Walmart is stepping up its streaming game in a big way, announcing a fresh partnership with NBCUniversal’s Peacock that could shake up the world of retail memberships and streaming services. Starting September 15, 2025, Walmart+ subscribers will be able to access Peacock’s ad-supported Premium tier at no extra cost—a move designed to bolster the value of Walmart’s membership program and intensify its ongoing rivalry with Amazon Prime.
This new perk isn’t just about adding another streaming service to the mix. It’s a calculated effort by Walmart to lure more customers to its $98-a-year Walmart+ subscription, which already includes benefits like free shipping, same-day grocery and prescription delivery, and gas discounts. By offering a choice between Peacock Premium and Paramount+ Essential (members can switch between the two every 90 days), Walmart is betting that customizable entertainment will win over consumers who are increasingly frustrated by the rising costs and fragmentation of streaming 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 reported by The Streamable. “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.”
Walmart’s move comes as the streaming landscape gets pricier and more complicated. Peacock, which now boasts 41 million subscribers according to Media Play News, recently raised the annual price of its ad-supported tier to $109.99—a jump of as much as 40 percent in just one year. Apple TV+, Netflix, Paramount+, Max, Hulu, and Disney+ have all raised their prices over the past 18 months, leaving many viewers looking for ways to save. With Walmart+ costing $98 a year and now including a major streaming service, the deal is positioned as a bargain compared to buying Peacock directly.
Subscribers won’t get both Paramount+ and Peacock for free at the same time, but they do have the flexibility to switch between the two every 90 days. This approach is meant to offer more control and personalization, letting members sample what each platform has to offer without being locked in. Peacock’s lineup includes popular shows like Yellowstone, The Office, Poker Face, and Bel-Air, as well as live sports such as NFL, NBA, MLB, WWE, the Olympics, Premier League soccer, NASCAR, the French Open, college football and basketball, and the PGA Tour. As Matt Schnaars, president of platform distribution and partnerships at NBCUniversal, put it: “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.”
The addition of Peacock follows Walmart’s earlier success with Paramount+, which helped the streaming service grow from 64 million to nearly 100 million paid subscribers, as highlighted by Ray Hopkins, president of U.S. distribution for Paramount. “Our partnership with Walmart has been a tremendous success in delivering Paramount+ for Walmart+ members,” Hopkins said. “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, this is just the latest move in a long-running battle with Amazon. Walmart+ was launched in September 2020 as a direct response to Amazon Prime, which began all the way back in February 2005. Amazon Prime costs $139 a year and includes its own streaming service, Prime Video, which has been aggressively expanding its catalog with NFL games, James Bond films, and exclusive original series. Amazon recently made Peacock’s ad-free Premium Plus tier available on Prime Video for an additional fee and signed a multiyear deal to keep the Peacock app on Fire TV devices in the U.S., according to The Los Angeles Times.
Walmart’s history with streaming has been a bit rocky. The company bought video-on-demand service Vudu in 2010 and later partnered with MGM to create original programming, but ultimately sold Vudu to Fandango in 2020. Unlike Amazon, which invests heavily in original content, Walmart currently doesn’t produce its own shows or movies—choosing instead to partner with established players like NBCUniversal and Paramount.
Still, the retailer’s efforts to expand its digital footprint are paying off. Walmart+ reportedly has around 26.5 million members, as noted by Media Play News, and the new streaming perk is likely to appeal to both existing members and potential new signups. For consumers, the timing couldn’t be better: with streaming prices on the rise and cable alternatives getting more expensive, the ability to bundle a major streaming service with a retail membership—without a price hike—could be a game-changer.
Meanwhile, the competition is only heating up. Amazon continues to pile on benefits for Prime members, from free shipping to exclusive shopping events and a growing slate of original streaming content. Walmart, for its part, has launched Walmart Deals to compete directly with Amazon Prime Day and is steadily adding more perks to Walmart+ to close the gap. The question is, will these moves be enough to tip the scales in Walmart’s favor?
For now, Walmart’s new partnership with Peacock is a clear sign that the company is serious about evolving Walmart+ into a one-stop shop for value-conscious consumers. Whether it’s the latest episode of SNL, a blockbuster movie night, or a Sunday NFL game, Walmart+ members will soon have more entertainment options at their fingertips—without paying a penny more.
As streaming services multiply and monthly costs mount, Walmart’s approach of giving its members more choice and flexibility—without raising prices—stands out in a crowded field. It’s a savvy move in the ongoing war for consumer loyalty, and one that’s likely to keep both shoppers and streamers watching closely.
