07 Dec Reelgood Analyzes the Holiday Movie Programming Strategies of the Major US Streaming Services [Reelgood]
BY ISABEL RIOFRIO
December 7, 2023 | Back in the “old days,” when a lot more folks watched broadcast and cable television, periods like the end-of-year holidays were referred to as having high “HUT” levels — that is, a lot of houses using television.
That hasn’t changed in the streaming era.
December is always one of the biggest search-query months of the calendar year for Reelgood’s network, with consumers off work and school, often cocooning with family members and looking for something to watch to get them in the “spirit” or keep them there.
And relatedly, holiday movies have increasingly become a core part of the programming playbook for streamers, as each looks to grab a portion of the larger overall December audience. It’s programming strategy famously pioneered on basic cable by the Hallmark Channel, which built its powerful media-business brand on the strength of holiday-set, meet-cute-themed made-for-TV movie romcoms.
In the streaming era, Hallmark’s blueprint has been widely adopted.