Lionsgate has selected FreeWheel, a Comcast-owned technology leader, as its exclusive ad-serving partner for nearly 30 U.S. FAST channels. This partnership grants FreeWheel sole control over the advertising inventory for premium channels such as ‘MovieSphere’, the first Nielsen-rated FAST channel, and ’50 Cent Action’. The deal allows media buyers and studio houses to access Lionsgate’s high-demand streaming inventory through the FreeWheel supply-side platform (SSP) for direct and programmatic purchases.

The agreement aims to consolidate ad decision-making and maximize yield by leveraging Lionsgate’s vast library of over 20,000 titles, including franchises like ‘John Wick’, ‘The Hunger Games’, and ‘Twilight’. Chase Brisbin, Lionsgate’s EVP of International SVOD Sales, and Greg Bell, FreeWheel’s Vice President of Supply, emphasized that the integration provides a frictionless, brand-safe path for advertisers to reach diverse audiences. Holmes Media served as the advisor to Lionsgate during the negotiation process to ensure a streamlined technical transition.

Officially announced on December 18, 2025, the partnership addresses the rapid growth of the FAST sector, where 43% of viewers now consume ad-supported streaming content. By unifying ad operations, Lionsgate intends to scale its premium video experiences across various platforms while simplifying the buying process for global advertisers. The move solidifies Lionsgate’s position as a standalone content leader within the evolving digital media supply chain. (USA)