Premium audience exemplified by viewers like Darren Ong, 29 (full persona available in info pack), who prioritise sports content across StarHub.

This segment shows consistent engagement with live sports events, particularly during prime time and weekends, spanning football, basketball, F1, and other premium sports. They watch a mix of Live TV sports, VOD replays and Catch-Up TV highlights. Their viewing patterns show high engagement during major sporting events and regular consumption of sports analysis and highlight content.

These viewers show strong ad recall during live sports moments and maintain consistent engagement with sports-adjacent content, making them valuable for brands seeking passionate, affluent sports audiences.