In a move designed to sweeten its competitive edge against rivals like Amazon Prime, Walmart announced today a significant upgrade to its Walmart+ membership program. This was first spotted on Reddit. Starting this month, subscribers can select either Peacock or Paramount+ as their complimentary streaming service, marking the first time Walmart+ offers flexibility in its bundled entertainment options. This new feature allows members to switch between the two services every 90 days, providing greater choice in an era where streaming fatigue is on the rise. The offer is limited to the ad-supported versions of both platforms, with the option to upgrade to ad-free tiers for an additional fee.
This offer is going to start in September and will be slowly rolling out to Walmart+ members.
Walmart+, which costs $98 annually or $12.95 monthly (with a discounted Assist plan available for eligible government assistance recipients at half the price), has long included perks like free unlimited grocery delivery on orders over $35, free shipping with no minimum on Walmart.com, member-exclusive fuel discounts at thousands of stations, and early access to sales events. The addition of Paramount+ Essential in 2022 was a game-changer, giving members access to over 40,000 episodes, blockbuster movies, live sports like NFL on CBS and UEFA Champions League, and originals such as “Star Trek: Strange New Worlds” and “Yellowstone” spin-offs—all at no extra cost beyond the membership fee. Now, with Peacock entering the mix, Walmart+ aims to broaden its appeal by catering to diverse viewer preferences.
Peacock, NBCUniversal’s streaming powerhouse, brings a treasure trove of content including the full library of “The Office,” “Parks and Recreation,” and “Saturday Night Live” sketches, alongside Universal blockbusters like “Despicable Me 4” and “Twisters,” and live events such as Premier League soccer and WWE programming. The ad-supported Peacock Premium plan, normally $7.99 per month, will be fully accessible to Walmart+ members without additional charges. “
The switching mechanism is straightforward: Members can toggle between Peacock and Paramount+ through the Walmart+ account hub on the app or website every 90 days. This cooldown period ensures stability for content licensing agreements while allowing users to adapt to new seasons or releases. For those who prefer uninterrupted viewing, upgrades are available—Paramount+ Premium for ad-free streaming (except live TV) at an extra $5.99 monthly or $59.99 annually, and Peacock Premium Plus for $13.99 monthly or $139.99 yearly. These upgrades can be managed directly in the Walmart+ dashboard, with pricing billed through the membership account.
This expansion comes at a pivotal time for the streaming industry. With over 85% of U.S. households subscribed to at least one service, according to recent Nielsen data, consumers are increasingly seeking bundled value to combat rising costs. Walmart+ now boasts an estimated 20 million members since its 2020 launch, up from 11 million in 2022, partly due to strategic partnerships like this one. The retailer has not disclosed subscriber growth projections but emphasized that the dual-streaming option could add significant value—equivalent to $95.88 annually in free ad-supported access alone.
To activate the new benefit, existing Walmart+ members should log into their account hub, select “Manage Streaming Services,” and choose their preferred platform. New subscribers can sign up for a free 30-day trial at Walmart.com/plus, which includes immediate access to the streaming perks. Paramount+ users will need to link or create an account using the same email as their Walmart+ profile, while Peacock activation follows a similar process via NBCUniversal’s portal.
Walmart’s push into entertainment isn’t stopping here. The company hinted at potential future additions, such as enhanced integration with Pluto TV’s ad-free monthly rotations for members, which already include classics like “The Andy Griffith Show” and “CSI: Miami.” Additionally, Walmart+ continues to bundle other value-adds, like 25% off daily at Burger King, free Whopper offers quarterly, and Rx for Less discounts on prescriptions for conditions like diabetes and heart health. All of this as it is locked in a hard fight with Amazon to be your online shopping option.
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