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Hallmark announced Hallmark+ on July 11, 2024, as a transformation of Hallmark Movies Now; Hallmark’s app history records the name change on September 10, 2024. It is a Hallmark-focused streaming and membership service that combines original programming and Hallmark Channel access with shopping rewards—not a verified, like-for-like Netflix replacement. Hallmark’s U.S. membership page listed plans at $8.99 per month or $79.99 per year after trial when reviewed October 8, 2026.
What is Hallmark+?
Hallmark+ is Hallmark’s streaming and membership service. Hallmark’s current U.S. membership page lists original series and movies, next-day access to Hallmark Channel series and movies, and always-on streaming channels. The membership also connects viewing to Hallmark’s retail and rewards programs.
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Hallmark described the service at its announcement as a combination of ad-free viewing, original programming, and retail benefits. That announcement-era description explains the concept, but the current features and plan terms are best read from Hallmark’s current membership page.
What changed from Hallmark Movies Now, and when?
On July 11, 2024, Hallmark announced Hallmark+ as a transformation of Hallmark Movies Now. The app did not receive the Hallmark+ title until September 10, 2024, according to its App Store version history. Hallmark CEO Mike Perry called the launch “a seminal moment for Hallmark.”
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The 2024 announcement listed launch-era pricing of $7.99 monthly or $79.99 annually. Those are historical prices, not the current monthly rate: Hallmark’s U.S. membership page listed $8.99 per month or $79.99 per year after trial when reviewed October 8, 2026. Plan terms can change.
What does a Hallmark+ membership include?
Hallmark lists streaming features alongside retail benefits. Benefits are subject to Hallmark’s terms.
Rank #2
- Screenwriter Lucy is hired to write the script for the remake of the beloved holiday movie, His Merry Wife, that was shot on location at the beautiful Biltmore Estate. When she tips over an hourglass during a tour of the estate, she finds herself transported back in time to 1947.
- Streaming: Hallmark+ original series and movies, next-day access to Hallmark Channel series and movies, and always-on channels.
- Recurring shopping and rewards benefits: a monthly $5 Gold Crown coupon, Crown Rewards points, one free custom greeting card each month, unlimited eCards, and surprise perks.
- Annual-member benefits: Hallmark lists welcome, birthday, and anniversary gifts, plus an exclusive Keepsake ornament. Its page does not list those specific gifts for monthly members.
Hallmark’s July 2024 launch announcement named original series, holiday limited series, reality programming, unscripted lifestyle shows, and the Groomsmen movie trilogy among the planned slate. Those are examples of the launch strategy, not confirmation of what is currently available in the catalog.
Is Hallmark+ like Netflix?
Only in the broad sense that both are streaming services. Hallmark positions Hallmark+ around Hallmark originals, Hallmark Channel programming, and retail rewards. The available Hallmark materials do not provide a direct feature-by-feature or catalog comparison with Netflix, so they do not establish equivalent breadth, licensing, or general-entertainment scope.
Rank #3
A more precise description is “a Hallmark-focused streaming service with membership perks.” The comparison in the original headline is an analogy, not evidence that Hallmark+ duplicates Netflix’s catalog or role.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How much does Hallmark+ cost?
For the United States, Hallmark listed the following plans after trial on its membership page reviewed October 8, 2026:
Rank #4
- Genre: TV Drama
- Number of Discs: 2
- Number of Tracks: 0
- Playback Duration: 517
- Rating: NR
| Plan | Price after trial |
|---|---|
| Monthly | $8.99 per month |
| Annual | $79.99 per year |
The launch announcement’s $7.99 monthly price was a 2024 launch-era figure. Check Hallmark’s membership page for current terms before subscribing.
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- Brand: Hallmark
Sources
- Hallmark Corporate: “Hallmark Harnesses the Power of Its Brand with Hallmark+” (July 11, 2024)
- Hallmark: Hallmark+ membership page (U.S.; reviewed October 8, 2026)
- Apple App Store: Hallmark+ app description and version history (reviewed October 8, 2026)
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
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