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Alloy Digital acquires entertainment news provider Clevver Media
MUMBAI: Alloy Digital, a leading next generation media company for the 12-34 demographic and a top-10 video network, has acquired YouTube‘s top entertainment news provider, Clevver Media.
The addition of Clevver makes the company one of YouTube‘s top content producers in the world. Clevver Media was the first company to launch programming with ClevverTeVe, its newest channel focused on the rapidly expanding Latin market, as part of YouTube‘s original programming initiative.
Clevver Media‘s seven entertainment and celebrity focused YouTube channels that include ClevverTV, ClevverMovies, ClevverMusic, ClevverGames, ClevverNews, ClevverStyle and the Spanish language ClevverTeVe, attract top-tier Hollywood talent and garner more monthly views from prime 12-34 viewers than the next seven most popular entertainment channels on YouTube combined.
Launched in 2006, Clevver has earned a trusted reputation for entertainment news geared toward the digital generation and consistently ranks in the Top 10 YouTube networks, according to industry measurement leader ComScore Media Metrix. The acquisition instantly pushes Alloy Digital‘s network to the top of the entertainment news category.
The company, which is eyeing inorganic growth, had in the last year acquired three content creators which included Smosh, an online leader in teen and young adult comedy content and the third most subscribed YouTube channel; Generate, a next generation studio and talent management company in January 2012; and B5 Media, the fastest-growing women‘s lifestyle digital publishing and media networks, in April 2012.
With these moves, Alloy Digital‘s network of media platforms further strengthens its leadership position in reaching the coveted 12-34 consumer market with branding opportunities across multiple, highly specialized and vertically integrated platforms.
Alloy Digital‘s CEO Matt Diamond stated, “Through an aggressive acquisition strategy and organic growth, we continue to strengthen our connection with the 12-34 demographic with quality programming tailored to their pop culture cravings and distributed via their preferred media platforms.
“Clevver represented a logical step in this expansion with its wildly popular entertainment brand. No one does entertainment news better or has been more successful at it, and we are thrilled to have their channels join Alloy Digital‘s family.”
The Clevver properties will be combined with Alloy Digital‘s own YouTube channels, including Smosh and its spinoff Shut Up! Cartoons.
“The combination of a YouTube powerhouse that we‘ve created with Clevver Media and Alloy Digital‘s network makes for an interesting pairing with tremendous possibilities,” said Michael Palmer, co-founder and executive producer of Clevver Media, who will continue to lead the operation along with co-founder Jorge Maldonado.
“We are excited to leverage our brand as part of such a dynamic and forward-thinking media company, and differentiate ourselves both creatively and strategically in the marketplace.”
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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.
