Smart TVs usually use third-party operating systems like Android TV or Roku OS. Walmart is all too aware of this, even its in-house Onn-branded Smart TVs run on Roku, but this may be about to change.
According to the Wall Street Journal, the retail giant is in early talks with Comcast to build Smart TVs featuring the X1 operating system.
A New Contender for the Smart TV Throne
Walmart already provides low-cost alternatives to flagship smart TVs through its Onn-branded range of devices. These televisions all rely on the Roku operating system, a popular alternative to Android TV. The new deal would see Walmart promoting Onn-branded smart TVs running Comcast's X1 operating system and receiving a share of streaming service revenue in return.
What this might mean for Walmart's partnership with Roku remains to be seen. The Comcast talks have just begun, and it's impossible to know if the deal will go through. However, if it does, it could mean even cheaper smart TVs coming to your local Walmart, as long as you are comfortable with using Comcast as your provider.
Comcast and Roku: An Uneasy History
Roku OS is frequently cited as being one of the best smart TV operating systems, so it's hardly surprising that Comcast wants to challenge it. This move is not even the first time that Comcast has tried to take over the space Roku occupies in the smart TV market. In 2019, Comcast announced that it would give a free Xfinity Flex streaming box to all of its internet-only users.
The Xfinity Flex, created by Comcast and featuring its X1 operating system, is designed to replace a smart TV operating system in the same way an Amazon Fire stick does. This system heavily promotes Peacock, Comcast's Netflix alternative, and locks out some popular streaming services.
On the other hand, you can stream Peacock on Roku devices. Currently, the only major platform that doesn't support Peacock is Amazon Fire TV.
Comcast is making an effort to distance itself from other software providers and streaming services. It makes a lot of sense, too. Controlling internet-enabled consumer devices' hardware and software frees Comcast from the regional competition cable providers have in the US.
What Does This Mean for Walmart and Roku?
Walmart and Roku already have a deal in place for creating Onn-branded consumer electronics. So far the partnership has resulted in Onn-branded smart TVs and soundbars using the Roku operating system.
While it seems likely a deal with Comcast would put an end to the Roku OS-equipped smart televisions, it's hard to say if it would sour the deal between the two companies entirely.
Nothing is set in stone yet, but US consumers might be getting even more choice for low-budget smart TVs in the near future. At least those happy to pay Comcast's subscription fees.