Lionsgate partners with FreeWheel to give Ad buyers access to its inventory

FreeWheel, a global streaming advertising platform, announced an ad-serving partnership with 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 either directly or programmatically via 1:1 or curated packages. Holmes Media acted as the advisor to Lionsgate throughout this negotiation.

Lionsgate is a leader in curating IP-driven FAST channels that captivate all types of audiences. 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 channels globally that are helping shape the future of free streaming. This portfolio includes its flagship MovieSphere, which is the only FAST channel rated by Nielsen, and 50 Cent Action, a collaboration with cultural icon 50 Cent.

Under the partnership, FreeWheel 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. This 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.

Chase Brisbin, EVP of International SVOD Sales & Head of Global Channels at Lionsgate: “It was an easy decision to choose FreeWheel, a leader in the space, as our exclusive technology partner across our ad-supported FAST business. 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, Vice President of Supply at FreeWheel: “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. 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 seamlessly access Lionsgate inventory through the FreeWheel SSP with full support for audience targeting, transparent supply paths, and premium video formats.

www.freewheel.com

www.lionsgate.com

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