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Walmart is in talks to buy smart TV maker Vizio for more than $2 billion, the Wall Street Journal reports.

Why it matters: A deal would make Walmart a larger player in connected-TV advertising and have it competing with Roku, Amazon and YouTube.

The big picture: A potential tie-up between Walmart and Vizio would be "a significant challenge for Roku," MoffettNathanson analyst Michael Nathanson wrote in a research note.

Were Walmart to buy Vizio, the retail corporation would prioritize the TV maker's products over other low-end competitors like TCL, Hisense and Walmart's own private-label brand Onn TV, which is powered by Roku's operating system.

Walmart accounted for 40% of Roku's device revenues during the first nine months of 2023.

By the numbers: Following Tuesday's report, Vizio shares jumped 25%, while Roku's sank about 9%.

Vizio dipped 2% Wednesday morning, while Roku was flat.

The bottom line: "Once again, 2024 is shaping up to be a year of tremendous change for an industry that was already in flux," Nathanson wrote.

Walmart said to be in talks to buy Vizio for $2B

A deal would make Walmart a larger player in connected-TV advertising.

Illustration of a hand cursor with the Walmart logo above the index finger.

Walmart

Walmart is in talks to buy smart TV maker Vizio for more than $2 billion, the Wall Street Journal <a class="gtmContentClick" data-vars-link-text="reports" data-vars-click-url="https://www.wsj.com/business/retail/walmart-vizio-tv-company-deal-b90c77f6" data-vars-content-id="09c88705-761a-49ae-9622-b88ff4427913" data-vars-headline="Walmart said to be in talks to buy Vizio for $2B" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.wsj.com/business/retail/walmart-vizio-tv-company-deal-b90c77f6" target="_blank">reports</a>.Why it matters: A deal would make Walmart a larger player in connected-TV advertising and have it competing with Roku, Amazon and YouTube.

Walmart said to be in talks to buy Vizio for $2B

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