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Sobia heads the research team at NBC Universal across APAC supporting the TV Distribution business,  Networks and DTC unit.  Her passion is understanding customer behavior and building compelling, data-driven narratives.


With over 15 years working in media, she has built an in-depth knowledge of the video landscape across the region.  Her roles have involved commissioning research studies that have informed programming decisions, built strategy and developed business plans.


Sobia is experienced in various primary research methodologies including ethnographies, focus groups, IDIs and surveys as well secondary data sources from industry benchmarking and measurement reports, third party data portals, social listening tools and piracy.


Prior to joining NBCUniversal, Sobia worked at CNBC Arabiya and YouGov working with clients such as American Express, Pepsi and Unilever.

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