Premium audience represented by viewers like Li Wei, 39 (full persona available in info pack), who regularly engage with family and educational content. This segment shows strong co-viewing patterns during morning and early evening hours, usually of Kids channels on Live TV, with peak engagement during weekends.

They consume educational programming (like language-learning series, nature documentaries), family entertainment, child-friendly content and have high streaming app usage. These viewers consumptions of mixed family content makes them valuable for family brands, educational products, and household services targeting decision-making parents and their kids.