Applications
Ormax Media plays a data masterstroke with OTT sports tracking tool
MUMBAI: In a country where 678.2 million people tune into everything from cricket to kabaddi, Ormax Media has decided it’s time the scoreboard reflected more than just runs and goals. The media insights powerhouse has launched Ormax Sports Track, a syndicated audience research tool built to measure the engagement and marketing impact of sports tournaments on OTT platforms right from the announcement press release to the final whistle. Designed for both streaming platforms and sports leagues, it tracks four key parameters Buzz, Reach, Appeal and Potency giving stakeholders a 360° view of audience sentiment over a tournament’s entire run.
The methodology is as rigorous as a DRS review. Every week, 600 regular OTT sports viewers split evenly between metro and non-metro markets are surveyed online, with the sample aligned to The Ormax Sports Audience Report 2024. Subscribers receive two data deliveries a week, a Tuesday mid-week report and a Friday wrap-up to act fast on shifting trends, test marketing muscle, and tweak strategies in real time.
“OTT platforms now have a powerful subscription-based tool to benchmark the impact of their sports campaigns against industry-wide trends,” said Ormax Media head of business development for streaming, television & brands Keerat Grewal. “It’s about integrating audience tracking with strategic insights to drive subscriptions, optimise spend, and stand out in a crowded sports landscape.”
With OTT players investing heavily in sports properties from cricket and football to tennis, wrestling and beyond Ormax Sports Track could be the independent, data-backed umpire brands need to call the big shots, measure ROI, and ensure their campaigns hit the sweet spot every time.
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.
