StarHub–Mediacorp deal brings sports, dramas, and local favourites to mewatch

In what amounts to a notable move in Singapore’s media ecosystem, StarHub and Mediacorp have agreed to share content via the streaming service mewatch — a deal that underlines how Singaporeans are increasingly consuming content online rather than sticking to traditional broadcast TV.

Under the agreement, StarHub will make its content packages available through mewatch. According to the press release, viewers will gain access to an “extensive premium line-up” including over 7,000 hours of live sports, Asian dramas, local favourites and global sporting spectacles. The partnership aims to marry Mediacorp’s broad reach in Singapore’s local content market with StarHub’s technology and data strengths in video platforms. 

StarHub’s CEO, Nikhil Eapen, is quoted as saying: “At StarHub, we are determined to make technology and media work better for people. By joining forces with Mediacorp, we are bringing audiences the widest, most exciting portfolio of content. From global sporting spectacles to local favourites, in ways that are simple, flexible and accessible.”

How will it work?

We reached out to StarHub for more details on how this would work for each of their subscribers:

Will I have to pay to watch my StarHub content on mewatch if I’m an existing StarHub subscriber?

There are no changes for existing StarHub subscribers. Customers can continue enjoying their content on the StarHub TV+ app as usual. Access via mewatch is not available at this time, and there will be no additional charges. StarHub will provide clear details and advance notice when the integration becomes available to ensure a smooth and seamless transition.

How will mewatch subscribers be charged to watch StarHub content?

mewatch users who wish to access StarHub’s premium content will be able to subscribe directly through mewatch, with payment processed via credit card to Mediacorp. The pricing structure will remain consistent across both platforms, ensuring transparency and parity for all viewers.

Will there be any changes to how the apps work?

At this stage, StarHub TV+ and mewatch will continue to operate as separate applications. Viewers may continue using their preferred platforms without any disruption. The integration will be introduced in phases and managed carefully to ensure a seamless viewing experience when implemented.

Will there be any free StarHub content available on mewatch?

StarHub’s premium content will remain subscription-based. mewatch users will continue to enjoy Mediacorp’s free-to-air channels and on-demand programmes at no cost, with the option to subscribe to StarHub’s premium offerings within the same platform once available.

Are there any plans for StarHub to stream mewatch content (beyond the free-to-air channels)?

StarHub will continue to carry Mediacorp’s free-to-air channels on its platform, ensuring continued access for all customers. At this time, there are no plans to expand the content offerings.

Will I have to pay to watch my StarHub content on mewatch if I’m an existing StarHub subscriber?

There are no changes for existing StarHub subscribers. Customers can continue enjoying their content on the StarHub TV+ app as usual. Access via mewatch is not available at this time, and there will be no additional charges. StarHub will provide clear details and advance notice when the integration becomes available to ensure a smooth and seamless transition.

Why the timing makes sense

The deal comes at a moment when Singapore’s media consumption habits have shifted materially. While traditional free-to-air (FTA) TV channels remain relevant, the growth in online video and streaming is unmistakable. A study by the Infocomm Media Development Authority (IMDA) found that in 2015, more than half of Singapore consumers (54 %) watched online videos, and for millennials (aged 15–34) that figure was as high as 89 %. 

Meanwhile, recent trend data suggest that internet penetration in Singapore has reached around 95.8 % as of early 2025, with 5.61 million people actively online. And although a global analysis shows that traditional TV still dominates in many markets (for example, in some places over 70 % of viewing is linear TV), streaming and digital platforms are gaining rapidly. 

Singapore is shifting toward online, on-demand, multi-screen media-use patterns. In that environment, a tie-up between a major broadcaster and a telco/streaming platform feels very timely.

For viewers, the partnership promises a better, more integrated experience: more choice, more flexibility, and the ability to consume premium local and regional content through digital means. For advertisers, the deal unlocks improved media efficiencies, sharper targeting, less waste, and measurable outcomes in a fragmented media landscape. 

Given the competitive pressures from global streaming services and the fact that local content still matters deeply in Singapore, the partnership anchors value locally while enabling more digital monetisation strategies.

What this could mean

This kind of content-sharing partnership underscores a few important shifts:

• FTA TV remains a baseline, but online is growing. Even though linear TV is still significant, Singapore and other markets are seeing increasing viewing hours shift to online video and streaming formats.
• Viewers expect ‘anywhere, anytime’ access. The convenience mindset is strong: people no longer accept “only if you have the right set-top box” or “only on the big screen at home”. Streaming platforms, multi-device access, and simplified subscriptions are the norm.
• Advertising must adapt. With more digital consumption, advertisers are moving budgets toward more data-driven, programmatic, precision formats. Reports show Singapore’s digital ad spend is predominantly focused online. 
• Local content remains a differentiator. Global services are powerful, but local language programming, sports rights, and culturally relevant stories still matter a lot in Singapore, and this deal leans into that. It also suggests that they recognise they cannot go it alone in a fragmented media world, when content, platform, data and audience all need to align.

How will it all play out?

We saw some recent consolidation recently when Keppel sold M1’s telco business to Simba, but this is different.

One point to keep and eye on is execution: how well will the platforms integrate? How smooth will the user’s path from discovery to playback be? Will the advertising targeting deliver meaningful lift and avoid alienating users with over-tracking?

From the viewer side, I think the deal raises expectations: viewers will expect streaming performance, full device support, flexible subscriptions, and content fresh enough to justify choosing these platforms over global competition. From the business side, StarHub and Mediacorp will likely emphasise metrics: incrementality, ad reach, cross-platform measurement, and retention rates, with the deal possibly being a template for future collaborations between traditional media and digital platforms.