Walmart Acquires Vizio, Set to Overtake Samsung as the Largest TV Brand in the US
February 22, 2024 | TrendForceEstimated reading time: 2 minutes
US retail giant Walmart announced on February 20, that it has acquired smart TV brand Vizio for US$2.3 billion, aiming to accelerate the growth of its advertising business: Walmart Connect. Since its launch in 2021, Walmart Connect has seen double-digit annual growth in both its online and offline retail media advertising ventures. Vizio has been expanding its device ecosystem and its SmartCast TV OS, boasting over 18 million active users, according to TrendForce.
The platform’s net revenue reached approximately $156 million, with SmartCast’s ARPU sitting at $31.55—a 14% YoY increase. This growth has contributed to a 27% annual increase in advertising revenue, serving as a primary driver for the acquisition. TrendForce highlights that Walmart’s proprietary TV brand, ONN, currently operates on the Roku TV platform. A complete shift to SmartCast could forgo the need for additional platform licensing fees, potentially leading to higher advertising revenue gains.
ONN: On the rise to become America’s second-largest TV brand amid economic inflation
High inflation in the US last year tightened consumer budgets, turning budget-friendly, high-value products into market darlings. Walmart responded by launching an array of affordable models, including a 32-inch TV at $98, a 50-inch at $198, and a 65-inch for $398. These models became best-sellers, propelling ONN’s US market share to 13.7%—a growth of 3.7 percentage points.
This surge has helped ONN surpass TCL, Vizio, LG, and Hisense to secure its position as the second-largest TV brand in the US. Although Vizio’s market share dropped to 10.4% last year, Walmart’s acquisition is expected to propel it past Samsung, making it the largest TV brand in the US. This year, the collaboration between ONN and Vizio could break into the top five in global TV shipments.
Acquisition winners: Panel maker-Innoux and ODM-AMTC
The merger benefits a network of contract manufacturers and panel makers; nearly 80% of Vizio’s production is split among Innolux, BOEVT, and AMTC, while around 60% of ONN’s production is handled by AMTC, followed by Changhong and KTC. Post-acquisition, AMTC is expected to secure nearly 40% of the orders—becoming the largest ODM—with Innolux, BOEVT, and AMTC following at 15%, 14%, and 10%, respectively.
ONN offers its TVs at retail prices that are, on average, 20–25% lower than Vizio’s. This pricing strategy poses a challenge for Innolux, Vizio’s main ODM, which is grappling with low-profit margins for ODMs, minimal scope for reducing panel prices, and overcapacity. Nonetheless, Innolux could see a boost in panel shipments, especially for ONN’s popular 32-inch and 50-inch models. Additionally, if the US imposes higher tariffs on TVs imported from China, Innolux’s manufacturing facilities in Taiwan could gain a competitive advantage.
Suggested Items
Merlin Flex invests in New Schmoll Direct Imaging System
04/30/2024 | Merlin Flex LtdMerlin Flex has fully installed and commissioned its 2nd Schmoll MDI Direct Imaging system. This new machine includes a twin bed, 4 head system which enhances Merlin Flex’s direct imaging capability for its 1.4M long flexible circuits.
U.S. Companies Invest Heavily in Robots
04/30/2024 | IFRManufacturing companies in the United States have invested heavily in more automation: total installations of industrial robots rose by 12% and reached 44,303 units in 2023. Number one adopter is the car industry followed by the electrical and electronics sector.
Incap US Hosts Annual Food Drive
04/30/2024 | IncapIncap US recently concluded its annual food drive, a tradition aimed at supporting the Greater Washington County Food Bank. This year marked the fourth year of the initiative, and we couldn’t be prouder of the collective effort that was made to its success.
Samsung Electronics Begins Industry’s First Mass Production of 9th-Gen V-NAND
04/29/2024 | Samsung ElectronicsSamsung Electronics, the world leader in advanced memory technology, today announced that it has begun mass production for its one-terabit (Tb) triple-level cell (TLC) 9th-generation vertical NAND (V-NAND), solidifying its leadership in the NAND flash market.
EIPC Issues Letter of Urgency
04/29/2024 | Alun Morgan, EIPCAlun Morgan, president of EIPC, issued a letter last week in an effort to raise awareness of the state of PCB manufacturing in Europe. He writes, "The European PCB manufacturing industry and its supply base has been steadily shrinking since the dot com crash at the start of the millennium. European demand for PCBs and assemblies has, however, continued to grow, thus creating an ever-widening gap between European domestic capacity and consumption. The risks posed by this imbalanced supply and demand pattern came into sharp focus during the Covid-19 pandemic which caused chaos in extended supply chains across the world and resulted in widespread shortages."