Vizio, the connected TV platform Walmart bought for $2.3 billion in 2024, is leaning on creators to win a bigger share of CTV ad budgets. According to Marketing Dive, Vizio is launching more than 40 creator-led channels on WatchFree+, its free ad-supported streaming (FAST) service.
The new channels cover gaming, comedy, food, lifestyle, sports and travel. The roster includes MrBeast, Ryan Trahan, Nick DiGiovanni, Uncle Roger and others, plus a partnership with First We Feast's "Hot Ones."
Walmart Connect is partnering with Warner Bros. Discovery on private marketplace deals inside Walmart DSP, bringing Walmart audiences to live TV advertising for the first time. It has a similar arrangement with Spotify, and Vizio inventory sold through Yahoo DSP via Magnite has moved from proof of concept to alpha testing. Walmart Connect revenue, excluding Vizio, grew 43% year over year in Q2.
The pitch combines retail data, CTV reach and creator content in one package. Brands can place ads inside creator programming viewers already like, then connect exposure to Walmart purchase signals. When planning CTV and streaming budgets, it is worth asking which commerce data each platform can tie back to outcomes.
For more on the creator shift, see Creators are now the center of the campaign. For an example of linking TV ads to purchases, read How Revlon used Amazon interactive video ads.
Vizio's free ad-supported streaming service, with more than 45,000 movies and shows and over 400 live and local channels.
MrBeast, Ryan Trahan, Nick DiGiovanni, Uncle Roger and others, plus a partnership with "Hot Ones."
Brands get integration opportunities in creator channels and originals, and Walmart Connect lets them apply Walmart audience data to CTV and live TV buys.
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