In a massive move for Christmas movies, the Hallmark Channel announced a plan to partner with NBCUniversal’s streaming platform Peacock, bringing a new lineup of holiday films to living rooms this season.
The wide-ranging content deal was announced on Monday and includes streaming simulcasts of Hallmark’s linear channels and a library of on-demand and next-day content, Variety reported.
The deal is being called a “first of its kind,” as it will include the live linear channel usually only available through a TV provider, the Hollywood Reporter reported.
This comes after Hallmark announced earlier this year that it planned to premiere 40 new Christmas movies, which will now be available on Peacock all season long, TastOfHome.com reported.
The move from Hallmark is also being praised as the company looks to adapt to the world of cutting the cable and switching to streaming. Now the entire Hallmark library, including more than just its Christmas movies, will be streamable through Peacock.
Kelly Campbell, the president of Peacock and direct-to-consumer at NBCUniversal, shared in a statement on the deal that they are continuing to compete in the world of streaming, working to make it a premium destination.
“As we continue to make Peacock a premium streaming destination, Hallmark is exactly the type of brand we want to align with,” Campbell said. “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 President and CEO of Hallmark Media also spoke on the deal, saying they are “proud to enter this partnership with Peacock.”
“The opportunity to provide our devoted fan base access to all three of Hallmark’s linear networks will allow our audience to continue to grow and connect in meaningful ways,” Lucas said.
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