Lionsgate Studios Corp. has entered into an exclusive partnership with FreeWheel, the leading global technology platform for streaming advertising, to serve as the sole ad‑serving partner for the studio’s U.S. FAST channels. The agreement covers nearly 30 U.S. FAST channels, including MovieSphere, 50 Cent Action, and other outlets that feature franchises such as John Wick and The Hunger Games.
Under the deal, FreeWheel’s supply‑side platform will enable Lionsgate’s FAST inventory to be sold directly or programmatically, providing advertisers with a unified, premium ad‑selling experience. The partnership is designed to streamline ad sales, improve operational efficiency, and expand revenue opportunities across Lionsgate’s growing ad‑supported footprint. While Lionsgate has not disclosed specific financial projections or a full integration timeline, the move signals a commitment to scaling its FAST strategy and monetizing its extensive content library.
Management emphasized the strategic fit of the partnership. Chase Brisbin, EVP of International SVOD Sales & Head of Global Channels, said the choice of FreeWheel “was an easy decision because FreeWheel is a leader in the space and will make our channels even more accessible to advertisers seeking high‑quality, culturally relevant content.” Greg Bel, Vice President of Supply at FreeWheel, added that the collaboration will provide “a consolidated, frictionless path to premium, brand‑safe streaming environments” for buyers.
The partnership comes at a time when the FAST market is expanding rapidly. Analysts project the global FAST segment to reach tens of billions of dollars by 2030, driven by consumer demand for free, ad‑supported content and subscription fatigue. FreeWheel’s expertise in programmatic advertising and connected‑TV marketplaces positions it as a strategic partner for content companies looking to optimize ad revenue. Lionsgate’s focus on FAST channels, now the only FAST channel rated by Nielsen, underscores its intent to bring traditional measurement standards to the space and attract advertisers with proven ROI.
While specific financial targets and integration dates remain undisclosed, the partnership is expected to unlock new revenue streams and enhance Lionsgate’s competitive positioning in the crowded streaming landscape. The deal reflects Lionsgate’s broader strategy to monetize its IP through ad‑supported models and to leverage technology partners that can scale ad sales efficiently.
The content on BeyondSPX is for informational purposes only and should not be construed as financial or investment advice. We are not financial advisors. Consult with a qualified professional before making any investment decisions. Any actions you take based on information from this site are solely at your own risk.