diff --git a/homeassistant/components/vizio/__init__.py b/homeassistant/components/vizio/__init__.py
index bec6b803023..d51b6a4fbca 100644
--- a/homeassistant/components/vizio/__init__.py
+++ b/homeassistant/components/vizio/__init__.py
@@ -15,7 +15,7 @@ from homeassistant.core import HomeAssistant
 from homeassistant.helpers import config_validation as cv
 from homeassistant.helpers.aiohttp_client import async_get_clientsession
 from homeassistant.helpers.typing import ConfigType
-from homeassistant.helpers.update_coordinator import DataUpdateCoordinator, UpdateFailed
+from homeassistant.helpers.update_coordinator import DataUpdateCoordinator
 
 from .const import CONF_APPS, CONF_DEVICE_CLASS, DOMAIN, VIZIO_SCHEMA
 
@@ -106,10 +106,26 @@ class VizioAppsDataUpdateCoordinator(DataUpdateCoordinator):
             update_method=self._async_update_data,
         )
         self.data = APPS
+        self.fail_count = 0
+        self.fail_threshold = 10
 
     async def _async_update_data(self) -> list[dict[str, Any]]:
         """Update data via library."""
         data = await gen_apps_list_from_url(session=async_get_clientsession(self.hass))
         if not data:
-            raise UpdateFailed
+            if self.fail_count == self.fail_threshold:
+                _LOGGER.warning(
+                    (
+                        "Unable to retrieve the apps list from the external server "
+                        "for the last %s days"
+                    ),
+                    self.fail_threshold,
+                )
+                self.fail_count = 0
+                self.fail_threshold += 10
+            else:
+                self.fail_count += 1
+            return self.data
+        self.fail_count = 0
+        self.fail_threshold = 10
         return sorted(data, key=lambda app: app["name"])
diff --git a/tests/components/vizio/conftest.py b/tests/components/vizio/conftest.py
index 8124827dbf0..2c32b07cc1a 100644
--- a/tests/components/vizio/conftest.py
+++ b/tests/components/vizio/conftest.py
@@ -68,6 +68,16 @@ def vizio_data_coordinator_update_fixture():
         yield
 
 
+@pytest.fixture(name="vizio_data_coordinator_update_failure")
+def vizio_data_coordinator_update_failure_fixture():
+    """Mock get data coordinator update failure."""
+    with patch(
+        "homeassistant.components.vizio.gen_apps_list_from_url",
+        return_value=None,
+    ):
+        yield
+
+
 @pytest.fixture(name="vizio_no_unique_id")
 def vizio_no_unique_id_fixture():
     """Mock no vizio unique ID returrned."""
diff --git a/tests/components/vizio/test_init.py b/tests/components/vizio/test_init.py
index 16e2a5bb769..c3e8afe49e6 100644
--- a/tests/components/vizio/test_init.py
+++ b/tests/components/vizio/test_init.py
@@ -1,4 +1,6 @@
 """Tests for Vizio init."""
+from datetime import timedelta
+
 import pytest
 
 from homeassistant.components.media_player.const import DOMAIN as MP_DOMAIN
@@ -6,10 +8,11 @@ from homeassistant.components.vizio.const import DOMAIN
 from homeassistant.const import STATE_UNAVAILABLE
 from homeassistant.core import HomeAssistant
 from homeassistant.setup import async_setup_component
+import homeassistant.util.dt as dt_util
 
 from .const import MOCK_SPEAKER_CONFIG, MOCK_USER_VALID_TV_CONFIG, UNIQUE_ID
 
-from tests.common import MockConfigEntry
+from tests.common import MockConfigEntry, async_fire_time_changed
 
 
 async def test_setup_component(
@@ -71,3 +74,34 @@ async def test_speaker_load_and_unload(
     for entity in entities:
         assert hass.states.get(entity).state == STATE_UNAVAILABLE
     assert DOMAIN not in hass.data
+
+
+async def test_coordinator_update_failure(
+    hass: HomeAssistant,
+    vizio_connect: pytest.fixture,
+    vizio_bypass_update: pytest.fixture,
+    vizio_data_coordinator_update_failure: pytest.fixture,
+    caplog: pytest.LogCaptureFixture,
+) -> None:
+    """Test coordinator update failure after 10 days."""
+    now = dt_util.now()
+    config_entry = MockConfigEntry(
+        domain=DOMAIN, data=MOCK_USER_VALID_TV_CONFIG, unique_id=UNIQUE_ID
+    )
+    config_entry.add_to_hass(hass)
+    assert await hass.config_entries.async_setup(config_entry.entry_id)
+    await hass.async_block_till_done()
+    assert len(hass.states.async_entity_ids(MP_DOMAIN)) == 1
+    assert DOMAIN in hass.data
+
+    for days in range(1, 10):
+        async_fire_time_changed(hass, now + timedelta(days=days))
+        await hass.async_block_till_done()
+        assert (
+            "Unable to retrieve the apps list from the external server"
+            not in caplog.text
+        )
+
+    async_fire_time_changed(hass, now + timedelta(days=10))
+    await hass.async_block_till_done()
+    assert "Unable to retrieve the apps list from the external server" in caplog.text