Hallmark Movies Now streaming service has more than 500,000 subscribers

Hallmark Movies Now is growing fast thanks in part to its "Movies & Mistletoe" programming. (Hallmark)

Powered by its holiday programming push, streaming service Hallmark Movies Now has attracted more than 500,000 subscribers.

Crown Media Family Networks is giving credit for its streaming service’s growth to the kick off of its “Movies and Mistletoe” programming event that began on Oct. 29. The company said that since that time it has seen a 93% increase in viewership and an 11% increase in subscribers.

“Movies and Mistletoe” is complementary to the Hallmark Channel’s “Countdown to Christmas” and Hallmark Movies & Mystery’s “Miracles of Christmas.”

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"The incredible growth of Hallmark Movies Now since its launch in October 2017 demonstrates the broad appeal of our quality programming and reinforces Crown Media's position as a leading creator of high demand content," said Bill Abbott, president and CEO of Crown Media Family Networks, in a statement. "As the industry and our business continue to evolve, we look forward to delivering Hallmark-branded entertainment to our passionate fans across all our platforms."

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Hallmark Movies Now is priced at $5.99 per month or $59.99 per year after a seven-day free trial.

The subscription streaming market in the U.S. is still dominated by Netflix, Amazon and Hulu, but recent figures from Parks Associates suggest that Hallmark Movies Now isn’t too far off from the upper echelons.

The firm recently released a top ten U.S. SVOD list based on estimated amount of subscribers and DirecTV Now took the 10 spot with 1.86 million subscribers after the end of the third quarter.