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Internet-based TV is growing rapidly: Study
MUMBAI: People are spending up to 35 per cent of their leisure time watching TV and video content and are becoming more aware of new technologies, according to a recent study.
At least once a week, 93 per cent are still watching scheduled ‘linear‘ broadcast TV but the role of broadcast TV is changing owing to the introduction of new distribution channels, Er
icsson’s ConsumerLab report titled ‘Multi Screen Media Consumption 2010,‘ said.
Data was collected in China, Germany, Spain, Sweden, Taiwan, the UK and US. The sample in the study is representative of more than 300 million consumers.
More than 70 per cent of consumers surveyed are streaming, downloading or watching recorded broadcast TV on a weekly basis, and 50 per cent are using internet-based on-demand TV/video every week
Broadcast live content is still very important to consumers, but the ability to decide when and how to watch TV will affect the role of linear or scheduled broadcast content.
The consumers are requesting a personalized, easy-to-use, high-quality, on-demand service without commercial breaks as their next TV service.
Ericsson ConsumerLab senior advisor Anders Erlandsson says, “The conclusion of our study is that the consumption is fragmented and complex. There are few established consumption patterns and it’s a trial-and-error market with lots of curiosity around it. The consumer is looking for a solution that can offer them the freedom to choose what they want, when they want it and how they want it. The user experience is in focus, rather than the technical platform.”
Data shows a clear correlation between which features consumers find important and their willingness to pay for them. Today, the consumer spending is not proportionate to the viewing time invested. The average consumer spends EUR 38 per month on their TV viewing, and almost 60 per cent of that relates to broadcast TV. However, since the time spent watching broadcast TV accounts for only about 40 per cent of the total TV/video consumption, it is clear that consumers are not paying for what they use the most.
Ericsson ConsumerLab findings show clearly that consumer spending will shift in the future, with a significant increase in on-demand spending, provided that consumer requirements for high quality, ease of use and access to the right content are met.
The study also covers consumers’ attitudes to the touch screen tablet and how it fits into their TV consumption; 37 per cent are very interested in using a tablet as a remote control.
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.
