# Vizio Expands Creator Channels and Programming to Capture Connected TV Ad Spend Walmart-owned smart TV platform leverages creator content and studio partnerships for ad growth. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-10-12 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/6b4dbbcb-22c8-4e2c-aad0-24bf435eef1d ## Strategic Push into Creator Programming Vizio is expanding its entertainment lineup on WatchFree+ to capture shifting advertiser budgets. The Walmart-owned smart TV platform is launching over 40 creator-led channels across gaming, food, comedy, and sports. By featuring popular digital figures like MrBeast and Ryan Trahan, Vizio aims to bridge digital creator audiences with living room television screens. ## Walmart Full-Funnel Advertising Engine Acquired by Walmart in 2024 for $2.3 billion, Vizio forms the core of the retailer's connected TV strategy. The operating system reached 32 million yearly active devices in early 2026, marking a 20% annual increase. Viewing hours on WatchFree+ surged 58% year-over-year in the second quarter of fiscal year 2027. ## Expanding Connected TV Market Opportunity Vizio's programming expansion aligns with broader market growth across streaming platforms. Total connected TV advertising expenditure in the United States is projected to rise 11% in 2026, reaching $29.3 billion. Advertisers increasingly prioritize smart TV ecosystems to secure premium placement alongside lean-back streaming entertainment with measurable viewing metrics. ## Exclusive Creator Shows and Formats Beyond linear digital feeds, WatchFree+ will debut original creator-led formats including Holiday Chocolate Workshop. The series follows pastry chef Amaury Guichon and integrates multi-platform brand placements across streaming and social environments. Channels like First We Feast's Hot Ones also join the roster to provide engaging lifestyle inventory. ## Major Studio Content Partnerships Vizio is pairing creator channels with traditional studio programming to retain diverse viewers. Expanded licensing deals with MGM, NBCUniversal, Disney, A&E, and A24 bring established titles like Law & Order to the platform. WatchFree+ now provides access to over 45,000 titles and 400 live and local channels. ## Direct Brand Sponsorship Integration Direct brand-funded entertainment is becoming a key monetization vehicle for WatchFree+. The exclusive original film Jingle Bells Wedding Bells features Geico as the presenting sponsor. Produced by ITV America Nashville and Happy Accidents, the title demonstrates how advertisers can bypass standard ad breaks for narrative integration. ## Walmart Connect Data Synergy Walmart Connect is extending retail data capabilities directly into broader television environments. A new partnership with Warner Bros. Discovery enables advertisers to access private marketplace deals via Walmart DSP. Similar data integrations with Spotify and Yahoo DSP allow marketers to target shoppers across external streaming and audio channels. ## Evolution of Retail Media CTV Walmart Connect generated 43% year-over-year revenue growth excluding Vizio during the second quarter of fiscal 2027. Combining retail purchase data with FAST channel programming offers measurable commerce attribution. Vizio's strategy signals how hardware, proprietary streaming, and retail media networks converge to challenge traditional linear television advertising dominance. ## Sources covering this story - https://www.marketingdive.com/news/vizio-ramps-up-creator-led-programming-in-bid-for-ctv-ad-dollars/832640/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._