Walmart will soon expand its streaming offerings to its subscription members, with the retail giant announcing a new partnership with NBCUniversal’s Peacock on Monday.
Starting Sept. 15, Walmart+ subscribers can choose to receive ad-supported versions of Peacock Premium or Paramount+ as part of their membership. Every 90 days, Walmart+ members can switch between the two services.
“The additional option of Peacock Premium adds even more value and more choice to our membership, without raising the price,” said Deepak Maini, senior vice president of Walmart+, in a statement. “This is just one of the many ways we’re evolving Walmart+ to meet the needs and wants of today’s consumer.”
The move could appeal to consumers who feel overwhelmed by the different streaming choices and give them a chance to sample what each platform offers without dealing with additional cost.
Walmart+, which charges $98 for an annual plan, includes free shipping, free same-day delivery on groceries and prescriptions, gas discounts and other benefits. Adding more streaming content could help Bentonville, Ark.-based Walmart compete with Amazon Prime, though Walmart does not invest in original content, unlike the Seattle e-commerce behemoth.
Walmart declined to say how many people subscribe to Walmart+.
In 2020, Walmart launched Walmart+, which competes with Amazon’s $139 annual Prime membership. Prime offers perks such as free shipping and streaming series such as “The Summer I Turned Pretty” and “Reacher,” action movie “The Pickup” and NFL football games.
Last week, Amazon announced that Peacock Premium Plus, the streaming service’s ad-free version, would be available on Prime Video for an additional fee, along with 100 other subscription options in the U.S. Amazon also said it had a multiyear deal for the Peacock app to be available on its Fire TV in the U.S.
Walmart has had a spotty track record on its own streaming efforts and currently does not have its own streaming service or produce its own originals. In 2010, Walmart purchased video-on-demand service Vudu and in 2018 partnered with MGM to create original programming for the platform. The retailer later sold Vudu to Fandango in 2020.
Before that, Walmart launched a web store to sell movie and TV show downloads but shut it down in less than a year after its partner, Hewlett-Packard Co., discontinued the technology for the site after it underperformed.
