Vizio Expands Creator Channels and Premium Partnerships to Compete for Connected TV Ad Spending

Vizio, the connected TV platform owned by Walmart, is making a strategic push into creator-driven content and expanded entertainment partnerships to attract advertising dollars. The moves include launching more than 40 new creator-led channels on WatchFree+, its free ad-supported streaming service, alongside fresh premium programming deals and an original film with Geico as the presenting sponsor.

Creator Channels and Exclusive Content

The new creator channels arriving on WatchFree+ will cover genres including gaming, comedy, food, lifestyle, sports and travel. The roster of participating creators spans MrBeast, Celine Dept, The Royalty Family, Ben Azelart, Ryan Trahan, Nick DiGiovanni, Preston Playz, Rebecca Zamolo, Sam and Colby, Uncle Roger and others. First We Feast's "Hot Ones" is also part of the lineup.

Vizio will also debut a creator-led series titled "Holiday Chocolate Workshop" featuring chocolatier Amaury Guichon, available exclusively on WatchFree+. The show will document Guichon and his team crafting elaborate holiday confections and will create brand integration opportunities across streaming and social platforms.

A WatchFree+ exclusive film called "Jingle Bells Wedding Bells," starring Rachel Bilson and Scott Foley, will feature Geico as presenting sponsor. ITV America Nashville and Happy Accidents produced the film.

Where people spend their time watching entertainment matters, and we want GEICO to be part of those moments. As viewing habits continue to evolve, partnerships like this give us new ways to connect with audiences through experiences they genuinely enjoy.

Geico CMO Arianna Orpello

Premium Programming Partnerships

Vizio has expanded its content partnerships with MGM, NBCUniversal, Disney, A&E and A24 to bring established programming to the platform. Shows like "The Good Doctor" and "Law & Order" will be available through these deals. WatchFree+ now offers more than 45,000 movies and shows, along with more than 400 live and local channels.

Growth Metrics and Market Context

Vizio OS reached 32 million yearly active devices in the first half of 2026, representing a 20% increase compared to the same period the prior year. Viewing hours on WatchFree+ climbed 58% year-over-year during the second quarter of Vizio's fiscal year 2027. The broader connected TV advertising market is projected to grow 11% in 2026 to reach $29.3 billion, according to the Interactive Advertising Bureau.

Walmart acquired Vizio in 2024 for $2.3 billion as part of its strategy to offer advertisers a comprehensive approach spanning retail and digital channels.

Walmart Connect Retail Media Expansion

Walmart Connect, the company's U.S. advertising division, announced new partnerships to extend reach across additional channels. A deal with Warner Bros. Discovery will provide advertisers access to private marketplace inventory through Walmart's demand-side platform, marking the first time Walmart's audiences will be available for live television advertising purchases.

Walmart Connect has also formed a similar partnership with Spotify and is advancing an existing relationship with Yahoo DSP to offer Vizio inventory via Magnite, progressing from a proof-of-concept phase into alpha testing. Excluding Vizio, Walmart Connect revenue grew 43% year-over-year in the second quarter of fiscal year 2027.