Applications
Sony signs on-demand film deal in Sweden
MUMBAI: A number of films from the Sony Pictures Television (SPT) stable will be shown on Swedish home-entertainment service Vodder to be available on demand.
In an agreement that marks SPT‘s first VoD deal in Scandinavia, Vodder users can immediately access a range of recent and library titles from the Hollywood studio‘s feature-film catalogue on a VoD and advertiser VoD basis.
Beginning in February, Vodder users will be able to access a number of library titles from the Sony Pictures catalogue on a subscription VoD basis.
Titles such as Angels & Demons and Spider-Man 2 find a place in the offering.
Said SPT senior executive VP of European distribution Stuart Baxter, “We are delighted to partner with Voddler to make our movies available on their online movie service in Sweden. Extending the reach of our movies and TV content across multiple platforms is the cornerstone of our distribution strategy, especially in key territories such as the Scandinavian countries where uptake of digital content is particularly high, outpacing consumption patterns across the rest of Europe.”
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.
