Walmart is working on a new streaming device under its Onn brand that looks a lot like Google’s $99 Google TV Streamer. Reports from 9to5Google and Android Authority suggest the retail giant might also introduce its own Google TV-powered televisions.
What Walmart Is Building
The new device seems to be a successor to the Onn 4K Pro, a popular budget streaming box. Leaked images show that the upcoming model closely resembles Google’s Google TV Streamer — a small, flat, round set-top box that connects to your TV via HDMI and runs Google’s TV software interface.
Android Authority described the similarity as “suspiciously familiar.” The hardware design matches what Google released in late 2024. This isn’t surprising since Google licenses its Google TV platform to third-party manufacturers. Walmart’s Onn line has long used Google’s software, but mimicking the physical design this closely is a fresh approach for the brand.
In addition to the new streaming box, 9to5Google reports that Walmart may sell its own branded Google TV television sets. This move would put Onn in direct competition with budget TV brands like TCL and Hisense, which already have Google TV models available at major retailers, including Walmart itself.
Why Walmart Wants Its Own Streaming Hardware
This isn’t just about selling inexpensive gadgets. With an Onn streaming device, Walmart controls the setup experience, which apps are highlighted, and what ads or promotions you might see. It’s similar to why Amazon sells Fire TV devices at minimal margins — bringing you into their ecosystem opens up more chances to make sales.
Walmart has been heavily investing in its advertising business, Walmart Connect, which competes directly with Amazon’s ad services. Owning the TV software experience gives Walmart another platform to display ads and collect data on viewing habits, which is becoming increasingly valuable for brands aiming to reach shoppers.
For example, if Walmart knows you watch cooking shows every evening, it can show you grocery ads exactly when you’re thinking about food.
| By The Numbers: Google / Alphabet | |
|---|---|
| Company | Alphabet Inc. (GOOGL) |
| Stock Price | $274.85 (-2.18%) |
| CEO | Sundar Pichai |
| Headquarters | Mountain View, CA |
| Google TV Streamer Price | $99 |
| Onn 4K Pro Price | $49.88 |
How This Fits Into the Streaming Box Market
The streaming device market is competitive and price-sensitive. Here’s who Walmart is up against:
- Google TV Streamer ($99) — the device the new Onn reportedly copies in design
- Amazon Fire TV Stick 4K ($49.99) — runs Amazon’s own Fire OS, not Google TV
- Roku Streaming Stick 4K ($49.99) — runs Roku OS
- Apple TV 4K ($129) — premium tier, runs tvOS
The existing Onn 4K Pro has attracted a solid audience by offering Google TV with full access to the Google Play Store for about half the price of Google’s own hardware. If Walmart can replicate this with a Streamer-style box, it could undercut Google’s product on price while still using Google’s software.
This scenario is likely something Google has anticipated. Google TV is designed to generate revenue through the Play Store and ad placements within the interface. So even if Walmart sells the hardware, Google still benefits from the software activity.
What This Means
For everyday TV watchers, this is mostly positive news in the short term. More competition at the budget end of the streaming device market usually drives prices down and features up. If Walmart launches a $40-50 box with processing power similar to the $99 Google TV Streamer, that’s a real win for anyone looking for a fast, modern streaming experience without breaking the bank.
The bigger question is how Walmart will leverage its growing presence in living rooms. If Onn TV sets and streaming boxes become fixtures in American homes, Walmart gains a new channel to reach shoppers with ads and promotions. This is something to keep an eye on as these products hit the market.
For now, neither Walmart nor Google has officially confirmed these new products, so we still don’t know the pricing or release dates.
Community Reaction
“The Onn 4K Pro is genuinely one of the best deals in streaming. If they make one that actually looks and performs like the Google TV Streamer for $50, I’m buying two.”
“Walmart making TVs now? I feel like every company just wants to be in your living room collecting data at this point.”
What To Watch
- Official announcement timing: Walmart usually reveals new Onn hardware ahead of back-to-school and holiday shopping seasons, so a summer 2026 reveal seems likely.
- Pricing: Whether Walmart can keep the new box under $50 will determine how much pressure it puts on Google’s Streamer sales.
- Onn TV sets: If Walmart launches branded televisions, pay attention to how they stack up against TCL and Hisense models already on Walmart shelves.
- Google’s response: Google might respond by updating its own Google TV Streamer or adjusting pricing, especially if Walmart’s version takes off.
Sources: 9to5Google, Android Authority
