Hallmark+ Bets on Paris Series to Drive Streaming Growth

Hallmark is making a move that could reshape its future far beyond cozy Christmas movies and familiar cable premieres. As traditional TV keeps losing viewers, Hallmark President Darren Abbott is pushing Hallmark+ into a bolder streaming era, led by the glossy new Lacey Chabert series Paris Is Always a Good Idea.

The strategy? Keep loyal linear-TV fans happy, attract new streaming subscribers, and prove Hallmark can actually compete in a crowded digital world—without ditching the optimism, romance, and comfort that made it a powerhouse in the first place.

Hallmark Is Betting Big on Streaming, and Paris Is Leading the Charge

For decades, Hallmark has thrived by knowing exactly what its audience wants. Viewers turn to the brand for emotional love stories, small-town charm, uplifting family dramas, and, of course, an avalanche of holiday movies every year.

But even a beloved brand can’t ignore the dramatic decline of cable television. That’s why Hallmark+ has become the company’s most important growth engine.

The streamer, once known as Hallmark Movies Now, has shifted from a basic library to a platform built around exclusive series, original films, member perks, and a more premium experience. Its latest swing might be its boldest yet.

Paris Is Always a Good Idea Is Not the Typical Hallmark Production

The new Hallmark+ original stars longtime network favorite Lacey Chabert. She plays a woman whose work trip takes an unexpected emotional turn after a message from her late mother leads her back toward old romantic connections.

It’s got all the ingredients Hallmark fans expect: romance, nostalgia, beautiful scenery, and a hopeful personal journey. But the production itself feels like a shift.

Instead of the usual fast North American shoot, Hallmark filmed in France and Spain. The company has done international holiday films before—think London, the Alps—but this time, the stakes felt higher.

Abbott said bringing the series to Europe meant more production complexity and extra costs. Still, the decision came down to authenticity. A show set in Paris really needed to feel like Paris, not some soundstage with a few postcard shots thrown in.

That kind of thinking shows a new creative ambition for Hallmark+. The company isn’t walking away from the efficient model that lets it crank out so many original movies every year. But now, it seems willing to make selective investments when a story could turn into a true streaming event.

The Early Viewership Signal Could Be a Huge Deal for Hallmark+

Hallmark didn’t reveal exact audience numbers for Paris Is Always a Good Idea. Still, its opening weekend reportedly came close to the viewership of Hallmark+’s biggest hits—like When Calls the Heart and its spinoff, Hope Valley: 1874.

Those shows had previously delivered the platform’s largest launch and reached more than a third of Hallmark+ subscribers. For a streaming service of Hallmark+’s size, that’s a meaningful performance marker.

The platform doesn’t need to beat Netflix or Disney+ in raw subscriber totals. Its real goal is to give a clearly defined audience enough exclusive value to stick around month after month.

Hallmark+ Is Growing While Cable Continues to Slide

Abbott says Hallmark+ has exceeded the internal goals set after its relaunch. He also said the service saw 31% year-over-year growth, putting it second among a group of niche streamers like Acorn TV, AMC+, BritBox, PBS Masterpiece, Shudder, Starz, and Discovery+.

MGM+ reportedly ranked ahead, but being near the top of that field is still a big deal. Niche streaming services live and die by loyalty and retention. Hallmark already has something most platforms would kill for: a fan base that actually seeks out its signature emotional experience.

The broader Hallmark brand is still a recognizable force in TV. Nielsen data showed Hallmark properties accounted for 0.8% of all TV viewing in May. That share jumps to 1.2% in December, when Hallmark basically takes over the holiday entertainment world.

The transition won’t be simple. Hallmark has to convince traditional viewers to add an app, manage another subscription, and get used to on-demand viewing. But there are signs some fans are doing both—watching premieres on cable and then coming to Hallmark+ for commercial-free viewing.

Christmas Movies Are Still the Secret Weapon

Anyone expecting Hallmark to scale back its holiday output is in for a surprise. The company is planning an even bigger Christmas slate, with 34 holiday-themed original movies set for the year.

That’s a 42% increase over last year, though the final lineup will be confirmed when the full schedule is out in September. Hallmark produces about 100 new original movies annually, and Christmas is still its crown jewel.

The brand is so closely tied to holiday entertainment it’s basically created its own annual viewing ritual. That’s not something you see every day.

More Holiday Content, but Less Focus on Reality TV

Hallmark+ tried unscripted programming in 2024, like the Jonathan Bennett-hosted competition series Finding Mr. Christmas. The show followed performers vying to become the leading man in a future Hallmark holiday movie.

Some reality titles found their fans, but Abbott hinted the company might be pulling back on that. Going forward, Hallmark+ is expected to focus more on scripted series, movies, and exclusive programming, rather than making unscripted TV a main event.

That decision makes sense. Hallmark’s strength isn’t competition formats or reality spectacle. It’s the steady storytelling—viewers know a Hallmark project will offer warmth, romance, and a little escape from the noisier corners of entertainment.

• More exclusive scripted series designed to make Hallmark+ feel essential
• A larger Christmas lineup built around the brand’s biggest seasonal advantage
• Selective premium productions with international locations and bigger visual scope
• Less unscripted programming as the company refines what resonates most

Hallmark Is Creating a Streaming Experience for People Who Miss Channel Surfing

One of the more interesting plans in Hallmark’s streaming expansion involves live channels. The company is in the final stage of testing a lineup of streaming channels that’ll offer a lean-back experience—kind of like traditional TV.

Instead of endless scrolling, these channels could give viewers a familiar destination built around a mood or genre. One channel might focus on Christmas entertainment, while another could be all about mysteries.

It’s a smart move for a brand whose audience is used to just turning on Hallmark and settling in. Why fix what isn’t broken?

The Goal Is to Make Cord Cutting Feel Less Like a Goodbye

Hallmark isn’t declaring cable dead. Its linear channels are still surprisingly competitive.

Hallmark Channel ranks as the No. 2 most-watched cable entertainment network among women 18+ year-to-date. Hallmark Mystery sits at No. 4 in the same category.

Its original series and movies also rank among the most-watched on entertainment cable among total viewers and women 18+, according to company data. Not bad, considering how fragmented TV has become.

Still, Abbott knows where the industry is heading. Hallmark+ is now the platform meant to carry the company into its next era.

Managing that evolution without making longtime cable viewers feel left behind? That’s the real challenge.

That’s why the mix of cable premieres, on-demand releases, live streaming channels, and retail perks could work. Hallmark isn’t just selling shows. It’s selling a whole lifestyle built around the feelings people associate with the brand.

The Retail Connection May Give Hallmark an Edge Other Streamers Cannot Match

Unlike most entertainment companies, Hallmark has a massive retail footprint. Its greeting cards, ornaments, gifts, collectibles, and stores create a direct relationship with customers that most streaming brands just don’t have.

Hallmark+ is being positioned as more than a video subscription. The service can offer members benefits that spill over into Hallmark’s retail network, giving customers more reasons to stick around and stay engaged.

Licensing, Partnerships and Familiar Faces Will Keep Expanding the Brand

Hallmark is still licensing select content to bigger platforms like Netflix. That might sound odd for a company building its own streamer, but honestly, it works as a discovery tool.

If someone finds a Hallmark movie somewhere else, maybe they’ll get curious enough to check out Hallmark+ for more. It’s a bit of a gamble, but it makes sense.

The company’s also testing out new partnerships to get into bigger cultural conversations. There’s another NFL collaboration coming up—this time with the Chicago Bears.

Plus, there’s a fresh project with Disney and a new chapter in the Biltmore film series. They’re clearly not sitting still.

What’s the real takeaway here? Hallmark doesn’t just want to be that Christmas movie stop anymore.

They’re aiming for Hallmark+ to become a year-round place for anyone who loves romance, comfort, or just a little positivity. Whether it’s a small-town romance, a weekend mystery binge, or a dreamy escape to Paris, they want it all in the mix.