Is Walmart Preparing to Roll Out a New, Low-Cost 4K Streaming Device?

There could be a new, low-cost streaming device hitting the market soon. Eagle-eyed observers at 91 Mobiles spotted an entry on the Bluetooth SIG website for a new Onn-branded streaming player, powered by the Google TV operating system. Onn is Walmart’s in-house brand of streaming devices, and the listing indicates that another cheap streaming dongle is soon to hit the market from the retail giant.

• The new player is listed as the “Onn 4K Pro streaming device.”
• Walmart launched both a 4K and a full HD streaming player in 2023, both retailing for $20 or less.
• In addition to streaming players, Walmart now owns VIZIO, allowing it to manufacture its own smart TVs as well.

The Bluetooth website listing identifies the new streaming devices as the “Onn 4K Pro.” There aren’t many details posted about the device, other than the fact that it will use Bluetooth 5.2 to connect wirelessly to other devices. The “4K” in the name confirms that it will top out at Ultra-High-Definition screen resolution, the highest picture quality widely available to customers at home.

There are more hints as to the device’s nature embedded in its name, specifically in the “Pro” part. This suggests that the device will have more storage capacity and features as compared to the Google TV Onn 4K Streaming Box which went on sale last year. That player currently retails for $19.88, suggesting that the “Pro” version will likely cost more.

Walmart rolled out a second streaming player in 2023 as well, the Google TV Onn Full HD Streaming Device. As the name suggests, this dongle tops out at 1080p HD resolution, and costs just $14.99. Creating a new, more powerful 4K device would allow Walmart to compete with other device manufacturers like Amazon and Roku, both of whom offer multiple 4K-enabled streaming players with varying features.

What Other Streaming Devices Does Walmart Offer?

As a retail behemoth, Walmart offers a wide variety of devices that can be used to stream video. In addition to various smart TVs and streaming players from other companies, Walmart will soon be offering a line of smart TVs of its own. The companyclosed on a deal to purchase the TV manufacturer VIZIO for $2.3 billion in late February, giving it control over VIZIO’s digital advertising platform as well as its device line.

A recent survey from Hub lays out why Walmart is wise in diversifying its streaming device lineup. Hub's data found that while a large and increasing number of people own smart TVs, the amount of households that use streaming devices has leveled off. As a retailer, it behooves Walmart to meet customers where they are by providing a wide range of devices at multiple price points to satisfy streaming audiences.

It’s likely the new Onn 4K Pro device will include a dedicated remote button for Paramount+. Customers who sign up for the Walmart+ subscription service have gotten free access to ad-supported Paramount+ accounts since 2022, when the two companies first partnered. Previous Onn streaming devices have acknowledged this partnership by placing a Paramount+ button on their remotes.

The listing on Bluetooth’s website does not guarantee that a new Onn 4K Pro device is hitting Walmart shelves this year. However, if it does it could roll out for customers before the holidays. Walmart listed its HD streaming stick with the FCC in summer 2023, ahead of a November launch. If the Onn 4K Pro Streaming Device is destined to reach consumers, it could follow a similar timeline.