Customers who buy a new Vizio TV may need to sign in with a Walmart account to use streaming features.

A Walmart representative confirmed to Ars Technica that its online logins will be “mandatory on select new Vizio OS TVs” for users who set up and install streaming apps.

It’s unclear which new models and versions of its OS are affected, and whether this requirement could also apply to existing TVs. 

A Vizio representative did not immediately respond to a request for comment.

Vizio released its latest Quantum 4K TV in January, one of the company’s first new models since Walmart acquired the manufacturer in December 2024. Some industry insiders saw the deal as a way for Walmart to push advertising to Vizio’s large install base.

PCMag’s TV expert Will Greenwald confirmed to CNET that he needed “to enable sharing viewing information to turn on the streaming features” on the Quantum 4K TV, but wasn’t asked for a Walmart login. Greenwald said he was still able to stream after turning the setting off. (PCMag is owned by the same company as CNET, Ziff Davis.)

Most new TVs require a login to set them up — Samsung TVs use Samsung accounts, Fire TVs use Amazon accounts, Google TVs use Google accounts, and so on. Since 2024, Vizio TVs have also required a Vizio login, but this appears to be the first time a Walmart login is required as well. It’s unusual for a television to force owners to use a third-party retailer account just to watch content. The move highlights how even affordable tech can come with unexpected digital strings attached.

Vizio ranks among the top brands for budget-conscious buyers, and its TVs and soundbars have been regular recipients of CNET’s Editors’ Choice Awards.