What to Know About Hallmark’s New Streaming Service

Hallmark is trying to give viewers Christmas in July with a new streaming service.

What’s happening:

Today, at the Television Critics Association Summer Press Tour, Hallmark announced it’s launching Hallmark+, a new streaming service that integrates ad-free viewing with exclusive retail and product benefits, according to the company.

Hallmark+ will consist of a transformation for Hallmark’s current on-demand streaming service, Hallmark Movies Now, and will launch in mid-September. Membership will run $7.99 per month or $79.99 per year.

What are the details:

According to the company, the new streamer will offer original content, membership program benefits and allow members to get rewarded for streaming and shopping at Hallmark Gold Crown Stores or online at Hallmark.com.  

“Hallmark+ marks a seminal moment for Hallmark,” said Mike Perry, president and CEO of Hallmark. “By intertwining new, rich content experiences with tangible rewards and premium Hallmark gifts, we are delivering a unique, new program that reflects our commitment to spreading joy through our deeply beloved brand touchpoints.”  

Among the highlights, the upcoming streamer will include Hallmark’s first-ever foray into holiday limited series (Holidazed and Mistletoe Murders) and a reality competition series called Finding Mr. Christmas.

In addition, the platform will showcase unscripted, aspirational series “with an emphasis on heart, home and community,” with Hallmark stars such as Lacey Chabert (Celebrations with Lacey Chabert), Wes Brown (Ready, Set, Glow!), Ashley Williams (Small Town Setup) and Luke Macfarlane (Home is Where the Heart Is) all onboard.

Other programming includes a new movie trilogy, Groomsmen, with Jonathan Bennett, Tyler Hynes and B.J. Britt. Plus, there will be an all-new scripted series adaption of KJ Dell’Antonia’s New York Times bestselling novel and a Reese’s Book Club selection, The Chicken Sisters.

What else to know:

Hallmark’s new streamer goes against industry trends, where consolidation, the rise of ad-supported tiers and TV streaming bundles dominate headlines.

However, the company isn’t putting all its eggs into one streaming basket. In addition to the streaming service, Hallmark announced a partnership with Peacock in 2022, which brings its content to the NBCUniversal platform.