Lionsgate Partners Exclusively with FreeWheel to Give Ad Buyers Direct Access to Its Premium FAST Inventory

Why It Matters

The partnership gives advertisers a unified, programmatic gateway to Lionsgate’s high‑value FAST inventory, accelerating studio revenue and cementing FAST as a core pillar of modern TV advertising.

Key Takeaways

• Lionsgate partners exclusively with FreeWheel for FAST ad serving
• 30+ U.S. FAST channels available via FreeWheel SSP
• 43% of viewers watch FAST; 87% reach is incremental
• 53% advertisers plan to allocate FAST budget soon
• Programmatic buyers get targeting, brand‑safe formats on SSP

Pulse Analysis

The FAST (Free Ad‑Supported Streaming TV) ecosystem has moved from niche to mainstream, driven by consumer appetite for cost‑free, on‑demand content. Lionsgate, a heavyweight in IP‑driven channels, leverages a catalog that spans blockbuster franchises and niche genres, positioning its portfolio as a premium alternative to traditional linear TV. FreeWheel, the world’s largest Connected TV marketplace, provides the technical backbone that aggregates inventory, ensuring brand safety and measurement fidelity across fragmented streaming environments.

By integrating directly with FreeWheel’s SSP, Lionsgate eliminates intermediaries, granting advertisers real‑time access to curated packages and 1:1 deals. The platform supports sophisticated audience targeting, transparent supply paths, and premium video formats, which together enhance yield management and reduce friction for programmatic buyers. This streamlined workflow not only boosts Lionsgate’s monetization efficiency but also offers advertisers a single, brand‑safe venue to reach viewers who are increasingly cord‑cutting and gravitating toward FAST channels.

Industry analysts view the exclusive partnership as a bellwether for the broader ad‑supported streaming market. With 43% of U.S. viewers already tuning into FAST and 53% of marketers earmarking budget for it, the model validates FAST as a durable revenue pillar rather than a temporary experiment. As advertisers shift spend from legacy TV to addressable, data‑driven environments, collaborations like Lionsgate‑FreeWheel will likely accelerate, shaping the future of TV advertising and expanding the premium inventory pool available to brands.