Peacock to start streaming movies, shows from Hallmark

The Hallmark hub on Comcast’s streaming service Peacock. (Handout image)

Comcast’s NBC Universal announced a deal with Hallmark Media that will make Hallmark movies and television shows available through Comcast’s streaming service Peacock.

The content will exist in a unique Hallmark hub that launches on Peacock this Wednesday, the companies affirmed in a joint press release. In addition to on-demand movies and TV shows, Hallmark’s three linear channels — which have largely been exclusive to cable, satellite and streaming cable TV replacements — will also be available to Peacock subscribers.

“As we continue to make Peacock a premium streaming destination, Hallmark is exactly the type of brand we want to align with,” Kelly Campbell, the head of NBC Universal’s direct-to-consumer sector and the president of Peacock, said on Monday. “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 partnership is coming together right as Hallmark is set to debut its lineup of holiday-themed movies and shows, which has long been a cornerstone of the family-friendly network.

“We’re proud to enter this partnership with Peacock and bring our widely beloved Hallmark content to their subscribers,” Wonya Lucas, the president and chief executive of Hallmark Media, said in a statement. “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.”

Comcast offers three tiers of service for Peacock: A free, ad-supported package with a limited amount of streaming content; a premium package with an expanded library of shows and movies for $5 a month and an ultra-premium package called Premium Plus that removes commercials from on-demand content for $10 a month. Some Comcast Xfinity video and Internet customers get free access to Peacock Premium, with the option to pay $5 a month for Peacock Premium Plus.

Hallmark’s cable and satellite channels include the flagship network, as well as Hallmark Movies & Mysteries and Hallmark Drama. It was not immediately clear from Comcast and Hallmark Media’s announcement if the channels and content will be available to all Peacock streamers, or only those who have access to the paid tier called Peacock Premium.