Hallmark Movies Now

What Hallmark Movies Now does

Hallmark Movies Now is a direct-to-consumer video streaming service operated by Hallmark Media, a privately held US media company headquartered in Los Angeles. The company offers on-demand access to a library of exclusive Hallmark original series and movies targeted at consumers seeking family-friendly entertainment, with a content focus on romance movies, mystery series, and heartwarming family programming that mirrors the broader Hallmark Channel brand positioning.

The core product, now branded Hallmark+ (formerly Hallmark Movies Now), is delivered through a web-based streaming platform accessible via browsers and supported devices, using cookies and third-party tracking tools for analytics and personalized content delivery. The service sits within the wider Hallmark Media portfolio alongside Hallmark Channel, Hallmark Mystery, and Hallmark Family, and incorporates a subscriber rewards component alongside on-demand video access. A free trial flow and gift subscription options support acquisition.

Commercially, Hallmark Movies Now operates a subscription-based recurring revenue model with monthly and annual billing options, though specific pricing is not publicly disclosed. Distribution is self-serve and direct-to-consumer through hallmarkplus.com and supported devices, with the product-led go-to-market motion leveraging the broader Hallmark Media brand ecosystem for top-of-funnel awareness. The service is actively operating, currently accepts new subscribers, and has extended its market footprint to include the United Arab Emirates.

Name

Hallmark Movies Now

Legal name

Hallmark Media

Website

https://hmnow.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Hallmark Movies Now operates Hallmark+, a direct-to-consumer subscription streaming service offering exclusive Hallmark original series and movies plus a rewards program, serving individual consumers seeking family-friendly entertainment within the broader Hallmark Media portfolio.

Ownership category

akta.pro rank

Product category

Video Streaming Services

NAICS

Radio and Television Broadcasting Stations (5161)

SIC

Cable & Other Pay Television Services (4841)

akta.pro primary industry

Direct-to-Consumer (DTC) Network/Studio Streaming Channels (MPABAHAG)

akta.pro secondary industries

Premium Video Add-Ons & Channel Bundles (OTT Aggregators) (MPACAAAK), Digital Content & Media Subscriptions (CRAFAIAA)

Keywords

• Video streaming service
• Subscription streaming
• Family-friendly entertainment
• On-demand movies
• Exclusive series streaming

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Supply Chain, Personnel, Operations

Revenue model

1. Subscription Streaming: Monthly and annual subscription plans providing unlimited access to exclusive Hallmark+ content including series, movies, and rewards program benefits. Free trial available for new subscribers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Hallmark Movies Now (now operating as Hallmark+) is a direct-to-consumer streaming subscription service that delivers on-demand access to exclusive Hallmark original series and movies. The service includes a rewards program for subscribers and operates as part of the broader Hallmark Media ecosystem alongside Hallmark Channel, Hallmark Mystery, and Hallmark Family.

Product overview

Hallmark+ is a direct-to-consumer streaming platform that provides on-demand access to Hallmark's library of exclusive series and movies. The service operates as a single unified streaming product (rebranded from Hallmark Movies Now) and includes rewards functionality for subscribers. Related brands within the Hallmark portfolio include Hallmark Channel, Hallmark Mystery, and Hallmark Family, but these are separate linear channels/streaming services rather than modules within Hallmark+.

Differentiator

Problem solved

Functional benefit

Brands

• Hallmark Channel: Primary cable channel of the Hallmark brand featuring family-friendly entertainment
• Hallmark Mystery
• Hallmark Family
• Hallmark+

Products and services

• Hallmark+ (formerly Hallmark Movies Now)

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Peacock: NBCUniversal's direct-to-consumer streaming service offering subscription and ad-supported tiers with original and library content. Directly comparable as a network/studio-owned DTC streaming platform competing for the same cord-cutter audience.
• Paramount+: Paramount Global's DTC streaming service bundling CBS, Paramount, Showtime, and BET content. Comparable as a major media-network-owned subscription streaming service with a similar premium-content and originals strategy.
• BET+: BET's subscription streaming service delivering exclusive originals and library content targeting an underserved audience niche. Closely comparable as a network-owned, niche-audience DTC streaming product with original programming exclusivity.
• BritBox: Joint ITV/BBC streaming service focused on British television content. Comparable as a premium, niche-audience subscription streaming service built around curated library and original content from established media brands.
• Acorn TV: AMC Networks' subscription streaming service focused on British, Australian, and international mystery/drama content. Directly comparable as a niche-content, recurring-subscription DTC streaming product targeting a passionate, under-served audience segment.

Broad incumbents

• Hallmark Channel: The flagship linear cable channel of Hallmark Media and the original distribution platform for Hallmark content. Sibling brand to Hallmark+ and the linear counterpart to the streaming service — same content engine, different distribution model.
• Max: Warner Bros. Discovery's flagship DTC streaming service offering HBO, Warner Bros., and Discovery content. Comparable as a major-media-owned, broad-portfolio subscription streaming platform competing for the same entertainment dollar.
• Disney+: The Walt Disney Company's family-friendly DTC streaming flagship. Comparable in the family-friendly content positioning and the studio-to-DTC content distribution model, even though it operates at vastly greater scale.

Market position

Strengths4 records

Weaknesses3 records

Competitive moat3 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/HMNow

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hallmark Movies Now