Hallmark has expanded its partnership with Accedo to enhance its newly rebranded streaming service, Hallmark+, which officially launched on September 10th. The collaboration, built on Accedo One, introduces fresh features that make the service more personalized, user-friendly, and retail-integrated, marking a significant milestone in Hallmark’s digital evolution.
The Hallmark+ platform now offers more than ad-free viewing; it incorporates exclusive retail and product offers, effectively blending entertainment and commerce. This new direction aims to bring a more immersive “Hallmark lifestyle experience” to viewers, aligning with the brand’s legacy of fostering connections and sentimentality, especially during key seasons like Christmas.
Key Features in Hallmark+:
- Unauthenticated Homepage – A first for Hallmark, this feature lets potential subscribers explore the platform without signing up, offering a glimpse of content and exclusive offers to encourage conversion.
- Conditional Containers – Personalized content is now tailored to user behavior and login status, enhancing individual viewing experiences.
- Gifting Options – In a nod to its gifting heritage, Hallmark+ allows users to purchase and send subscriptions, positioning itself as a thoughtful present for holidays, birthdays, and special occasions.
- Design Facelift – The interface received a complete redesign, with a more intuitive, user-friendly layout, improving navigation and visual appeal.
This expansion into streaming is not just a technical leap; it signals Hallmark’s awareness of its audience’s evolving digital consumption habits. As streaming wars intensify, Hallmark has leaned into its niche of heartfelt content, and Accedo’s platform enables the company to compete efficiently in an increasingly crowded market.
Industry Experts Praise Hallmark’s Strategy
Jason Kilar, former WarnerMedia CEO and founding CEO of Hulu, recently commended Hallmark’s execution in a post on X, stating: “I don’t think @Hallmark gets nearly enough credit for their media strategy and their execution. They know who they are as a brand, they stick to it, they set the right budgets for their opportunity, and most importantly they deliver through time for the fans/audience. Well done.”
His praise highlights Hallmark’s strategic discipline. As many competitors shift focus with sprawling budgets and diversified content, Hallmark remains steady, prioritizing its core brand values of warmth and connection—especially during the holiday season.
Accedo’s Role: Empowering Tier-2 Streaming Services
Accedo’s role in this launch is pivotal. While its Accedo One platform isn’t a full-stack solution like its enterprise-level custom services, it offers the essential tools needed for Hallmark+ to thrive. Accedo One provides distribution to virtually any CTV or mobile device and pre-integrates with third-party solutions providers. This makes it a cost-effective, accessible solution ideal for niche SVODs and AVODs like Hallmark+, which don’t need the extensive infrastructure larger platforms require.
Fredrik Andersson, SVP of SaaS Products at Accedo, praised Hallmark’s vision: “We believe this will greatly benefit its loyal customers. It is especially encouraging to see Hallmark leveraging several new key features of Accedo One in its re-launch.”
Expanding Content for the Holiday Season
As the Christmas season approaches, Hallmark continues its tradition of dominating holiday programming. This year, the brand celebrates 15 years of “Countdown to Christmas” with 31 new movies, and nine additional films premiering under the “Miracles of Christmas” banner. There are also exciting franchise expansions and new original series on the horizon, including the competition reality show “Finding Mr. Christmas” and the light-show series “Ready, Set, Glow!”
Additionally, Hallmark+ subscribers can look forward to original series content. Sarah Drew will headline the holiday mystery series “Mistletoe Murders” in late October, and the ensemble-led series “Holidazed” will premiere in November, showcasing families from diverse backgrounds on a shared cul-de-sac.
Wrapping it Up
Hallmark’s partnership with Accedo, along with its commitment to holiday storytelling, positions Hallmark+ as a premium, yet accessible, option in the crowded streaming landscape. With Accedo One’s tailored capabilities and Hallmark’s sharp focus on its brand identity, the platform is set to offer a unique blend of content and commerce that stays true to Hallmark’s mission of fostering care and connection.
