Applications
Amazon, Viacom announce multi-year video licensing agreement
MUMBAI: Online retail major Amazon.com and US media conglomerate Viacom have announced an expanded multi-year, multi-national digital video licensing agreement to bring hundreds of TV shows and thousands of TV episodes from Viacom to Prime Instant Video.
This deal includes a collection of TV shows that customers won‘t find on any other digital video subscription service. Prime members will now have unlimited instant streaming access to popular kids programming such as ‘Bubble Guppies‘, ‘The Backyardigans‘, ‘Team Umizoomi‘, ‘Blue‘s Clues‘ and ‘Victorious‘, along with shows from MTV and Comedy Central like ‘Awkward‘, ‘Tosh.0‘ and ‘Workaholics‘. Prime members will also have access to future episodes of ‘Dora the Explorer‘, ‘SpongeBob SquarePants‘, ‘Fairly Odd Parents‘ and ‘Fresh Beat Band‘. Lovefilm customers in the UK and Germany will get some of the same shows later this summer.
Select shows from Nickelodeon and Nick Jr. will be available in Kindle FreeTime Unlimited, a service built just for kids that gives them the freedom to explore books, games, educational apps, movies and TV shows, while providing parents with the tools they need to manage their kids‘ screen time.
Amazon VP of digital video and music Bill Carr said, “Kids‘ shows are one of the most watched TV genres on Prime Instant Video. And this expanded deal will now bring customers the largest subscription selection of Nickelodeon and Nick Jr. TV shows online, anywhere. With programs like ‘Dora the Explorer‘, ‘SpongeBob SquarePants‘, ‘Bubble Guppies‘ and ‘The Backyardigans‘ there are hundreds of great shows for kids and parents to choose from. In addition, we are bringing customers popular shows from MTV and Comedy Central like ‘Key and Peele‘, ‘Workaholics‘, ‘Awkward‘ and ‘Teen Mom 2‘, with the promise of more shows from these networks in the future.”
Viacom president and CEO Philippe Dauman said, “We are thrilled to be extending and deepening our relationship with Amazon. This innovative agreement will provide Prime members with access to even more of our best programming from our major television brands, including many digital video subscription streaming exclusives. Amazon has created a unique, brand-friendly environment for streaming entertainment and consumer products and we are excited to work with Amazon to bring customers shows they love.”
Prime Instant Video offers more than 41,000 movies and TV episodes for Prime members to stream on Kindle Fire, Kindle Fire HD, iPad, iPhone, iPod touch, Roku, Xbox 360, PlayStation 3, Wii and Wii U, among other connected TVs and devices-all at no additional cost. Also as previously announced, later this month Prime Instant Video will become the exclusive home to PBS series ‘Downton Abbey‘ as well as the CBS summer series ‘Under the Dome‘, with each episode of the latter added just four days after initial broadcast.
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.
