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Sky unveils new subscription service Sky Go Extra
MUMBAI: UK pay TV service provider Sky has launched a brand new subscription service, Sky Go Extra, which lets customers download films from Sky Movies and content from channels such as Sky 1 and Sky Atlantic to watch when and where they want, without the need for a WiFi or 3G/4G connection. The service also lets Sky Go Extra customers register for Sky Go on up to four, rather than two, internet-connected devices.
Available to all Sky TV customers for just ?5 per month, the new service delivers even more flexibility to Sky customers by letting them download movies and TV shows depending on their Sky TV subscription to their smartphone, tablet, laptop or MacBook via WiFi to watch offline later. So whether in a car, on a flight or on the train or Tube, Sky customers will be able to enjoy a wide range of content anywhere, not just where they can find a reliable WiFi or high-speed mobile connection.
The launch of the new service builds on the success of Sky Go, which offers Sky customers access to live and on demand programmes and films from up to 43 channels on a wide range of internet-connected devices including laptops, smartphones, tablets and games consoles. Sky Go now attracts more than 3 million unique users each quarter.
In addition to being able to download content, Sky Go Extra customers are also able to register for Sky Go on up to four, rather than two, internet-connected devices, giving Sky households even more flexibility over when and where they enjoy the service.
Sky Go Extra is the first mobile TV subscription service in the UK and Ireland to offer Hollywood movies to download and watch offline. With a choice of hundreds of titles exclusive to Sky Movies available to download at any one time, Sky Go Extra customers who subscribe to the Sky Movies pack will be able to download blockbuster releases around six months after they have ended their run in cinemas. Once downloaded, customers can store the films on their portable devices for up to 30 days.
Films such as ‘Avengers Assemble‘, ‘Sherlock Holmes: Game of Shadows‘ and ‘Pirates In An Adventure with Scientists‘ will all be available for download through the service, alongside the entire James Bond film catalogue, containing all twenty-two official Bond films. All titles are available exclusively to Sky Movies subscribers and will not be available on any other online movies subscription service for at least a year after they first appear on Sky Movies.
Sky Go Extra customers will also be able to download the latest shows from channels including Sky Atlantic, Sky 1, Sky Living and Sky Arts, as well as partner channels such as Nickelodeon and Disney. This includes shows from the US ‘Girls‘ and ‘The Following‘ (Sky Atlantic), as well as Sky‘s shows such as ‘Stella‘, ‘An Idiot Abroad‘ and ‘Trollied‘ (Sky 1). Customers with a 64 GB iPad will be able to store in excess of 400 half-hour shows and more than 80 movies.
Sky MD of sales, marketing Stephen van Rooyen said, "Building on the ever-growing popularity of Sky Go, Sky Go Extra lets Sky customers download great movies and TV shows to take with them to watch offline whenever and wherever suits them, as well as access to Sky Go on up to four internet-connected devices. Together with our comprehensive On Demand service and our range of award-winning apps, we continue to deliver helpful and innovative ways for Sky customers to enjoy even more flexibility over when, where and how they enjoy Sky."
Last year millions of Sky customers used Sky Go to watch movies on demand, with ‘Bad Teacher‘, ‘Transformers: Dark of the Moon‘ and ‘Captain America: The First Avenger‘ the three most popular movies on Sky Go last year. Entertainment series on demand have also proven popular on Sky Go, with more than 2.5 million views of the second series of ‘An Idiot Abroad‘ and 1.1 million views of the latest season of ‘Game of Thrones‘.
Sky Go Extra is the latest in a series of recent developments from Sky that help customers take full control of their TV viewing. This includes Sky‘s TV On Demand service through the Sky+HD box, which now delivers hundreds of hours of catch-up TV from the BBC, ITV, Channel 5 and Sky channels alongside on demand access to shows from a number of other leading channels including UKTV, MTV and Discovery. Sky also offers its customers a wide range of award-winning apps at no extra cost, including the popular Sky+ app, which can even be used as a remote control for the Sky+HD box.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
