U.S. retail giant Walmart (WMT) is ready to go head-to-head with Amazon (AMZN) Prime Video in the TV streaming wars.
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Walmart is now offering its members a video streaming benefit, known as Video Streaming Choice, as well as a new streaming partner in NBCUniversal’s Peacock. It will join longtime partner Paramount+, owned by Paramount Global (PARA) when the new service begins on September 15.
Channel Choice
From that date, Walmart+ members will be able to choose between a complimentary subscription to Peacock’s premium tier, or the Paramount+ essential plan. Subscribers can also switch between Paramount+ and Peacock every 90 days, if they so wish.
The deal also leaves open the possibility of Walmart adding other streaming services as potential options in the future.
“The additional option of Peacock Premium adds even more value and more choice to our membership, without raising the price,” said Deepak Maini, senior VP of Walmart+. “By offering the ability to switch between two top-tier video streaming services, we’re empowering our members to customize their entertainment experience and enjoy significant savings.”
Peacock shows include Sunday Night Football, Emmy-winning reality series The Traitors, and others such as The Paper.
Bigger Picture
The bigger picture, of course, is Walmart taking on Amazon in another battleground – the video aggregation space – as well as in other crucial areas of business such as e-commerce, delivery and AI.
At present, Walmart’s revenues are dominated by traditional areas such as grocery, but it is clearly committed to growing other sources – see below.
As with those other areas, Amazon will keep its rivalry with Walmart switched on. Last week, Amazon struck a deal to bring the ad-free version of NBCUniversal’s Peacock streaming service to Prime Video.
NBCUniversal, which is owned by Comcast (CMCSA), said the deal with Amazon is the first time its streaming content will be offered as part of a package of digital channels. Under terms of the deal, which is a distribution agreement, consumers will be able to access NBCUniversal shows on the Peacock app, as well as Amazon’s Fire TV and Prime Video streaming platforms.
The global video streaming market size was estimated at $129.26 billion in 2024 and is projected to reach $416.8 billion by 2030, growing at an annual rate of 21.5% from 2025 to 2030.
Is WMT a Good Stock to Buy Now?
On TipRanks, WMT has a Strong Buy consensus based on 29 Buy ratings. Its highest price target is $127. WMT stock’s consensus price target is $113.89, implying a 17.72% upside.
