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Americans spend 33 hours a week watching video across screens: Nielsen
MUMBAI: Americans spend more than 33 hours per week watching video across the screens, according to the latest Nielsen Cross-Platform Report.
The way content is being consumed, however, is changing. Demonstrating that consumers are increasingly making Internet connectivity a priority, 75.3 per cent pay for
broadband Internet, up from 70.9 per cent last year; 90.4 per cent pay for cable, telephone company-provided TV or satellite.
Homes with both paid TV and broadband increased by 5.5 per cent since last year.
Changes are afoot, however, as consumers seek out the entertainment option that makes the most sense for them. The number of homes subscribing to wired cable has decreased 4.1 per cent in the past year at the same time that telephone company-provided and satellite TV have seen increases of 21.1 per cent and 2.1 per cent, respectively.
Broadcast-Only/Broadband Homes in Focus: Though less than five per cent of TV households have broadband Internet, broadcast TV are on the rise—growing 22.8 per cent over last year. These households are also found to exhibit interesting video behaviours: they stream video twice as much as the general population and watch half as much TV.
Whether they’re cord-cutters or former broadcast-only homes that upgraded to Internet service, these homes represent a very small but growing group of U.S. consumers.
Interestingly, roughly the same percentage of consumers in broadcast-only/broadband homes watch traditional TV, stream or use the Internet as in all cross-platform homes; the difference between these groups to time spent on these activities falls. Even broadcast-only/broadband homes spend the majority of their video time watching traditional TV: 122.6 minutes, compared to 11.2 for streaming on average each day.
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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.
