Vizio Bets on Creator Content and Brand Partnerships to Chase CTV Ad Spend

Vizio, now under Walmart’s ownership, is pushing harder into creator-led programming as it angles for a bigger slice of connected TV (CTV) advertising budgets. The platform is not just counting on user-generated content — it’s also broadening its partnerships for premium shows.

This move includes the release of an original film that comes with sponsorship from Geico, signaling a willingness to blend branded content with entertainment in its programming strategy. The company appears focused on attracting ad dollars by offering more diverse and advertiser-friendly content options.

Vizio’s latest steps reflect a wider industry race as CTV platforms try to stand out with both homegrown and sponsored productions.