Walmart Bets on MrBeast and Holiday Movies in Streaming
Views of Vizio's (Walmart) WatchFree+ grew 58% year over year, with a reach of 27 million devices. The platform will add 40 creator channels, including MrBeast, and its first original film.
Views of the WatchFree+ streaming service, owned by Walmart through its acquisition of Vizio, grew 58% year over year in the second quarter. Vizio presented these internal figures during Advertising Week New York, where it announced a major investment in developing free platform television.
What's New on WatchFree+?
The service is expanding its library of live and on-demand content through partnerships with MGM, NBCUniversal, Disney, A&E and A24. In addition, Vizio will add free ad-supported channels from 40 digital creators — spanning comedy, food, gaming, family, lifestyle, sports and travel content.
Among the channel creators are MrBeast, Celine Dept, Hot Ones, The Royalty Family, Ben Azelart, Ryan Trahan, Nick DiGiovanni, Preston Playz, Rebecca Zamolo, Sam and Colby and Uncle Roger. Exclusively on the platform, viral chocolatier Amaury Guichon will release a new show — Holiday Chocolate Workshop.
Why Does Walmart Need Streaming?
"In the 24 months since Walmart's acquisition, we have worked hard to connect the biggest screen in the home with the world's largest retailer," said Adam Bergman, head of advertising and data sales at Vizio. He emphasized: "Together with our Walmart colleagues, we sit at the intersection of streaming, content, commerce and advertising, which creates entirely new opportunities for brands."
Vizio sees WatchFree+ as an advertising channel for Walmart suppliers and marketplace sellers. According to third-party data presented by Vizio, 39% of the service's users have an annual household income above $100,000.
First Original Film for the Holidays
Vizio is launching feature film production. The first film — Jingle Bells Wedding Bells, starring Rachel Bilson and Scott Foley — will premiere during the holiday season. The producers are ITV America Nashville and Happy Accidents, with insurance company Geico as the project's sponsor. On Valentine's Day, the platform will air the romantic comedy Love on Location.
"With these films, we're taking genres audiences already love and elevating them through premium talent, high production value and smart storytelling," said Ashley Hovey, head of WatchFree+.
Why Is the Audience Growing?
WatchFree+ offers more than 45,000 movies and TV series, as well as over 400 live and local channels. The service's reach hit 27 million devices — up 25% year over year, partly driven by growing sales of Vizio smart TVs.
"The streaming explosion has given us an abundance of content, but many viewers are stuck in choice paralysis," Hovey noted. According to her, "with the rising cost of streaming subscriptions, it's no surprise that audiences are increasingly turning to free TV."
"Today's audiences seek entertainment not only through traditional television: people follow creators on social media and bring those viewing habits into streaming," Hovey added.
Source: Adweek
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