Lionsgate recently announced a new exclusive partnership with FreeWheel. This deal gives media buyers direct access to its premium FAST inventory in the United States. FreeWheel will serve as the exclusive ad-serving partner for Lionsgate channels. These channels feature some of the most popular film and television franchises today. Advertisers can now purchase ads directly or through programmatic channels. This integration happens through the FreeWheel SSP marketplace. It represents a significant step for the free ad-supported streaming television industry.
The studio currently operates nearly 30 FAST channels nationwide. This portfolio includes hit series like The Conners and Nash Bridges. It also features major movie brands like John Wick and Twilight. Buyers can now access this FAST inventory with full targeting support. FreeWheel provides a frictionless path to high-quality streaming environments. This ensures that brands can easily connect with culturally relevant content. Recent data shows that 43 percent of viewers now watch these services. Furthermore, 87 percent of this reach is incremental to traditional TV.
Expanding Digital Reach with Premium Streaming
The partnership allows Lionsgate to manage demand and grow revenue effectively. FreeWheel facilitates unified decision-making on advertising across all branded platforms. This helps scale premium video experiences for listeners and viewers alike. Advertisers plan to allocate more budget to this space in the future. The 50 Cent Action channel is also included in this new offering. This collaboration with a cultural icon attracts diverse audience types. Lionsgate remains a leader in IP-driven content for the modern era. They continue to invest in their FAST inventory to meet buyer needs.
“It was an easy decision to choose FreeWheel, a leader in the space, as our exclusive technology partner across our ad-supported FAST business,” said Chase Brisbin, EVP of International SVOD Sales & Head of Global Channels at Lionsgate. “We believe in the power of a targeted premium offering, and this deeper integration makes our channels even more accessible to advertisers seeking high-quality, culturally relevant content to pair with their brands.”
Greg Bel serves as FreeWheel’s Vice President of Supply. He expressed excitement about deepening the collaboration with an industry innovator. Lionsgate has an extensive and award-winning content library for fans. This footprint is one of the fastest-growing in the market today. By unifying ad serving, the companies maximize yield per impression. Programmatic buyers gain transparent supply paths for their video formats. Holmes Media advised Lionsgate throughout the entire negotiation process. Both companies are now shaping the future of free streaming together. Advertisers can expect consistent results from these brand-safe environments. The move helps Lionsgate monetize its 20,000-title film and television library.
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News Source: Businesswire.com
