Walmart is celebrating the fifth anniversary of its Walmart+ membership program by unveiling a new advantage for subscribers known as “Video Streaming Choice.” Beginning September 15, Walmart+ members will enjoy nonconcurrent access to ad-supported Paramount+ and Peacock plans at no cost.

This new benefit enhances Walmart+ as a rival to Amazon Prime, which provides access to its Prime Video streaming service along with complimentary delivery. A Walmart+ membership costs $98 per year following a free 30-day trial, while Prime is priced at $139 per year after a month-long trial. Amazon also offers add-on subscriptions to services like Apple TV+, HBO Max, Paramount+, and Peacock Premium Plus via Prime Video.

Walmart’s announcement comes in tandem with Amazon’s efforts to restrict Prime’s free two-day shipping benefit.

The retailer first launched complimentary Paramount+ Essential plans (worth $59.99 per year) as a member benefit around its two-year anniversary in September 2022. With annual Peacock Premium subscriptions priced at $109.99 per year, the membership fee can now sufficiently offset its cost.

“The added option of Peacock Premium brings even greater value and choice to our membership, without increasing the price,” stated Deepak Maini, senior vice president of Walmart+, in a press release.

Walmart+ members can utilize only one of the two streaming services at any given time but may switch every 90 days if they choose to sample various content libraries.

In addition to the streaming options, a Walmart+ membership provides advantages such as free shipping with no minimum order requirements, fuel discounts, a Scan & Go checkout feature, and early access to deals during Walmart’s Black Friday event and other significant savings events throughout the year. Walmart+ memberships are frequently available at 50% off during the holiday season.