Walmart is beginning to turn connected-TV viewing into measurable commerce. In one recent campaign that linked smart-TV content with Walmart shopping, digital sales rose more than 50% year over year, while the branded programming reached roughly 30% of U.S. households. NBCUniversal has taken a different route, teaming with Target in June to launch Shop What Happens, a commerce-driven content series distributed across Peacock, YouTube and TikTok. Together, the moves show how “shoppable TV” is emerging in 2026 as a more concrete business model rather than an experimental add-on.