Applications
Livestreaming App SWOO sees momentum in India; Launches Trivia Format in India
MUMBAI: SWOO, a leading global livestreaming platform established in Middle East, today announced the launch of its SWOO TRIVIA SHOW – a celebrity hosted live video streaming game show for Indians. SWOO is a user friendly, engaging and feature-rich live broadcasting app available across Android/ iOS/ Web platforms, providing a space to users to experience anything happening across the world and showcase their talent via live videos.
Launched about a year ago, SWOO has built a community of close to 6 million users globally and India accounts for about 30% of SWOO’s total user base. Gaining popularity in tier 1 and 2 markets, SWOO aims to further tap into the huge potential of social media savvy Indian users and empower them with a platform to unleash their talent and skills to equip them for a better tomorrow.
The SWOO Trivia Show is expected to be one of the biggest online live game shows in India, run by a celebrity host right in your palms. Hosted at a specified pre-defined time with 10 multiple choice questions with 3 options, each testing the IQ level of the participants to answer each question in 10 seconds. Prize money worth thousands will be awarded to the winning participants, redeemable through money wallet apps like PayTM.
Commenting on the launch of SWOO Trivia Show, CEO of Swoo, Divyesh Mahajan said: “India is one of the most exciting markets to be in. With a rise in smartphone ownership globally, India is expected to have the second highest smartphone users, 530 million, in 2018. Many young Indians are looking for avenues to showcase their talent and be heard. The proliferation of smartphones coupled with affordable data and the right platforms has empowered Indians like never before. We are extremely excited and overwhelmed to make inroads into the Indian market and foster the growth of this untapped talent. Our aim is to engage with influencers to establish connection with Indian population – be it students, young working professionals or mothers across different parts of the country and encourage them to use SWOO and participate in the SWOO Trivia Show to earn money.”
The videos on SWOO are broadcasted by influencers, celebrities and experts – giving the audience a peek into the lives of their idols by motivating, inspiring, educating and entertaining them. The technology features of this platform enable broadcasters to create high-quality and interesting content, streamed to far-flung and remote audiences. User videos in Hindi, Urdu, English and Arabic are aggregated under multiple categories like entertainment, travel, technology, culture, sports, health etc.
Watch or Broadcast live stories, events, chalk talks, reviews, milestones, episodes, pitches, songs, rants, speeches and praise on the SWOO App. You can download SWOO App on your Apple (iStore) and Android (Google Playstore) devices.
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.
