Peacock unveils ‘first of its kind’ content deal with Hallmark

NBCUniversal–owned streamer Peacock has struck a “first-of-its-kind” deal with Hallmark which will see the platform carry the latter’s film and TV content within a dedicated hub. The move is widely interpreted as an attempt by Peacock to boost its own brand cache and profile in what has become a high-competitive market.

Kelly Campbell, president of Peacock and NBCU direct-to-consumer, said: “As we continue to make Peacock a premium streaming destination, Hallmark is exactly the type of brand we want to align with. Through this ground-breaking partnership, we’re giving Hallmark viewers a unique viewing experience while continuing to grow our audience, boosting engagement across both brands.”

Wonya Lewis

The Hallmark-branded hub, which covers both live linear and on-demand content, will appear on Peacock from November 2, ahead of the key Thanksgiving and Christmas period. Wonya Lucas, president and CEO of Hallmark Media, said: “We’re proud to enter this partnership with Peacock and bring our beloved content to their subscribers. 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, which is focused on the US, is unusual for two reasons. Firstly, because of the use of live linear channels – which starts to resemble a kind of limited PayTV bundle within Peacock. Secondly, because of the profile given to Hallmark. Until now, streamers have tended to reserve this kind of branding for their own in-house IP.

Peacock currently has around 15 million subscribers. However heavy investment in original content and marketing means it is currently making a substantial loss.