Can Hallmark+ and Its Retail Benefits Compete With Other Streaming Services?

Hallmark recently announced the launch of Hallmark+, a new streaming service and membership program, set to debut in mid-September. Priced at $7.99 per month or $79.99 per year, Hallmark+ aims to enhance the Hallmark lifestyle experience by combining entertainment with tangible rewards.

“Hallmark+ marks a seminal moment for 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.”

Mike Perry, President & CEO of Hallmark, via Hallmark

Through this new streaming service, Hallmark+ will offer ad-free viewing of original content, including new genres and formats such as holiday limited series, reality competitions, and new shows featuring popular stars.

Hallmark described one new format as an “unscripted, aspirational series with an emphasis on heart, home, and community featuring fan-favorite stars like 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).”

When streaming, the service will provide rewards in conjunction with other exclusive retail benefits, such as unlimited eCards, and rewards for shopping at Hallmark stores or online. Membership will also automatically generate a $5 coupon each month that can be spent at Hallmark Gold Crown Stores.

Similarly, Disney offers an exclusive Disney+ Special Access program for consumers who are subscribed to the streaming service. According to its official website, “Disney+ subscribers receive special access to purchase select products for a limited time. While supplies last.”

Furthermore, this summer, streaming service costs have increased. Over the past year, 10 major streaming services have raised prices. Amazon Prime Video introduced an ad-free option for an extra $2.99 per month, and Netflix’s ad-supported plan remained at $6.99. Additionally, Netflix limited viewership to household members and started charging for extra users. As a result, some streaming bundles have begun to rival traditional cable costs. Despite these increases, ad-supported plans still offer a cheaper alternative to cable, prompting consumers to reassess their subscriptions to manage their budgets.

As the streaming wars intensified, Disney allied with Hulu by offering a special bundle, with limited ESPN support. To enhance bundle offers, Max has also recently joined up and is now included as a bundle option with Disney+ and Hulu.

Netflix is still considered the No. 1 contender in the streaming arena, and most experts cite YouTube as the next biggest player.

“We clearly do compete with YouTube in certain segments of their business, and we certainly compete with them for time and attention, but our services also feed each other really well. Our teasers and trailers and behind-the-scenes clips and all those kind of things are incredibly popular on YouTube.”

Ted Sarandos, Netflix co-CEO, via TheWrap

In its Q2 2024 report, Netflix explained that it doesn’t plan on bundling with other major streamers like Disney+ or Max, citing its already strong market position and user engagement. However, Netflix is open to bundling through partnerships, such as with Verizon and Comcast, offering combined subscriptions at different prices.