their partnership.

However, Walmart’s plans extend far beyond a single streaming service. With Vizio in its portfolio, the company can scale up its subscription marketplace, offering access to multiple SVOD platforms. This diversification creates a dual advantage: additional ad revenue from the streaming services and a wealth of consumer data that can enhance Walmart’s advertising strategies.

Samsung TV Plus: Rising Star in the Free Streaming Revolution

As Walmart and Amazon intensify their rivalry in the streaming space, another contender is quietly reshaping the market: Samsung TV Plus. While Walmart leverages its retail power and Amazon builds on its e-commerce dominance, Samsung capitalizes on its unrivaled presence in the Smart TV market to expand its free ad-supported streaming television (FAST) platform. With 88 million global monthly active users, Samsung TV Plus surpasses competitors like Tubi, with 80 million users, in reach and reflects a broader shift in consumer preferences.

Samsung’s dominance in the Smart TV market, with 26.6 million U.S. households owning Samsung Smart TVs, reinforces its competitive advantage. The platform’s user growth in September 2024 to 0.61% of U.S. TV viewing, a notable increase from the previous two months, signals rising engagement potential. Although Samsung’s FAST platform does not yet match Tubi’s or The Roku Channel’s viewing time (at 1.7% and 1.6%, respectively), its broad reach and pre-installed app position Samsung TV Plus for continued growth, particularly as more households adopt Smart TVs.

According to recent research, 79% of U.S. homes owned a Smart TV in early 2024, with 62% of users streaming weekly. This trend suggests Samsung TV Plus and other integrated FAST services are well-positioned to capture consumer attention, especially as streaming fatigue pushes viewers toward free options.

As streaming fatigue grows and viewers increasingly seek free alternatives, platforms like Samsung TV Plus and Walmart+, bolstered by pre-installed accessibility and rising engagement, redefine how streaming is consumed—and who profits from it.

The Decline of Linear TV: Walmart’s Opportunity

Walmart’s aggressive push into streaming comes when traditional linear TV is rapidly declining. Legacy media companies, including Disney, Warner Bros. Discovery, and NBCUniversal, are witnessing plummeting ad revenues as advertisers shift their budgets to digital platforms. In contrast, Walmart’s retail-first approach provides a unique advantage.

Unlike traditional media companies, Walmart does not rely solely on content creation. Instead, its strategy focuses on the interplay between hardware, software, and retail. By positioning Vizio TVs as affordable entry points to its streaming ecosystem, Walmart can attract cost-conscious consumers while recouping losses through ad revenues and subscription fees.

Moreover, the decline of linear TV has left a vacuum in the advertising market, one that Walmart is eager to fill. By integrating its retail data with Vizio’s technology, Walmart has the tools to offer highly targeted advertising, making it an attractive partner for brands seeking alternatives to legacy platforms.

Competing with Amazon: What Sets Walmart Apart

While Amazon’s e-commerce dominance and robust Prime ecosystem make it a formidable competitor, Walmart’s approach brings its own strengths. Walmart+ appeals to a similar consumer base but adds a retail advantage with in-store benefits. The acquisition of Vizio also gives Walmart control over both hardware and software, allowing it to innovate in ways Amazon cannot easily replicate.

For instance, Walmart’s ability to position Vizio TVs as loss leaders, sold at low margins or even below cost, enables it to grow its user base while monetizing through advertising and subscriptions. This strategy mirrors Amazon’s approach with its Fire TV devices but adds the benefit of Walmart’s massive retail footprint.

Additionally, Walmart’s deep partnerships with brands and advertisers give it a competitive edge in the ad-supported streaming space. By offering advertisers access to both retail and streaming data, Walmart can provide insights unmatched by pure-play tech companies.

Walmart’s Technological Gap

Despite its potential, Walmart faces challenges in becoming a streaming juggernaut. Vizio’s SmartCast, while functional, has faced criticism for its user experience, and its share of the subscription market remains small. To truly compete with Amazon and Roku, Walmart will need to invest heavily in improving its technology and expanding its ecosystem of streaming partners.

With an ongoing Federal Trade Commission investigation, regulatory scrutiny also looms over the Vizio acquisition. However, with a favorable political climate, Walmart will unlikely face significant roadblocks in completing the deal.

Looking ahead, Walmart’s success will depend on its ability to integrate Vizio’s capabilities seamlessly into its broader ecosystem. This means improving the user experience on Vizio devices, forging partnerships with additional streaming platforms, and leveraging its retail network to drive adoption.

Source：filmtake