Today’s entertainment isn’t stocked on shelves… it’s streamed. And for advertisers trying to reach audiences in meaningful moments, this shift isn’t a subtle trend, but a seismic transformation affecting viewers and advertisers alike.
Streaming has already overtaken traditional cable. On VIZIO TVs, most viewing is now streaming over cable. That’s not a forecast. That’s today.
Where Viewers Go, Advertisers Must Follow
There’s never been more great content. But the way it’s delivered has radically changed. Consumers haven’t stopped watching. They’ve simply migrated from physical media and linear broadcasts to smart, on-demand platforms. That change has opened up new frontiers for brands to engage, and VIZIO sits right at the intersection of this opportunity.
A Platform Built for the New Viewer Journey
VIZIO’s operating system offers a functional conduit for discovery. The interface is designed to help users find the content they want (and uncover the shows they didn’t know they needed). And with advanced machine learning and AI investments, the platform continuously evolves to personalize and streamline the experience.
That same user-first design benefits advertisers too. By integrating ad placements directly into high-engagement environments like the Home Screen, brands gain center-stage visibility at the start of the streaming journey before a viewer even selects a show.
Streaming as the Bridge Between Brand and Basket
What makes this moment even more compelling is the new connection between VIZIO and Walmart. VIZIO’s CTV footprint complements Walmart’s expansive retail media ecosystem, creating a bridge between top-of-funnel impact and bottom-of-funnel results.
Until recently, Walmart’s media offerings were largely app-based or ecommerce-driven. VIZIO introduces a powerful new layer: the living room screen. That screen has become the modern storefront where entertainment, advertising, and even commerce can coexist.
Why It Matters for Marketers
This isn’t just about screens. It’s about attention, behavior. and opportunity.
As Walmart and VIZIO align more closely, marketers can expect innovations that combine the scale of CTV with the precision of retail media. The goal? To help advertisers reach consumers in moments of relaxation and discovery—and drive measurable outcomes from those moments.
The Takeaway
It’s not about whether streaming is winning. It already has. The real question is: are your campaigns built for the way people watch today?
At VIZIO, we’re not just building better TVs—we’re building the bridge between content, customer, and conversion. In this streaming-first world, that bridge is your best path forward.
Click here to visit the VIZIO 2025 NEWFRONT HUB to watch the full presentation.
Ready to see how VIZIO can bring your campaign to life? Let’s talk. Click the “Get in touch” button below to connect with a VIZIO representative.
