Hallmark executives believe their streaming service, Hallmark+, can thrive by catering specifically to their core audience of fans who enjoy holiday and feel-good programming.
John Matts, Hallmark Media's COO, stated, 'We don't have to make content that are all things to all people,' suggesting a focused approach might lead to success.
Despite the competitive landscape dominated by giants like Netflix and Disney, executives see potential for modest streaming services to flourish by targeting niche markets.
The shift away from traditional assumptions reveals that smaller streaming services can find their place by emphasizing strong, dedicated fan bases rather than trying to appeal to everyone.
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