Plex partners with Lionsgate to expand its ad-supported video library

Plex has added a new content partner for its soon-to-launch ad-supported video service. The company announced this morning its service will now also include movies from Lionsgate, which will join Plex’s existing partner Warner Bros. Domestic Television Distribution , in helping to fill out the forthcoming video-on-demand library.

However, unlike with Warner Bros., whose videos will be limited to U.S. viewers, the deal with Lionsgate is for worldwide streaming. (There may be a few titles with geo-restrictions, Plex noted.)

“Lionsgate is one of the biggest names in the business and we know our millions of users will enjoy free access to their library of movies,” said Keith Valory, CEO of Plex, in a statement. “Plex caters to the most passionate and discerning media lovers all over the world, so it is important for us to be able to bring great content like this together in one beautiful app for all of our users across the globe.”

TechCrunch first reported on Plex’s plans to enter the ad-supported movies market back in January. The company described a strategy that is similar to Roku’s — that is, instead of just facilitating streaming through its platform, it will actually broker deals that bring a selection of free content directly to its users. It can then tap into the ad revenue that’s generated to boost its bottom line as Roku does with The Roku Channel.

Though Plex began as a media organizer, it has, in recent years, expanded to focus on becoming a one-stop-shop for all your media needs. This includes streaming and recording from live TV, streaming music by way of a TIDAL partnership , plus access to podcastsnews  and web series.

Plex now has 20 million users, and while it doesn’t detail its subscriber numbers, it has achieved profitability.

That said, the one media organization challenge it hasn’t yet solved is helping users search for, discover, and track the shows and movies they want to watch outside of live TV or its ad-supported streams. Plex did once say it’s looking into paid subscriptions further down the road, as it’s a natural next step beyond the ad-supported streaming deals.

Plex says its video-on-demand library will launch later this year.