Applications
Paramount Pictures in content deal with Amazon’s Prime Instant Video
MUMBAI: Online retail major Amazon continues to invest in Prime Instant Video and add to selection of movies and TV episodes available to customers as part of their Prime membership.
It has announced a licensing agreement with Paramount Pictures that brings hundreds of movies to Prime Instant Video in the US over the next three years. Prime Instant Video now offers customers more than 17,000 movies and TV episodes. Additionally, customers who are not Prime members can enjoy a free one month trial of Prime.
Amazon director of digital video content acquisition Brad Beale said, “We are continuing to invest in building a vast selection for Prime Instant Video and are excited to bring Prime customers some of the most renowned and popular films in cinema history under this new agreement with Paramount. This deal will bring Prime Instant Video customers hundreds of new movies to enjoy on their Kindle Fire or any device connected to Amazon Instant Video, including titles such as Star Trek, Breakfast at Tiffany‘s, Top Gun, The Italian Job and The Truman Show, and we will remain committed to adding even more great movies and TV shows to Prime Instant Video in the future.”
Prime customers can enjoy Prime Instant Video on Kindle Fire or any of the hundreds of compatible Amazon Instant Video devices, including PlayStation 3.
Amazon Instant Video is a digital video streaming and download service that offers Amazon customers the ability to rent, purchase or subscribe to a huge catalogue of videos. Customers can choose from more than 120,000 titles to purchase or rent and content ranges from new release movies to classic favourites, major television shows, entire seasons, or even day after air TV.
Amazon Prime is an annual membership program for $79 a year that offers customers unlimited free two-day shipping on items including books, home and garden products, electronics, video games, clothing, etc.
Applications
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.
