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Star India claims solid engagement levels on its cricket portal
MUMBAI: Star India, which recently launched Starsports.com, says that the site has recorded the highest time spent by users on any sports website per visit.
Cricket fans, the broadcaster says, spent as much as 19 minutes per visit and viewed 342 years-equivalent of video in the first month of launch.
The average time spent per visit in December, as per Comscore, despite the site being active for only five days that month, was 17.8 minutes and increased to 19 minutes in the first month.
The 5.5 million unique viewers to the site across devices are enough to fill 83 `Eden Gardens‘ that, according to BCCI, has a capacity of 66,349. Starsports.com crossed 100,000 concurrent users consuming video during the third one-day international between India and England.
The cricket timeline allows users to pull out past matches, view top moments, play around with the scorecard, while all the while enjoying unmatched video streaming.
Star India COO Sanjay Gupta said, “Sports content in India has not seen much innovation across mediums. We want to change that and give fans the control to engage even more deeply with their favourite content. Through the world‘s first cricket timeline, viewers can pick the exact moments they want to see, during or after the live match.”
“In fact we want to seamlessly integrate data and video throughout the site so that it‘s an unmatched viewing experience. We are excited about this leap and the response so far, and look forward to scaling it up further,” Gupta said.
The broadcaster said every feature of the site aims to engage the consumer – from the video timeline to the reinvented commentary section that focusses on the action ball-by-ball, while pulling in real-time conversations on social media. The site boasts of a video scorecard bringing alive the statistics with video clips, analytics and graphics.
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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.
