Lionsgate Partners Exclusively With FreeWheel To Give Ad Buyers Direct Access To Its Premium FAST Inventory

Today, FreeWheel, a global technology platform for streaming advertising, announced it is the exclusive ad-serving partner across Lionsgate’s ever-growing portfolio of FAST channels in the U.S. Through this expanded partnership, Lionsgate’s premium inventory is now available to buyers through the FreeWheel SSP — a platform for premium video publishers to manage and sell their ad inventory — either directly or programmatically via 1:1 or curated packages.

Lionsgate curates IP-driven FAST channels. By tapping into the company’s robust catalogue of film franchises and TV series — including John Wick, The Hunger Games, Twilight, The Conners and Nash Bridges — the studio now operates over 40 free streaming channels globally. This portfolio includes its flagship MovieSphere — the only FAST channel rated by Nielsen — and 50 Cent Action, a collaboration with cultural icon 50 Cent.

Under the partnership, FreeWheel says it will “facilitate unified decision-making on advertising across Lionsgate branded U.S. FAST channels. According to a new FAST report by FreeWheel, 43% of viewers watch FAST and 87% of FAST reach is incremental to traditional TV campaigns, which is why 53% of advertisers plan to allocate budget to FAST in the next six months. The exclusive focus on FreeWheel enables Lionsgate to manage demand, grow revenue and scale premium video experiences across platforms.”

“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, Lionsgate EVP of International SVOD sales & head of global channels. “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.”

“We’re excited to deepen our collaboration with Lionsgate, an innovator with an extensive, award-winning content library combined with one of the fastest-growing ad-supported footprints in the market,” said Greg Bel, FreeWheel vice president of supply. “By unifying ad-serving and unlocking streamlined access in the FreeWheel SSP, we’re helping Lionsgate maximize yield while giving buyers a consolidated, frictionless path to premium, brand-safe streaming environments.”

Programmatic buyers can now access Lionsgate inventory — including the 50 Cent Action Channel — through the FreeWheel SSP with full support for audience targeting, transparent supply paths, and premium video formats.

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