Daisy Watts
May 11, 2024
In a move to challenge Amazon's dominance in the streaming space, Walmart has partnered with Disney to offer targeted ads on Disney+ and Hulu. The partnership allows marketers to use Walmart's customer data to reach consumers across multiple platforms, including TV, mobile and online.
With nearly 145 million consumers shopping with Walmart weekly, this partnership provides a huge opportunity for marketers to connect with customers wherever they are running Disney content.
Meanwhile, Amazon is also expanding its advertising offerings on Prime Video, introducing new formats such as shoppable carousels and add-to-cart functionality with ad pausing. The move aims to shorten the path to purchase from ads on the platform, making it easier for users to buy what they see.
Read more: ESPN, Fox, Warner Bros. Discovery to launch joint sports streaming service this year
As both Disney and Amazon prepare for their May 15 showdown, it's clear the streaming wars are heating up. According to a recent survey, more than 75% of consumers use connected devices while engaging in leisure activities, with one in three shopping through online platforms. This presents a huge opportunity for retailers like Walmart and Amazon to capture consumer attention and spending.
The partnership between Walmart and Disney is a strategic move to close the market share gap with Amazon. According to recent data, Amazon accounts for 10% of consumer retail spending compared to Walmart's 7.3% By joining forces with Disney, Walmart aims to capture consumer attention and boost sales, as reported by PYMNTS.
