Walmart may acquire budget TV maker Vizio

Retail giant Walmart is reportedly in talks to acquire budget TV maker Vizio. The $2 billion deal would make Vizio a Walmart-owned brand and allow the company to compete directly in the affordable smart TV space currently dominated by Amazon and Roku.

It will also give Walmart access to all of the customer data Vizio’s smart TV platform has collected over the years, which will open up another revenue stream in the form of personalized advertising. The company could also sell user data collected by Vizio boxes. Finally, it could use Vizio TVs as advertising space in showrooms at its nearly 11,000 retail locations. The company already does this with display TVs through its current in-house brand, Onn.

However, Roku and Amazon have been propping up the affordable TV market for years. Roku started out with streaming devices but pivoted to smart TVs last year and even has a more expensive Amazon Fire TV line that’s available almost everywhere, so Walmart has a pretty steep hill to climb if this deal goes through .

Speaking of ongoing deals, this isn’t Vizio’s first acquisition. The company has been looking for a buyer for years. Back in 2016, Chinese media conglomerate LeTV launched Vizio in another $2 billion deal, but things quickly ran into trouble. LeTV, once dubbed the “Netflix of China,” pulled out of the deal, leaving Vizio in a difficult position. This led to Vizio suing LeTV for $100 million, and soon after,

If the deal goes through, Vizio would join other technology companies under Walmart Global’s umbrella. These include content delivery platform Vudu, AR optical technology company Memomi, banking app ONE, and many digital retailers such as Shoes.com and Bare Necessities.

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