Hallmark+ is undergoing a significant strategy shift just three months after its launch. The streaming platform, initially designed to host exclusive content separate from the Hallmark Channel and Hallmark Mystery, will now become the streaming home for new Hallmark movie premieres starting in 2025.
This major change means that beginning in 2025, all new original movies from the Hallmark Channel and Hallmark Mystery will be available to stream on Hallmark+ the day after their linear broadcast. This marks a substantial departure from the platform’s original premise and brings it more in line with streaming strategies employed by other networks, according to a report from Variety.
The shift comes after initial statements from Hallmark Media executives, including EVP of programming Lisa Hamilton Daly, who indicated in July that “Countdown to Christmas” content would remain a “linear experience” with separate content for the app. However, this strategy has been revised, with many of this year’s holiday movies already available on Hallmark+.
In a move to bolster its current offerings, Hallmark+ added a significant number of holiday movies to its library this week. On December 17th, 12 holiday films were added, followed by another 24 on December 20th. This brings the total number of holiday movies on the platform to over 40, including all of the 2024 holiday content from the linear networks.
Among the titles added on December 20th are “Trading Up Christmas,” “The Santa Class,” “Hanukkah on the Rocks,” and “Leah’s Perfect Gift,” among others.
This change also raises questions about Hallmark’s existing deal with Peacock, which grants the streaming service a three-day window to stream original “Countdown to Christmas” movies after they air on the Hallmark Channel. This existing agreement is likely the reason why some movies, like “Trading Up Christmas,” are not immediately available on Hallmark+.
This isn’t the first time Hallmark Media has adjusted its strategy based on fan feedback. In November, the company announced that “The Way Home” would move exclusively to Hallmark+ for its third season, only to reverse that decision and return the show to the linear network, with next-day streaming available on Hallmark+.
These recent changes reflect a period of flux within Hallmark Media as it navigates the evolving media landscape and the growing importance of streaming. By bringing new movie premieres to Hallmark+, the company is aiming to provide greater value to its subscribers and potentially attract new ones.
Hallmark+ currently offers two subscription options: $7.99 per month or $79.99 annually.