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Free streaming gaining ground in the US
MUMBAI: New options are emerging in the consumer television landscape in the US though traditional pay TV operators and broadcaster networks still dominate, according to The NPD Group, a global information company.
The new options include subscription video on demand (SVOD), electronic sell-through (EST) and free TV streaming.
While SVOD drives the most online TV streams by far, the incidence of consumers who used SVOD and free streaming in 2012 was relatively equal.
According to NPD‘s “Free Streaming TV” report, 12 per cent of US TV watchers reported streaming TV shows for free during the prior three months, compared to 14 per cent who watched a TV show via SVOD.
NPD senior VP of industry analysis Russ Crupnick said, “Over half of the viewers for streaming TV are between the ages of 18 and 34, so the YouTube generation is evolving from short-form and user-generated content to TV shows and, like YouTube, they can watch where and when they want. Despite the attention lavished on tablets and phones, an astonishing 83 percent of free TV streaming programs are viewed on a computer.”
Nearly all broadcast and cable TV networks offer free streaming of their programming via the Internet; however, based on NPD‘s latest information, consumer usage of free-streaming TV sites varies. Hulu.com dominated free streaming TV, accounting for 43 per cent of total streams during 2012.
After Hulu, the five broadcast network sites (CBS.com, ABC.com, FOX.com, NBC.com, and CWTV.com) accounted for another 30 per cent of total streams. Four cable TV sites — abcfamily.com, comedycentral.com, MTV.com, and A&ETV.com — round out the top-ten free streaming TV sites. NPD‘s research shows that streaming consumers are very satisfied overall with the experience.
All of the top 10 free streaming sites have strong consumer feedback with 75 per cent or more of each of these site‘s users reporting that they intend to return to the site in the future.
Hulu.com, in particular, has very committed users, given that two-thirds say they “definitely” will return to the site.
These free sites generally perform well on convenience and site organisation. Most of them also perform well on current release availability; however, Fox.com streamers rate the site much lower on this measure, due to the fact that Fox generally delays availability of its programming. “The consumer response to program availability on Fox, speaks to the often-controversial question of whether the audience detects shows that are windowed,” Crupnick added.
Based on NPD‘s findings, the shift toward internet video distribution drives a more complex and diverse set of content and purchase and rental options to consumers. With it comes a more diverse set of direct and indirect competitors among movie studios and TV networks, as well as their TV and digital distribution partners.
According to Crupnick, “from the consumer perspective, it is important to monitor the habits and perceptions of the audience as all of these distribution models evolve, which will help align programming to the target audience and inform whether consumers are responding positively to the experience these options provide.”
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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.
