Peacock Announces Hallmark Branded Streaming Hub

Peacock has closed a deal with Hallmark Media to stream live and on-demand programming from Hallmark Channel, Hallmark Movies & Mysteries and Hallmark Drama as part of a branded hub.

“As we continue to make Peacock a premium streaming destination, Hallmark is exactly the type of brand we want to align with,” said Kelly Campbell, President of Peacock, and Direct-to-Consumer, NBCUniversal, in a statement. “Through this groundbreaking partnership, we’re giving Hallmark viewers a unique viewing experience while continuing to grow our audience, boosting engagement across both brands.”

The hub will be available on Wednesday, November 2 and will feature live simulcasts of all three channels, next-day current on-demand programming and a library of movies. The hub’s VOD collection will include previously released Hallmark movies as well as new premiere movies for Peacock Premium subscribers.

“We’re proud to enter this partnership with Peacock and bring our widely beloved Hallmark content to their subscribers,” said Wonya Lucas, President and CEO of Hallmark Media. “The opportunity to provide our devoted fanbase access to all three of Hallmark’s linear networks will allow our audience to continue to grow and connect in meaningful ways.”

The deal is a new type for the network as it encompasses linear plus SVOD. The announcement coming before the holiday season is also notable, given Hallmark’s popular Christmas catalog. Peacock is still establishing itself in the streaming market, and this deal could bring many new viewers during the lead-up to the holiday season. Hallmark has already released several holiday films this year and has planned releases through the holiday season.