From Device Diversity to Holiday Readiness: How Hallmark Delivers Flawless Streaming with Testlio

Hallmark+ is Hallmark’s dedicated digital streaming platform, available exclusively in the U.S., offering a seamless experience across mobile devices, connected TVs, and OTT platforms. The app delivers the brand’s signature content through a modern, accessible media channel tailored for today’s audiences.

The Challenge

As a company committed to delivering emotionally resonant and seamless digital experiences, Hallmark needed a way to ensure their apps and services functioned flawlessly. However, because the team had limited access to a diverse range of devices in-house, validating that everything was working as expected was challenging. Since their customers used a wide mix of devices, operating systems, and network conditions, Hallmark found it difficult to replicate real-world usage scenarios without the right testing infrastructure.

To maintain quality at scale and avoid issues slipping into production, Hallmark needed a solution that offered both deep functional validation and access to a global pool of devices, something beyond the reach of traditional in-house testing methods.

Solution

Hallmark partnered with Testlio for comprehensive end-to-end testing. During a major rebrand from Hallmark Movies to Hallmark+, the transition required extensive QA support across multiple initiatives, including testing new subscription plans and a revamped membership program that offered perks like rewards points, coupons, free e-cards, and shopping benefits. Testlio played a critical role in validating all of these features to support a seamless transition.

Device Testing

Testlio’s crowdsourced QA community performed comprehensive functionality and asset checks across 10+ platforms including mobile, Roku, Fire TV, Android TV, and Apple TV, ensuring content was available, played as expected, and was removed on schedule. Testlio aligned testing to a prioritized device list based on real user traffic, while still ensuring coverage on lower-tier devices. 

Pre-production Testing

Identifying critical issues early allowed Hallmark to tackle issues that affected app store functionality before their build submissions. This proactive approach not only reduced production issues but also led to faster approval rates in both the Apple and Google Play stores. 

Functional Testing

A shared testing planner helped coordinate detailed asset checks, which is crucial during the holiday season, when Hallmark+ experienced its highest traffic and strongest viewer engagement. With regular content releases and freezes around key holidays, Testlio enabled Hallmark+ to maintain high quality and stability during their most critical periods.

“Our partnership with Testlio has been incredibly rewarding. They are thorough and ask the right questions, ensuring follow-through on our proactive initiatives.”

Results

Over five years of partnership with Testlio, Hallmark+ has seen consistent, measurable improvements that keep it competitive alongside similar streaming services. Through rigorous testing, Testlio helped identify and escalate dozens of critical issues, providing Hallmark+ an estimated $1.34 million in savings each year on potential revenue loss and support costs.

Over the course of the partnership, the collaboration has also evolved. Hallmark+ now regularly measures key metrics such as app load times and playback initiation speed, ensuring the platform performs at or above industry standards. The streaming platform has also expanded into automated testing to further boost efficiency and coverage. This ongoing partnership has driven steady growth, improved app reliability, and strengthened Hallmark+’s position in a crowded streaming market.

“Working with Testlio has been a game-changer for us. Their deep testing expertise and collaborative approach help us identify issues early and keep the streaming experience seamless. Knowing how we stack up against competitors keeps us consistently ahead.”