Once a competitive TV maker, Vizio has now become an ad-driven Smart TV platform that requires a Walmart retail account.
The saga of Smart TV "enshittification" continues with new developments almost every quarter.
The latest: Walmart-owned Vizio plans to lock all streaming apps and internet-based smart features behind an unrelated Walmart account, as reported by Ars Technica.
- "Customers who already have an existing Vizio account are being given the option to merge their Vizio account with their Walmart account. Customers with an existing Vizio account can opt out by deleting their Vizio account," a Walmart spokesperson said.
Vizio Smart TVs and ads
Vizio was once a reputable North American TV brand that competed on picture quality and features with the likes of LG and Samsung, but Vizio has been significantly transformed in recent years.
Since late 2021, Vizio has made more revenue from ads than from selling TVs, which are now sold near or even below cost price. This trend toward ads and user monetization accelerated after Vizio was acquired by Walmart in late 2024.
The Walmart account requirement is initially limited to newly purchased Vizio TVs, according to Ars Technica, but is expected to expand to more TV models later.
Vizio's Smart TV platform. Photo: VizioNo benefits to the user
A Walmart account provides no user benefits on Vizio TVs, but allows Walmart to collect data on viewing habits and link it to retail operations, targeting personalized ads and messages. One of the first such campaigns will promote L'Oréal products.
Vizio is not alone, as most Smart TV platforms now monetize users. A few alternatives exist such as Apple tvOS, which offer an ad-free experience without extensive data collection.
- Source: Ars Technica
