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Time-shift TV viewing up 60% in the US
MUMBAI: Time-shifted technology usage in the US is up more than 60 per cent from a year-ago period.
Two-Thirds (62 per cent) of consumers have watched primetime TV shows through time-shifted technology.
With the fall season heating up in the coming weeks, Comcast announced the findings of its second annual “TV Pulse Survey,” an independent survey conducted across the US by International Communications Research, that revealed America’s most-anticipated new and returning primetime series.
The survey also discovered that more consumers than ever before plan to watch their favourite TV shows anytime, anywhere using time-shifting technologies such as video-on-demand (VOD), digital video recorders (DVRs) and the Internet.
Comcast VP of entertainment services Diana Kerekes says, “Time-shifting has hit the mainstream and is changing the way people watch TV. The results of our ‘TV Pulse Survey’ underscore more consumers are watching their favorite shows when and how they want to watch them.”
Time-Shifting : While more than 80 per cent of consumers state they regularly watch primetime television, and 80 per cent plan to watch it live, consumers are also using time-shifting technologies. More than two-thirds of consumers (62 per cent) have watched primetime TV series through technologies that include VoD, DVR and the Internet. Time-shifted viewing is on the rise with 61 per cent using these technologies more than one year ago, and 84 per cent using them more than just three years ago.
More and more consumers are using various platforms when watching TV, and this fall, they’re planning to turn to a wide variety of time-shifting technologies. Interestingly, among Comcast customers, On Demand usage for watching TV series this fall is significantly more than the average primetime viewer.
Top reasons consumers are using time-shifting technologies include personal schedules (79 percent) and programming conflicts (63 percent).
New Fall TV Season Shows : Half of consumers polled (49 per cent) say the new fall TV season is important to them. This is especially true among those who are under age 55, are female and have children in the household. ‘Serious‘ trumps ‘smiles‘ as consumers are most excited to watch:
• Dramas (75 per cent)
• Comedies (68 per cent)
• Movies (57 per cent)
• News/Educational (50 per cent)
• Sports (45 per cent)
• Reality shows (38 per cent)
When asked about several of the new TV series that are creating the most buzz, consumers ranked the following shows in order of preference, including:
• Hawaii Five-O (40 per cent)
• No Ordinary Family (23 per cent)
• The Event (21 per cent)
• Nikita (nine per cent)
• Lone Star (eight per cent).
Consumers were also asked to rank the most-anticipated returning shows, including:
• The Good Wife (21 per cent)
• Glee (19 per cent)
• Modern Family (18 per cent)
• Mad Men (15 per cent)
• Community (Nine per cent)
• Gossip Girl (Six per cent)
This fall television season, Comcast customers will have access to all of the highly anticipated shows on multiple platforms including this year’s hot shows such as: Mad Men, Parenthood, The Closer, Dexter and The Good Wife. They can watch live on TV, On Demand, online or by DVR. In an effort to provide even more efficiency, ease, and control for consumers, Comcast subscribers will also be able to go online (XfintyTV.com), set their DVR remotely, and watch on TV.
In the past year, television series have surged to the top viewed category On Demand. Overall, titles available on Comcast On Demand are viewed more than 350 million times each month, and this service offers more than 17,000 choices each month. Viewers can also prepare for the new season by viewing previous seasons and sneak peeks of favourite shows through On Demand on their televisions or through XfinityTV.com.
Primetime Viewing Behaviour : Given so many choices, it’s no surprise that of the 80+ per cent of consumers that regularly watch primetime, nearly half say they watch or record three to four primetime TV series in a typical week (44 per cent). In addition, the majority of viewers plan to watch or record TV during the 8– 10 pm timeframe.
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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.
