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Walmart is doubling down on its challenge to Amazon in the subscription and digital streaming arena, announcing a new benefit for its Walmart+ members: the ability to choose between streaming services. The retail giant has introduced a feature called “Video Subscription Choice,” with Peacock joining Paramount+ as streaming partners.
Starting this week, Walmart+ subscribers will be able to select either a complimentary subscription to Peacock Premium or the Paramount+ Essential Plan as part of their membership. Users will also have the flexibility to switch between the two services every 90 days, giving them greater control over their entertainment options.
This move expands on Walmart’s three-year partnership with Paramount+, which was the company’s first foray into offering premium streaming as part of Walmart+. Now, with Peacock on board, Walmart is signaling that it intends to broaden its appeal and carve out a space as a streaming aggregator, a position Amazon already occupies through its Prime Video ecosystem.
“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. This is just one of the many ways we’re evolving Walmart+ to meet the needs and wants of today’s consumer.”
The development also leaves the door open for Walmart to add even more streaming options in the future, further bolstering its offering and increasing the competitive pressure on Amazon.
For Peacock, the deal marks a shift in strategy. NBCUniversal’s streaming service has been expanding its reach through new bundle and distribution partnerships, with Walmart+ giving it access to one of the largest subscriber bases in the U.S.
“This expanded partnership strengthens our collaboration across the NBCUniversal enterprise with Walmart and gives Walmart+ members seamless access to the wide variety of Peacock’s entertainment offering,” said Matt Schnaars, president of platform distribution and partnerships, NBCUniversal. “Whether it’s live sports like the upcoming NBA season, Sunday Night Football, Emmy-winning reality series like The Traitors, original series including The Paper, or blockbuster films, Peacock has something for everyone.”
Paramount+ is also celebrating the milestone extension of its agreement with Walmart, a partnership that has been viewed as a success in driving new subscribers to the platform.
“Our partnership with Walmart has been a tremendous success in delivering Paramount+ as the first premium entertainment streaming service benefit for Walmart+ members,” said Ray Hopkins, president, U.S. distribution, Paramount. “We’re thrilled to celebrate this milestone anniversary with the extension of our partnership, continuing to bring blockbuster movies, iconic franchises, hit originals, and championship sports from our leading portfolio to one of the largest and most engaged member bases in the country.”
For Walmart, the expansion of its subscription service beyond free shipping, fuel discounts, and grocery perks is part of a broader strategy to take on Amazon Prime. By giving customers more entertainment options without raising prices, Walmart is positioning Walmart+ not only as a retail membership but also as a gateway to digital content—a strategy designed to win loyalty in a highly competitive subscription market.
