Cineverse, an entertainment technology company and studio, has launched Matchpoint Creative Labs (MCL), an in-house agency dedicated to premium video advertising for connected TV (CTV), free ad-supported streaming television (FAST) channels, and streaming services. MCL addresses the creative resource gap in the ad-supported streaming ecosystem by combining traditional creative expertise with genAI-enabled workflows to deliver scalable, broadcast-grade content cost-effectively.
Quick Intel
Cineverse is expanding its role in the streaming advertising landscape with the introduction of Matchpoint Creative Labs (MCL), a specialized in-house agency designed to meet the rising demand for high-quality video creative in CTV and FAST environments.
As brands increasingly allocate budgets to streaming—driven by forecasts showing CTV ad spend reaching nearly $46 billion and overtaking linear TV by 2028—MCL fills a key gap. Many FAST and streaming operators lack dedicated creative teams comparable to traditional broadcast networks' on-air promotions departments. MCL operates within the Cineverse Technology Group to provide native-feeling video ads through a blend of human-led scriptwriting, storyboard design, and genAI-powered production that enables fast development, versioning, and deployment.
The unit supports a broad range of motion-first creative needs, including promotional spots, channel branding, IDs, and special event visuals. These capabilities are initially powering Cineverse's own streaming properties, such as SCREAMBOX (horror), RetroCrush (classic anime), and Dove Channel (women's entertainment), while now being offered to external partners including brands and other streaming services.
MCL is projected to deliver more than $4.5 million in high-margin revenue during its first year, fueled by demand from Matchpoint platform licensees and existing customers. SaaS users can access premium creative services without building internal teams, and established creative groups can use MCL to augment their efforts. The team is actively piloting advanced genAI features with clients.
Tony Huidor, President of Technology & Chief Product Officer of Cineverse, said: "As FAST and streaming services continue to scale, the need for high-quality on-air creative has become critical, but the traditional broadcast model simply doesn't exist for many of these operators. The advent of Connected TV has changed how audiences watch television, but on-air creative hasn't kept pace. As genAI technology has rapidly matured over the past 18 months, we have focused on developing in-house expertise, with continual support from our LLM partner, that can provide a scalable solution that solves this problem. As a result, Matchpoint Creative Labs was established to bring broadcast-grade creative services to modern streaming services on a far more cost-effective basis."
Michele Edelman, Cineverse EVP Technology & General Manager of Matchpoint, added: "With the launch of Matchpoint Creative Labs, Cineverse extends its capabilities beyond entertainment technology and into the creative services ecosystem—positioning the company to participate more deeply in both the operational and creative segments of the Connected TV, On Demand and FAST economy."
By integrating MCL into its Matchpoint SaaS and Cineverse 360 Ad Solutions offerings, Cineverse strengthens its end-to-end ecosystem for content preparation, distribution, monetization, and enhancement in the evolving streaming market.
About Cineverse 360 Ad Solutions
Cineverse's advertising offerings unlock the world's most dedicated fandoms wherever they are, offering direct contextual advertising and a premium programmatic advertising network and ad-tech platform, C360. Cineverse's custom marketing integrations offer scalable opportunities to reach enthusiastic audiences across multiple touchpoints. These include audio opportunities via the Cineverse Podcast Network, display, social, experiential in-person events, and connected TV (CTV) advertising on the company's lineup of more than two dozen free, ad-supported streaming television (FAST) channels. Matchpoint® Creative Labs, the company's in-house agency, blends creative direction, design, and production with technology-enabled workflows that allow creative to be developed, versioned, and deployed quickly across channels and campaigns.
About Cineverse Technology Group
Cineverse develops proprietary technology that powers the future of entertainment, leveraging the Company's position as a pioneer in the video streaming industry along with the industry-leading strength of its development team in India. This team has dedicated years building and refining technology solutions that have pioneered streaming content management and distribution while leaning into advances in AI to set the company apart from the competition. This includes the award-winning media supply chain platform Matchpoint®; the AI-powered search and discovery tool for film and television, CINESEARCH, which makes deciding what to watch as entertaining as the entertainment itself; cineCore, a dataset of more than two million titles, including extensive proprietary AI-generated film and TV metadata; and the C360 programmatic audience network and ad-tech platform that provides brands the opportunity to target and reach key fandoms wherever they are.
About Cineverse
Cineverse (Nasdaq: CNVS) is an entertainment technology company and studio. Fiercely innovative and independent, Cineverse develops and invests in technology and content that drives the future of the industry. Core to its business is Matchpoint® – a growing tech ecosystem powered by AI and designed to prepare, distribute, monetize, and continuously improve content across any platform. Matchpoint helps studios large and small operate at scale and improve performance and efficiency in an increasingly fragmented distribution environment. Additionally, Cineverse distributes more than 71,000 premium films, series, and podcasts, across theatrical, home entertainment, and streaming; operates dozens of digital properties that super serve passionate fandoms around the world; and works with leading brands to connect them with audiences they value. From award-winning technology to the highest-grossing unrated film in U.S. history, Cineverse has created a playbook that marries tech and content to redefine the next era of entertainment.
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