iWorld
Netflix: 46% of streaming couples cheat & watch ahead of partners
MUMBAI: No relationship is safe. According to a new study (also covering India) released on 13 February by Netflix, nearly half (46%) of streaming couples around the world have “cheated” on their significant other, but it’s not what you think.
Defined as watching a TV show ahead of your significant other, Netflix cheating was first uncovered in a study in the U.S. in 2013. Four years later, cheating has increased three times[1] and has become a common behavior around the world. This behavior only continues to grow with 60% of consumers saying they’d cheat more if they knew they’d get away with it. And once you cheat, you can’t stop: 81% of cheaters are repeat offenders and 44% have cheated 3+ times.
In a binge-watching world where it’s easy to say ‘just one more,’ Netflix cheating has quickly become the new normal…
Where is cheating happening? (Everywhere)
Cheating happens all over the world….though it varies a bit by country. The most cheaters are in Brazil and Mexico where 57%-58% of streaming couples have cheated, respectively. The most loyal viewers are in Netherlands (73% have not cheated), Germany (65%) and Poland (60%).
What shows are we cheating on? (All of them)
While no show is off limits, top cheating temptations are The Walking Dead, Breaking Bad, American Horror Story, House of Cards, Orange Is The New Black, Narcos, and Stranger Things.
Why do we cheat? (We just can’t help it)
Most don’t plan to cheat…it just happens: 80% of cheating is unplanned. The trigger for the growing trend in cheating? Two-thirds (66%) of cheaters said that “the shows are just so good we can’t stop bingeing.”
How do we cheat? (Any way that we can)
Sleep with one eye open: 25% of cheating happens when one partner falls asleep. But whether this is even cheating is hotly debated. Half say “sleep cheating” doesn’t count (53%), but the morality of “sleep cheating” varies across the globe. Chileans think it’s no big deal, Japan sees it as unforgivable. Many are still cheating in secret: 45% never admit to their indiscretions.
Is cheating so bad? (Depends on where you live)
If you stray, don’t beat yourself up about it. Cheating has become more socially acceptable, with 46% saying it’s “not bad at all.” Unless of course you live in Hong Kong, where 40% think watching ahead of your partner is worse than having an actual affair.
Is my partner a cheat? (Spoiler alert: Most likely)
Cheating comes in many forms. Netflix has created a series of assets to help explain the phenomenon. Cheating Profiles highlight the most common types of offenders lurking in households around the world. This infographic illustrates cheating motivations and behaviors, and reaction GIFs help couples work through their indiscretions so they can protect their relationship…or keep on cheating.
Methodology
*The survey was conducted by SurveyMonkey from December 20-31, 2016 and based on 30,267 responses. The sample was balanced by age and gender and representative of an adult online population who watch TV shows via streaming services as a couple in The United States, Canada, UK, Australia, New Zealand, Philippines, Singapore, India, Japan, Taiwan, South Korea, Hong Kong, UAE, Mexico, Chile, Colombia, Brazil, Argentina, Spain, Portugal, Turkey, Poland, Italy, Germany, France, Sweden, Norway, The Netherlands, and Denmark.
Gaming
IICT signs three MoUs to boost AVGC-XR and esports
Partnerships with Zenfluencers, Yologram and Eruditio at Chennai Gaming Show 2026 strengthen education, XR innovation and nationwide talent outreach.
MUMBAI: IICT has just levelled up the game in a big way. The Indian Institute of Creative Technologies signed three strategic Memorandums of Understanding on 17 April 2026 at the CII Summit FX – India Gaming Show in Chennai, forging alliances with The Zenfluencers, Yologram Style Pvt. Ltd. and Eruditio Consultants to accelerate India’s AVGC-XR ecosystem.
The tie-ups combine IICT’s strengths in education, skilling and research with specialist expertise across esports, immersive technologies and large-scale outreach.
- With The Zenfluencers, IICT will roll out globally benchmarked esports programmes, including joint certification courses, industry workshops, tournaments and masterclasses, creating clear career pathways across the full esports value chain.
- The partnership with Yologram Style Pvt. Ltd. focuses on gaming, immersive storytelling and extended reality (XR), delivering industry-aligned curriculum, faculty mentorship, student showcases and collaborative research in immersive AI and virtual production.
- Collaboration with Eruditio Consultants targets awareness, accessibility and career alignment, with nationwide counsellor training, institutional engagement and structured guidance frameworks to reach students beyond Tier-1 cities.
IICT CEO Vishwas Deoskar said, “As the AVGC-XR sector evolves at a rapid pace, strong collaborations between industry and academia are essential. These partnerships will create meaningful impact across education, innovation and outreach.”
Yologram Style Pvt. Ltd. founder Aditya Mani added, “AI-driven creator worlds are transforming games into engines of culture, commerce and careers. Together we aim to empower a generation to build immersive futures.”
Eruditio Consultants founder Indrajit Ghosh noted, “This is not just about awareness, it is about building a structured ecosystem that connects aspiration with opportunity.”
The Zenfluencers CEO Atharva Gupta said, “This MoU is a big unlock moment for the esports ecosystem in India. We’re building a structured pipeline for talent across the full stack.”
By bringing together academia, industry leaders and ecosystem players, IICT is creating scalable models that blend cutting-edge skills with real-world relevance. In a sector racing toward the future, these three partnerships ensure India’s next generation of creative technologists won’t just keep up, they’ll set the pace.
