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Netflix to launch In Norway, Denmark, Sweden and Finland this year
MUMBAI: OTT subscription service Netflix has announced it will offer streaming of TV shows and movies for one low monthly price in Norway, Denmark, Sweden and Finland before the end of 2012.
Upon launch, broadband Internet users in the Nordic countries can subscribe to Netflix and instantly watch a wide array of Hollywood, local and global TV shows and movies.
Netflix gives people a choice to enjoy what they want to watch from its broad selection, when they want to watch it, where they want to watch it for one low monthly price over a wide-range of Internet-connected devices. These devices include PCs, Macs, Smart TVs, game consoles, Blu-ray disc players, smartphones and tablets.
Focussing on TV and movies, Netflix has been streaming to millions of US members since 2007, adding Canada in 2010, Latin America in 2011 and the UK and Ireland in early 2012. Using the unique Netflix recommendation engine, each member is presented a personalised list of TV and film titles to enjoy from the Netflix library.
People in the Nordics interested in becoming Netflix members can go to www.netflix.com to sign up to receive an e-mail alert when Netflix has launched. Further details about the service, including pricing, content and supported devices, will be announced closer to launch.
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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.
