Walmart and Paramount’s partnership gives Walmart+ members free membership in the ad-supported version of Paramount+. The duo announced the plan in August and implemented it in September. It puts Walmart+ on a more even footing with rival Amazon Prime in combining free shipping with video streaming, but at less cost. Amazon Prime membership costs $139 annually, compared to $98 for Walmart+.
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Walmart’s plus-plus deal hasn’t gotten a national TV push up to now, though it has gotten targeted paid media since the fall, a spokeswoman said. And the combination appears to have already helped Paramount+. The streaming service added more subscribers in absolute terms than Hulu, HBO Max or Peacock through late last year vs. a year earlier, up seven percentage points to 17% of U.S. households, according to the year-end report for 2022 from the Advertising Research Foundation’s Universe Study of Device and Account Sharing.
Just getting all existing Paramount+ households to join Walmart+ could more than double the latter’s membership. CivicScience research late last year showed 7% of people in the U.S. reported being Walmart+ members vs. 61% for Amazon Prime.
The Walmart spokeswoman declined to comment on Walmart+ membership numbers said they have grown every month since its launch in September 2020.
from Digital Marketing Education https://ift.tt/aJk0Bmo
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