How Hallmark Is Battling Linear Decline and Betting on Streaming — Starting With a Romp in Paris

In response to the linear decline faced by traditional TV networks, Hallmark, the popular Christmas movie network, is making a significant push into the streaming world. Hallmark+ recently launched "Paris Is Always a Good Idea," an original streaming series set in Paris, which stars network star Lacey Chabert. The show marks one of Hallmark+’s biggest productions both in terms of its production value and initial viewership.

Garnering nearly as many viewers as the network's biggest hits in its opening weekend, "Paris Is Always a Good Idea" is a bold move for Hallmark to reposition itself as a must-see streaming destination.

Hallmark CEO Darren Abbott emphasizes that the network's strategy is to consistently deliver high-quality content to retain existing subscribers and attract new ones. The ambitious production took place in both France and Spain, showcasing Hallmark's shift towards more international content. The show joins Hallmark+’s lineup of holiday movies and original series, offering viewers a seamless transition from traditional linear TV to streaming.

With Hallmark+ experiencing a 31% year-over-year growth, the network is emerging as a competitive force among niche streamers. Currently accounting for 0.8% of TV viewing in May, Hallmark+’s influence intensifies during the holiday season, rising to 1.2%. As Hallmark continues to invest in exclusive content and beta test live streaming channels, it aims to solidify its position in the evolving streaming landscape while maintaining its core brand identity and appeal to cord-cutters.