Walmart’s original shows counter Amazon, Netflix

Walmart has struck
deals to back original TV shows and other
programming.
AP

• Walmart has
  struck deals to back original TV shows and other programming
  that will air on its streaming service, Vudu. 
• The retailer’s streaming videos will be geared towards
  Walmart’s customer base of middle- and lower-income shoppers who
  don’t live in major cities, who Walmart believes to be
  underserved by current options like Netflix and Amazon.
• Walmart’s emphasis on creating video content to boost
  existing customers’ loyalty has the potential to result in the
  proliferation of a distinct new wave of original programming.

Walmart
is developing a new weapon against Amazon. 

On Thursday, the company announced a partnership with interactive
video startup Eko. Walmart also struck a deal with MGM Holdings
earlier this week to create original content for Vudu, the
streaming service Walmart acquired in 2010,
the Wall Street Journal reports.

Walmart spokesperson Justin Rushing told the Journal that the
retailer plans to license videos for Vudu aimed at the company’s
“core middle- and low-income shoppers in rural and suburban
communities, a demographic Walmart believes is underserved by
current streaming services.” 

The first original show that will come out of Walmart’s
deal with MGM is a remake of “Mr. Mom,” which is expected to
debut in 2019. Walmart doesn’t have plans to launch a separate
subscription video service, but instead wants to strengthen Vudu
and deepen customer engagement, the Journal
reports.  

Amazon has used its Prime Video service to convince
subscribers to become more loyal shoppers. The company has also
found critical success for its original programming, with “The
Marvelous Mrs. Maisel” virtually sweeping the 2018
Emmys. 

Netflix has also found critical success with original shows
such as “Orange Is the New Black” and “Stranger
Things.” 

However, both Amazon and Netflix have been criticized by
some conservatives for what they see as a liberal bias. Some
Netflix users threatened to cancel their
subscriptions after the company announced a multi-year
deal with the Obamas. And, Amazon and its CEO Jeff Bezos have
been frequent targets of conservative criticism, including from
President Donald Trump. 

Conservatives have argued that the entertainment industry
tends to
emphasize progressive perspectives to the detriment of the
right.
The lack of shows focused on poor and working-class families
has also been criticized. 

Walmart’s emphasis on videos that will be used to convince
middle- and working-class customers to become more loyal shoppers
has the potential to result in the proliferation of a different
type of original programming.

Amazon Prime customers tend to be
wealthier than the average Walmart shopper. As the two retail
giants work to create original videos to win over customers’
loyalties, the division in demographics is likely to play a major
role in what new television shows and other original content end
up being produced.