What: Walmart is partnering with Paramount Global to bundle Walmart+ and a streaming subscription to the Paramount+ Essential plan at no extra cost.

Why it is important: The partnership expands Walmart’s offer to subscribers and exposes them to a limited ad-load plan with the steaming site.

Paramount+ hosts content tied to franchises such as “Paw Patrol” and “Star Trek” which Walmart products occasionally feature. The deal’s financial terms were not disclosed, and Walmart has not released its subscriber numbers. Paramount has reported over 43 million subscribers.

Walmart+ has other incentives to keep users engaged, such as a six-month trial of Spotify Premium, free shipping and fuel discounts at select gas stations.

Walmart partners with Paramount