Agility: StarHub has evolved from broadcaster to experience maker, redefining relationship with viewers

As StarHub marks its 25th anniversary this year, the company is not just celebrating a milestone. Instead, it is also reflecting on a transformative journey from traditional broadcaster to experience-driven media innovator. 

In this exclusive interview with APB+, Matt Williams, Chief of Consumer Business Group, StarHub, shares how the company has redefined its role in Singapore’s media ecosystem, the impact of tech like 5G and cloud infrastructure, and what it means to truly connect with audiences in an era of rapid changes.

As StarHub celebrates its 25th anniversary, what would you say has been the most significant turning point in the company’s journey within the broadcast and media space? 

Matt Williams: For the past 25 years, we have grown by listening to what matters to our customers, and making every day experiences simpler, smarter, and more seamless. One of the most defining moments in StarHub’s journey was moving beyond being just a content distributor to becoming an enabler of experiences.

The launch of StarHub TV+, TV+ PRO and our shift to a hybrid over-the-top (OTT) model did not just modernise how we deliver content — it transformed our relationship with viewers. 

It was a turning point where we stopped asking, “What more can we show?” and started asking, “What more can we do for our customers’ everyday lives?”

With Infinity Play, this mindset has guided every evolution since — whether that is making it easier for families to stream across devices, bringing live football to the heartlands, or helping time-starved users pick up shows where they left off. We are no longer just in the business of broadcast — we are in the business of creating seamless, human-first connections. This is a key differentiator that continues to set us apart today. 

Over the past two and a half decades, how has StarHub’s role in shaping Singapore’s content and broadcast ecosystem evolved, and what impact has it had on regional trends? 

Williams: As we celebrate our 25th anniversary this year, StarHub has grown from being a platform that offers content, to one that curates, and connects with partners and audiences alike. We have played a vital role in bringing global content into local homes, but more importantly, we have been a bridge between tech advancement and human engagement.

Whether it was pioneering IPTV, redefining bundles through Infinity Play, or investing in hyper-local sports broadcasting, our focus has remained the same: how do we bring people closer to what they care about? 

Most recently, our efforts in sports broadcasting, where we proudly champion our role as the Home of Sports, have helped bring communities together both on-screen and off. Campaigns like Football for All brought live match screenings to the heartlands and iconic locations across Singapore, creating shared moments of celebration.

Beyond football, our lineup spans fan-favourite leagues such as the NBA and top cricket tournaments, continuing to foster a vibrant, connected sports community across Singapore. Regionally, our tech-forward and customer-centric approach is influencing how content platforms in Asia think about convergence — not just between provider and media, but between content and community. 

From pioneering IPTV to integrating OTT with linear TV, StarHub has consistently adapted to shifting viewer behaviours. How do you ensure the company remains agile over the next 25 years? 

Williams: Agility is in our DNA. At StarHub, we maintain a constant pulse on evolving customer habits, fuelled by insights, data and a test-and-learn mindset. We are deeply invested in future-proofing our infrastructure, both in terms of technology and partnerships. Whether it is bundling entertainment and connectivity in smarter ways, or enabling hyper-personalisation through AI-driven recommendations, our focus remains on delivering experiences that are not only relevant today but scalable for tomorrow.

A key driver of this agility is our strategic multi-brand, multi-segment approach, which continues to fuel market share expansion across mobile, broadband, and entertainment, which are all powered by Infinity Play. This strategy allows us to offer differentiated propositions tailored to diverse consumer segments, from premium users seeking high-performance experiences to value-driven customers looking for affordability without compromising quality.

How is StarHub leveraging its 5G and cloud infrastructure to support the next generation of content delivery and real-time media experiences? 

Williams: What is next is already taking shape. We see 5G and the cloud as the twin engines powering the future of media, not just in terms of technology but in enabling deeply personal, immersive experiences that meet people where they are. Our UltraSpeed 10G-XGS-PON network, paired with a robust cloud-native infrastructure, is already transforming how content is created, delivered, and experienced. 

Today, this means enhanced live sports streaming, interactive event experiences, and seamless on-the-go content consumption. Features like cloud-based recording — where users can record a show on one device and pick it up on another — have redefined what flexibility looks like for families and busy individuals. 

But the real promise lies in what comes next. We are laying the groundwork for tomorrow’s content and experiences with intelligent networks, edge computing, and real-time connectivity designed to power what is ahead. 

We are exploring how 5G can unlock entirely new formats, from seamless cloud gaming, multi-device streaming in 4K or even 8K, and even ultra low-latency livestreams all while on-the-go, that bring people closer to the moments and communities they love. For younger audiences, that could mean ultra-responsive mixed reality experiences. For older viewers, it could mean smoother, more reliable viewing — from uninterrupted live sports to video consultations and digital services that support daily life. 

Looking ahead, what legacy does StarHub hope to leave as it continues evolving as both a telco and a media innovator in the Asia-Pacific region? 

Williams: We hope to be remembered not just for keeping up with the times, but for shaping them. Our legacy lies in making content more accessible, meaningful, and personal — enriching lives through moments that matter. 

As we continue to innovate, we are building a future-ready StarHub, one that creates sustainable value for our people, communities, and the planet. In the Asia-Pacific region, we continue to explore opportunities to evolve in areas including convergence, customer experience, and digital responsibility.

Our vision is simple yet bold: To make every experience count.