Whip Media also found some great info on how viewers find seasonal fare
What channel or streaming service do viewers think of first when it comes to their Christmas and Hanukkah movie fix? The answer is Hallmark, according to a new Whip Media poll based on responses from 3,214 U.S. respondents conducted November 9-10, 2022.
Hallmark makes a lot of sense, given that the cable network has made the holidays a season of focus — and things haven’t slowed down this year. Hallmark is releasing 40 new movies this holiday season and even has a new “Holiday Hub” on Peacock for quick access. (You can take a closer look at our list of holiday movies—including a collection of Hallmark flicks—by clicking here.)
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Netflix has the silver medal behind Hallmark when it comes to being the best in holiday movies. The service has found success with the recent release of Falling for Christmas, a new holiday romance starring Lindsay Lohan. The film has been one of the most streamed films in the United States since its November 10 release.
Moving forward, Lifetime was the third most connected channel to holiday movies, according to the Whip Media survey, followed by Disney+ and Hulu.
There were a few other points of interest from the survey. For example, only 53% of respondents said they prioritized watching holiday content to some degree in December — which seems a little lower than one might expect for the season.
However, when viewers head out to see holiday movies, there’s a heavy dose of nostalgia. Less than one in five respondents (17%) said they only focus on new holiday releases, compared to 74% of respondents who said they like to mix old made-for-TV holiday movies alongside new ones.
The survey also looked at the best ways channels and services are spreading the word about their holiday clicks. The platform’s recommendations were a powerful tool here, with 51% of respondents saying they watched a movie because it was suggested to them – the second most popular reaction behind viewers watching a movie trailer.
Another interesting aspect of the survey was what viewers care most about in holiday movies. In particular, the premise or story of the film was slightly more important than the cast for most respondents (68% for the premise, compared to 61% for the cast). The third most important factor in watching a holiday movie is simply access to the network or platform.
Sean Burch is a Marketing Insights Analyst at Whip Media, a WrapPRO Partner. Click here for more from Whip Media.