According to sources familiar with the matter at hand, Comcast and Walmart Inc are in collaborative talks to develop and distribute smart TVs.

Under the terms of discussion, Walmart will promote TV sets running Comcast software and in return get a share of recurring revenues from Comcast.

Comcast is competing with Apple TV+ and Netflix for market share in the crowded video streaming space.

In a statement, Walmart’s vice-president of electronics, Ryan Peterson, said the retailer is “constantly having conversations with current and new suppliers about innovation and new products” and went on to add that the company does not share details on ongoing discussions.

Comcast declined comment. Earlier this year, Walmart said its video-on-demand service, Vudu, would be bought by Comcast-owned movie ticketing service Fandango Media.