In July, significant announcements were made regarding Hallmark+. Lisa Hamilton Daly, the EVP of programming at Hallmark Media, had initially stated that the "Countdown to Christmas" content would remain a "linear experience" and the app's offerings would be distinct from the linear network. However, as time passed, this stance changed. Many of this year's movies from the rollout were already available on the app.

Witness the Evolution of Hallmark+'s Content Strategy

Initial Launch and Content Separation

When Hallmark+ first launched, it was planned to stream separate content from the Hallmark Channel and Hallmark Mystery debuts. This was an exciting prospect for viewers, anticipating a unique streaming experience. But just three months later, things took a turn. The streaming platform is now set to bring all new Hallmark Channel and Hallmark Mystery original movie premieres to its platform the next day. This shift indicates a significant change in their content distribution approach.

For instance, on December 17, a dozen new movies were added to Hallmark+, and on December 20, an additional 24 movies followed suit. These additions have expanded the library of Hallmark original holiday movies available on the platform, giving subscribers more to enjoy.

Membership and Content Access

Hallmark+ offers two membership plans - $7.99 per month or $79.99 annually. This provides subscribers with access to over 40 Hallmark original holiday movies, including all the 2024 holiday content from the linear networks. Currently, there is a deal with Peacock where original "Countdown to Christmas" movies are available to stream for three days after they air. However, this doesn't apply to all movies. For example, "Trading Up Christmas" which airs on December 19 is not yet available on the app.

This shows the complexity and evolving nature of Hallmark+'s content offerings and licensing agreements. It also highlights the importance of staying updated with their membership plans to make the most of the available content.

Recent Changes and Fan Feedback

In November, there were major changes within Hallmark Media. "The Way Home" was set to move exclusively to the app for Season 3 instead of airing on the linear network. But after considering fan feedback, they decided to bring it back to the network. Interestingly, it will then stream on Hallmark+ the following day.

This shows Hallmark Media's responsiveness to fan input and their efforts to balance the needs of both linear and digital audiences. Such changes demonstrate their commitment to providing a diverse viewing experience.

December Movie Releases

December has been a busy month for Hallmark+. On December 17, 12 new holiday movies were released, including titles like "Following Yonder Star," "The Christmas Quest," and many more. And starting from December 20, an additional 24 new movies will be available to stream, such as "Trading Up Christmas," "The Santa Class," and a wide range of other festive films.

The variety and quantity of movies released in December showcase Hallmark+'s dedication to the holiday season and their efforts to keep viewers entertained throughout the month. These releases add to the growing collection of Hallmark content on the platform.