Walmart-owned smart TV maker Vizio is significantly expanding the content roster on its free, ad-supported streaming service, WatchFree+, in a strategic push designed to unlock fresh, high-value opportunities for advertisers.
The announcement, rolled out during a breakfast event at Advertising Week New York, highlights a major investment in WatchFree+ programming. The updates span high-profile studio partnerships, an aggressive rollout of creator-led channels featuring internet heavyweights like YouTube star MrBeast, and the platform’s first-ever original feature-length film tailored for the holiday season. WatchFree+ operates as Vizio’s ad-supported streaming destination, offering both live television and on-demand entertainment directly on Vizio smart TVs and mobile devices.
The timing aligns with broader retail media strategies. Walmart and Vizio leadership discussed their streaming investments during concurrent events at Advertising Week, underscoring the retail giant’s growing ambitions in the connected television (CTV) advertising space.
"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," said Adam Bergman, head of advertising and data sales for Vizio, during the New York event. "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."
Expanding the Content Ecosystem
As part of its major programming push, WatchFree+ is bolstering its live and on-demand library through substantial content partnerships with major entertainment powerhouses, including MGM, NBCUniversal, Disney, A&E, and A24. This influx of traditional studio content is intended to give viewers a broader array of movies and television shows without requiring a paid subscription bundle.
Beyond traditional Hollywood fare, Vizio is heavily leaning into the creator economy. The platform plans to introduce free, ad-supported streaming channels from 40 digital content creators spanning a wide variety of popular verticals, including comedy, food, gaming, family entertainment, lifestyle, sports, and travel.
The initial lineup of creator channels features prominent digital personalities. Alongside MrBeast, the roster includes Celine Dept, Hot Ones, The Royalty Family, Ben Azelart, Ryan Trahan, Nick DiGiovanni, Preston Playz, Rebecca Zamolo, Sam and Colby, and Uncle Roger. Additionally, the platform will exclusively host a brand-new series from viral chocolatier Amaury Guichon titled Holiday Chocolate Workshop.
Ashley Hovey, head of Vizio WatchFree+, emphasized that the inclusion of digital creators reflects shifting consumer habits, particularly among younger and more digitally native audiences who split their time between social platforms and living room screens.
"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," Hovey said. "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."
Venturing Into Original Feature Films
In a notable evolution for a smart TV operating system and streaming app, Vizio is also stepping into the realm of original, feature-length movie production.
The platform’s inaugural holiday feature, Jingle Bells Wedding Bells, stars recognizable television actors Rachel Bilson and Scott Foley and is slated to air during the upcoming holiday shopping and viewing season. The production is a collaborative effort helmed by ITV America Nashville and Happy Accidents, with major corporate backing secured through a presenting sponsorship from insurance giant Geico.
Following the holiday release, Vizio plans to keep the momentum going by airing another feature-length romantic comedy on WatchFree+ timed for Valentine’s Day, titled 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 noted, pointing to the strategy of combining familiar comfort viewing with elevated production standards to attract both viewers and advertisers.
An Advertising Engine for Walmart
Behind the entertainment expansion lies a sophisticated commercial strategy. Vizio executives see WatchFree+ as a powerful vehicle for Walmart’s core product suppliers and third-party marketplace sellers to reach desirable, high-income consumers directly on connected TVs.
According to third-party data presented by Vizio, an impressive 39 percent of WatchFree+ users report household incomes exceeding $100,000, presenting an attractive demographic for brand advertisers looking to drive measurable consumer action.
WatchFree+ currently boasts a vast content library consisting of more than 45,000 movies and television shows, alongside over 400 live and local channels. As the service has steadily expanded its content offerings—including targeted programming designed to promote products sold across Walmart’s retail ecosystem—audience engagement has surged. Vizio’s internal data indicates that viewing hours grew by 58 percent year-over-year as of the second quarter.
Furthermore, the platform’s hardware footprint continues to expand. WatchFree+ now reaches 27 million devices, marking a 25 percent year-over-year increase driven by steady sales growth of Vizio smart TVs.
Industry executives attribute this rapid adoption to shifting consumer sentiment regarding the economic realities of digital entertainment. As media fragmentation increases and legacy cable bundles become increasingly expensive, audiences are looking for relief from subscription fatigue without sacrificing premium viewing experiences.
"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."
