Cord cutting has a new ally: Wal-Mart Stores Inc.

The mega retailer has dedicated a corner of its website to helping shoppers cut the cord, or drop their cable subscription and opt for what is generally a cheaper and more convenient streaming TV option.

The page on the Walmart WMT, -1.02% site, under the TV and video tab, has a four-step process of things to consider when cutting the cord, including a savings calculator that allows visitors to the site to tap in the cost of their monthly cable bill, pick the streaming services and options they’re interested in and see how much they’d save by getting rid of cable.

BTIG

Cable TV has been struggling with rising content costs amid growing competition and higher re-transmission fees — the amount providers pay local TV affiliates for access to their channel. These costs are often reflected in subscribers’ bills and have led to subscribers dropping service in droves. Cable companies have recently been able to reverse course and add back some subscribers through improved offerings and services.

See also:Cable companies are adding subscribers again

BTIG analysts visited Walmart stores in New York and New Jersey and lead analyst Rich Greenfield wrote in a recent blog post that Walmart has a prominent display of available streaming devices (e.g. Roku, Google Inc.’s GOOGL, -2.41% Chromecast and Apple Inc.’s AAPL, -3.17% Apple TV) directly across from the digital antennas.

“But Walmart goes well beyond colocation of the devices. Walmart comes right out and tells consumers what to do in the store,” Greenfield wrote.

The inclusion of digital antennas is important because they allow customers to receive free local channels without paying for cable. At the top of the display for streaming devices it says “Buy an Antenna.”

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“The antennas face the streaming devices in the same aisle with a sign informing consumers they can save an average of $1,000/year when they cut their cable service,” wrote Greenfield, who is an unabashed critic of the traditional cable bundle.

“In the Newark [NJ] Walmart, we saw similar messaging with the display graphic stating ‘Say Goodbye to Cable Bills’ suggesting consumers to buy a streaming device then add an antenna for local channels and whatever apps they love with the conclusion ‘= No Cable Bill.’”