Applications
Cost factor important when choosing mobile video Apps
MUMBAI : When it comes to mobile video apps like YouTube, Hulu or Netflix, American consumers say that the best things in life are free. 63 per cent of survey respondents admit that “free or low subscription rates” is the most important attribute for a video app, according to a new study released by the Cable & Telecommunications Association for Marketing (CTAM) and US media research company Nielsen, In fact, as long as consumers can get the video app for free, or at a low cost, more than half (56 per cent) of respondents say they don‘t mind mobile ads on video apps—especially if it allows them to access content for free.
In addition, 65 per cent of video app users surveyed say that word-of-mouth plays an important role in deciding which video apps to use.
The study also shows that video app usage increases consumer engagement with TV programmes, networks and related websites. Roughly 85 per cent of video app users surveyed say they watch the same amount or more of regularly scheduled TV since they began using video apps, and nearly half (46 per cent) reported being more engaged with the programmes or networks associated with the video apps after accessing them.
In addition, 35 per cent report that video app usage causes them to visit the network or programme website associated with the video app more than they had before they started using the app.
Nielsen and CTAM also conducted the first-ever qualitative study of “sync-to-TV” apps which found that these apps increase consumers‘ engagement with television programming rather than distracting from it. Sync-to-TV refers to a second screen app on a tablet device that recognises audio codes embedded in a programme as it‘s broadcast through a TV set, and launches interactive and social networking features on the device that correspond with the programming on the TV screen.
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.
