Applications
TV Everywhere increases the value of Pay TV: Epix Survey
MUMBAI: US TV network Epix which is a JV between Viacom, MGM and Lionsgate has announced key findings of a survey, conducted by global consumer research firm Hub Entertainment.
This show that consumers who view content on multiple platforms and devices attach much more value to service from their pay TV provider than those who watch on a TV set only. Epix made this announcement at the National Cable and Telecommunications Association (NCTA) 2013 Cable Show in Washington, DC.
The survey found that the value that subscribers attribute to their pay TV service increases as the number of devices used to watch programming grows. Pay TV subscribers‘ value ratings increase by up to 83 per cent for viewers who access programming on multiple devices compared to those who watch on TV only. Among pay TV subscribers who view content on a TV plus three additional devices, 71 per cent feel pay TV is an “excellent/good” value; the percentage increases to 88 per cent among pay TV subscribers viewing on TV and four other devices, a true testament to the strength of multiplatform viewing.
Among subscribers who view content on a TV only, 48 per cent believe that they are getting an “excellent/good” value from their pay TV subscription.
The findings also indicate that multiplatform viewing enhances the value that subscribers attribute to Epix. Epix subscribers‘ satisfaction increases by over 50 per cent among multiple platform and device viewers compared with those who watch only on TV. While 62 per cent of Epix subscribers watching only on television are satisfied with the service, 80 per cent of Epix subscribers who view the network via two or three devices are satisfied. Importantly, the highest levels of satisfaction come from Epix subscribers who access the network‘s content on four or more devices, with an impressive 94 per cent satisfied with their Epix subscription.
The value of watching Epix on devices benefits pay TV providers as well. Over 80 per cent of Epix subscribers who view on game consoles or media players say that having that capability makes their pay TV subscription more valuable than it would otherwise be.
Epix chief of staff Nora Ryan said, “The results of this study illustrate the high value consumers are placing on multiplatform viewing and underscores the importance of delivering superior content along with the ability to make it available to consumers at their convenience on any platform. As the entertainment viewing experience evolves, consumers are making new choices about how they want to consume content and forming new habits that include the desire to watch movies and TV shows anytime, anywhere and on multiple platforms. Flexibility is really important in the delivery and packaging of programming services and those distributors who recognise this will be able to increase the satisfaction levels of their customers. We remain committed to working closely with our operating partners to provide our authenticated subscribers access to the best content and extra features in all the ways they want it.
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.
