About the channel
Viewers are females of all ages, well educated and full time workers with 1 in 5 being self-employed.
They fall into the LSM 7-10 group with a racial profile that skews to white and Indian viewers though 64% are black.
They describe themselves as being middle class and above and are one of the 3 channels that have seen the highest social class shift upwards.
8 in 10 have a smartphone and access to the internet.