Accedo marketplace integration connects OTT providers to 10M library users
Accedo has integrated its Accedo One marketplace with hoopla Digital's BingePass, enabling OTT video service providers to easily connect with US library card holders without custom technical setup. Hallmark Movies Now is the first service to leverage this marketplace integration, scaling its audience reach across hoopla's network of nearly 10 million users.
Key Takeaways
- Accedo One customers can now access hoopla Digital's network of nearly 10 million registered users via an out-of-the-box marketplace integration.
- Hallmark Movies Now is the debut partner, providing library patrons unlimited seven-day access to its content with a single library borrow.
- The BingePass system allows users to log into OTT platforms using their existing hoopla identities, bypassing traditional subscription paywalls.
- The integration eliminates the need for bespoke technical development for providers looking to scale traffic through the public library ecosystem.
Why It Matters
The integration solves a key friction point for niche and mid-tier SVOD services seeking cost-effective audience acquisition. By converting public library infrastructure into a discovery funnel, providers can monetize dormant catalogs and drive top-of-funnel awareness without the high CAC of traditional digital advertising. For the broader industry, this partnership validates 'library-as-a-service' as a viable distribution tier for premium video. To gauge long-term viability, watch if high-churn services use BingePass as a permanent secondary window or merely a temporary promotional tool to capture holiday-driven traffic surges.
Additional Context
The library streaming sector has seen significant growth in recent months, with hoopla Digital reporting a 60% increase in BingePass borrows year-to-date as of November 2024. Per Business Wire, the platform now hosts approximately 30 different BingePasses, expanding beyond video into magazines, mental health tools, and gaming. This growth is part of a broader shift where public libraries have become critical hubs for digital media consumption, especially as consumer streaming budgets tighten. In December 2025, hoopla further evolved the model by launching 'SeasonPass,' which allows patrons to borrow entire TV seasons with a single credit, a move designed to lower the cost-per-circulation for libraries while increasing value for viewers (per hoopla Digital, December 2025). Hallmark Media has aggressively leveraged this ecosystem to support its digital transition. In September 2024, the company rebranded its streaming service from Hallmark Movies Now to Hallmark+, incorporating retail benefits and ad-free viewing. This rebranding effort, supported by Accedo, included the introduction of an unauthenticated homepage to lower barriers for new users (per Accedo, September 2024). Despite a 13% decline in linear viewership, Hallmark Channel remained the top-watched entertainment cable network in 2024 among key demographics like Women 18-49, according to Nielsen data cited by Entertainment Now in January 2025. The success of its 'Countdown to Christmas' programming, which accounted for the top three most-watched cable movies of 2024, illustrates why the brand remains a primary draw for library patrons seeking 'feel-good' content through digital borrows.
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