Observed Signal · Dec 18, 2025 · Partnership · Source: AdExchanger · Impact: 3/5 · Sentiment: Neutral
Lionsgate Partners with FreeWheel for Ad Monetization Strategy
Lionsgate has chosen Comcast’s FreeWheel as its exclusive ad server to manage and monetize the growing ad inventory from its FAST (free, ad-supported) channels. The studio conducted an RFP to gain more control over its inventory and selected FreeWheel as a trusted partner due to Lionsgate’s lack of a legacy advertising business. Lionsgate has already begun offering FAST channels through DirecTV, Pluto TV, LG, and Vizio, and had previously worked with a CTV reseller. FreeWheel will handle ad monetization to maximize value while Lionsgate scales its channel network and collects data to inform production decisions. The move reflects a broader shift toward more direct ad control and data-driven decision making in TV/CTV.
Exclusive ad server deployment by Lionsgate signals a move toward in-house ad ops and data-driven decision making in CTV/FAST.
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Key Takeaways & Evidence Grounding
- Lionsgate selected Comcast’s FreeWheel as its exclusive ad server to manage and monetize FAST channel inventory.
- Lionsgate ran an RFP to gain more control over its ad inventory.
- Lionsgate began offering FAST channels on DirecTV, Pluto TV, LG, and Vizio.
- FreeWheel will monetize Lionsgate’s inventory and help scale its network, while Lionsgate collects data to inform production decisions.
- Chase Brisbin, EVP and head of global channels at Lionsgate, discusses the initiative.
Connected Companies & Entities
7 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Roku Integrates Premium Inventory into FreeWheel Hub
Roku is deepening its partnership with Comcast’s ad-tech division FreeWheel by integrating Roku’s premium CTV ad inventory into the FreeWheel Streaming Hub. The deal upgrades Roku from a demand partner to a platform client, offering a single dashboard to manage direct sales and programmatic auctions and introducing a standard RTB on-ramp that lets publishers connect their systems directly to Roku supply. FreeWheel’s head of supply, Greg Bel, described the expansion as a "game changer" for the CTV ad marketplace. NBCUniversal and Warner Bros. Discovery publicly endorsed the move for improving transparency, efficiency and advertiser access to large streaming audiences. Roku also reported substantial viewing scale, noting over 35 billion streaming hours in a single quarter, and recently made inventory available via Amazon’s ad platform as well.
LG and Lionsgate Launch 3 New Free Channels
LG has launched three new free, ad-supported channels on LG Channels in partnership with Lionsgate, featuring The Hunger Games, Saw, and John Wick franchises. These pop-up channels will be available at different times through the end of the year. Additionally, four new Lionsgate FAST channels will debut, including Pulse, Rookie Blue, Lionsgate Network, and Ghosts. The move follows the success of a previous Hunger Games pop-up channel, and aims to provide curated, limited-time viewing events for fans while adding value to the LG Channels and webOS experience.
CTV Ad Consumption Grows Across Europe
FreeWheel, a Comcast company, released its Video Monetisation Report for the first half of 2026, revealing that Connected TV (CTV) now accounts for 53% of premium video ad views in Europe, up from previous periods. Premium video ad views overall increased 20% year-over-year, and programmatic CTV ad views grew 44%. Live programming's share of ad views rose to 32% from 25% in the second half of 2025. The report, based on aggregated data from the FreeWheel platform, highlights the shift toward streaming and programmatic buying, with broadcasters integrating linear and digital inventory. It also notes improvements in data availability and transparency, with enriched data increasingly incorporated into bid requests. Emmanuel Josserand, Senior Director at Comcast Advertising, emphasized the growing opportunity for advertisers and the need for broadcasters to evolve their streaming and programmatic strategies.
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