As advertisers accelerate spending toward free ad supported streaming television, access to premium and brand safe inventory is becoming a strategic priority across the MarTech and streaming advertising ecosystem. Lionsgate has announced an expanded partnership with FreeWheel that gives ad buyers direct access to its growing portfolio of FAST channels in the United States through a single exclusive ad serving relationship.
FreeWheel, a global technology platform focused on the streaming advertising market, will now serve as the exclusive ad serving partner across Lionsgate’s US FAST channels. Through this agreement, Lionsgate inventory is available via the FreeWheel SSP, enabling buyers to transact either directly or programmatically through one to one or curated advertising packages. The move is designed to simplify buying paths while increasing demand and yield across Lionsgate’s premium free streaming properties.
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Lionsgate is one of the world’s leading standalone content companies and has emerged as a major force in IP driven FAST channel programming. Drawing from a deep library of well known film franchises and television series including John Wick, The Hunger Games, Twilight, The Conners, and Nash Bridges, the studio now operates more than forty FAST channels globally. Its lineup includes MovieSphere, the only FAST channel currently rated by Nielsen, as well as 50 Cent Action, created in collaboration with cultural icon 50 Cent.
Under the exclusive partnership, FreeWheel will enable unified decision making across advertising inventory on Lionsgate branded FAST channels in the US. According to a recent FAST report from FreeWheel, forty three percent of viewers watch FAST content, and eighty seven percent of FAST reach is incremental to traditional television campaigns. The same research shows that more than half of advertisers plan to allocate budget to FAST within the next six months, reinforcing why Lionsgate is consolidating its ad technology strategy.
“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.”
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FreeWheel executives said the partnership reflects a shared focus on simplifying access to premium video while maintaining transparency and control. “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, Vice President of Supply at FreeWheel. “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 support for audience targeting, transparent supply paths, and premium video formats. For advertisers navigating fragmented streaming environments, this development highlights how FAST is becoming a core extension of video strategy.
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