Leveraging 5G: StarHub going beyond traditional IPTV and reshaping how content is consumed & enjoyed

By Shaun Lim

When APB+ last spoke with Johan Buse, Chief of Consumer Business Group, StarHub, the Singapore telco and pay-TV operator was busy with the imminent launch of the StarHub TV+ over-the-top (OTT) service, allowing fans of the English Premier League (EPL) the opportunity to catch their favourite teams in action over live streaming.

At that time, Buse described this as the latest step in StarHub’s TV transformation journey to meet the change in viewing habits. “A trend we identified a few years back was time- and place-shifting, whereby customers want to playback shows they missed and stream content seamlessly from one device to another,” he said.

Since then, many things have changed. 

Consumers’ demand for high-quality content continues to grow at a time when they are faced with a deluge of choices, often offered by streaming services which have increasingly embraced the advertising-based video-on-demand (AVoD) model as technologies such as AI have evolved to transform how content is delivered and consumed.

Through these changes however, StarHub’s approach has not deviated from what they perceive as a non-negotiable belief.

Buse told APB+, “At StarHub, we are committed to a customer-centric approach, prioritising the evolving needs of today’s digital consumers within the dynamic entertainment landscape. We predicted several imperative consumer trends in today’s dynamic entertainment landscape – particularly the growing sophistication and adoption of a digital lifestyle marked by a desire for on-demand entertainment. 

“Recognising this, we accelerated the migration of our customer base from traditional IPTV product lines to advanced OTT delivery as part of our Entertainment business transformation.

“This shift has enhanced customer experience with a wider choice of content, incorporating advanced features such as time-shift and native multi-screen functions — enabling us to deliver even more personalised experiences and targeted recommendations, including OTT content. This ensures viewers discover and enjoy content that resonates with their preferences.”

Revolutionising sports OTT streaming 

If the recently concluded UEFA Euro 2024 football tournament was any indication, live sports content remains one of the most popular content genres for global audiences. 

According to UEFA, the governing body for European football, EURO 2024 reached a global accumulative audience in excess of five billion viewers as Spain sauntered their way to a record fourth title in Germany.

For StarHub, who made EURO 2024 available to be watched by customers on the StarHub TV+ service, the potential offered by sports OTT is perhaps infinite, driven in large part to a technology StarHub has invested heavily in over the last few years.

“StarHub sees 5G as a game-changer for sports OTT streaming, enabling us to deliver an unparalleled viewing experience for our customers,” Buse declared. “StarHub’s advanced 5G and UltraSpeed 10GXGS-PON network, which was first to market and already breaking fibre speed barriers, lays the foundation for this transformation.

“Leveraging this, we are able to deliver an unparalleled viewing experience for our customers. 

“5G’s ultra-low latency and high bandwidth will allow us to offer sports fans crystal-clear 4K and even 8K streaming with virtually no buffering. Imagine watching a live football match with the ability to instantly switch between multiple camera angles, access real-time stats and replays on demand, all without a hint of lag. This is the future that 5G enables and the possibilities are endless.”

Beyond just faster download speeds, StarHub is also playing the long game when it comes to 5G, believing it offers a “treasure trove of opportunities” to explore when it comes to improving audience engagement, said Buse.

He cited the example of immersive experiences, where 5G’s low latency can allow consumers to virtually attend live concerts or sporting events with real near-time interaction and 4K to even 8K quality. “StarHub could partner with content creators to offer exclusive 5G-powered experiences that traditional mobile data can’t replicate.”

Interactive content and gamification are also possible, due to 5G’s ability to handle massive amounts of data, thus opening the door for more interactive content. “Think personalised recommendations, real-time polls within shows, or even augmented reality (AR)/virtual reality (VR) experiences that layer onto existing content,” said Buse.

Content viewing, in some instances, also represents communal activities, where the participants are keen to enjoy enhanced social interaction. Powered by 5G, consumers can live stream high-quality content while interacting with friends in real-time, creating a more social and engaging online experience.

Looking ahead, Buese also revealed the three key pillars that StarHub’s 5G strategy will be based upon:

• Building a 5G ecosystem: Partnering with providers, creators and others to ensure a smooth and feature-rich 5G entertainment experience for StarHub customers. 
• Data-driven personalisation: Utilising the vast amount of data generated by 5G usage to personalise content recommendations and offers, making StarHub services even more relevant to each user. 
• Investing in future-proof infrastructure: Continuously upgrading and expanding StarHub’s network to stay ahead of the curve and cater to new applications as they emerge.

He is also convinced that 5G has a key and defining role to play, as broadcast TV continues to move beyond its traditional roots.

“5G truly opens up a lot of possibilities and has been revolutionising our viewing habits far beyond the confines of traditional satellite and cable services that ruled the roost just over a decade ago,” said Buse. “Now, 5G empowers streaming services to deliver smoother and high-quality content — from buffer-free Ultra HD (UHD) to potentially even 3D experiences.”

While benefiting viewers located in more remote areas with enhanced accessibility, 5G is also opening doors for StarHub to offer more immersive experiences through services such as StarHub TV+ Pro, its premium set-top box (STB) service.

Buse also envisions other exciting possibilities that may soon be a reality. These include personalised advertising and integration with extended reality (XR) technologies, targeted ads displayed on virtual billboards within streamed sports events, or allowing viewers to live vicariously through the action while enjoying their favourite TV shows in VR. 

“With 5G, the future of broadcast TV is brimming with endless possibilities. StarHub is at the forefront, ready to deliver these innovative experiences directly to our customers,” he concluded.