As connected TV ad dollars accelerate toward a projected $46 billion by 2028, Cineverse (Nasdaq: CNVS) is betting that streaming’s creative gap is the next big opportunity.

The entertainment technology company has launched Matchpoint Creative Labs (MCL), a new in-house agency built to serve the growing creative needs of CTV platforms, FAST channels, and streaming services. The move positions Cineverse not just as a technology provider, but as a creative engine for the ad-supported streaming economy.

Solving Streaming’s “On-Air” Problem

FAST and streaming operators have scaled quickly—but without the traditional infrastructure that supported legacy broadcast and cable networks. Specifically, many lack robust on-air promotions teams capable of producing high-quality, broadcast-grade creative at scale.

That’s the hole Cineverse aims to fill.

Operating within the Cineverse Technology Group, MCL blends creative direction, design, and production with tech-enabled workflows. The goal: produce video ads and channel assets that feel native to CTV—rather than repurposed from social or linear.

This comes at a pivotal moment. According to MNTN research cited by the company, CTV ad spend is forecast to surpass linear TV for the first time by 2028, reaching nearly $46 billion. Meanwhile, Nielsen reports that 66% of marketers planned to increase OTT/CTV budgets in 2025, up sharply from 44% in 2024. The implication is clear: budgets are shifting, and creative expectations are rising with them.

GenAI Meets Broadcast Craft

At the heart of Matchpoint Creative Labs is a hybrid production model. MCL combines traditional creative development—storyboarding, scriptwriting, human-led direction—with generative AI workflows designed to accelerate motion-based production and versioning.

The genAI component isn’t just a buzzword play. Over the past 18 months, Cineverse says it has built internal expertise supported by its LLM partner to enable scalable, cost-efficient production of video assets. That includes rapid iteration and deployment across campaigns and streaming channels—critical in an environment where personalization, localization, and versioning are becoming table stakes.

Beyond video ads, MCL will create motion-first creative for:

• On-air promotional spots

• Channel IDs

• Branding packages

• Visual assets for special programming stunts

In other words, it’s not just about selling ad inventory—it’s about upgrading the entire visual identity of FAST and streaming properties.

Built for SaaS Clients—and Beyond

MCL will be integrated into the Matchpoint SaaS and Cineverse 360 Ad Solutions sales process. For existing Matchpoint platform licensees, this opens a new path: access premium creative capabilities without building internal teams.

That’s especially appealing for mid-sized streamers and niche FAST operators that lack the budget—or volume—to justify a full in-house creative department. For larger players with existing teams, MCL can serve as a supplemental production arm.

The company expects Matchpoint Creative Labs to generate more than $4.5 million in high-margin revenue in its first year, driven by demand from both new and existing customers. The revenue projection underscores a broader trend in MarTech and AdTech: creative services are increasingly being bundled with technology platforms as differentiation becomes harder on infrastructure alone.

First Stop: Cineverse’s Own Networks

Before scaling broadly, MCL will be deployed across Cineverse’s owned and operated streaming brands, including:

• SCREAMBOX (horror)

• RetroCrush (classic anime)

• Dove Channel (women’s entertainment)

These properties will serve as a proving ground for ongoing channel branding, programming promotion, and audience engagement initiatives. It’s a practical strategy: refine the workflows internally, then expand outward.

Why This Matters for the CTV Ecosystem

Cineverse’s move reflects a broader shift in the streaming economy. As FAST platforms proliferate and ad-supported models dominate growth, differentiation increasingly hinges on presentation and viewer experience—not just content libraries.

In linear TV, polished on-air creative was a given. In FAST, it’s often an afterthought. That inconsistency creates friction for both viewers and advertisers.

By combining SaaS infrastructure with creative services, Cineverse is attempting vertical integration—capturing value across both the operational and creative layers of CTV. Competitors in the streaming tech stack have focused heavily on monetization tools, data, and programmatic integrations. Fewer have made creative production a core competency.

If MCL gains traction, it could signal a new competitive frontier in the CTV stack: platforms that don’t just deliver ads, but help shape how those ads look, feel, and perform.

A Broader Bet on the FAST Economy

The launch also highlights Cineverse’s ambition to expand beyond entertainment technology and deeper into the economics of streaming. By positioning itself at the intersection of SaaS, ad tech, and creative services, the company is aiming for a larger slice of the FAST and on-demand ecosystem.

As CTV overtakes linear and advertisers demand measurable performance with premium presentation, the gap between technology and creative continues to narrow. Cineverse is betting that the next stage of streaming growth won’t just be about where ads run—but how they’re made.

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