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Eros launches ad supported free on-demand content
MUMBAI: Eros International has announced the launch of its advertising supported on-demand catalogue, which is available at http://ondemand.erosentertainment.com. Eros will for the first time offer consumers free online content including exclusive content from the Eros movie catalogue of more than 1,300 titles, 5,000 music videos, behind the scenes, “making of movie” footage, exclusive short movie clips and events such as IIFA and more. “This is a pioneering model for the Indian film industry and we strongly believe in advertising supported business models. This initiative will help our plans to offer free online content a tremendous boost and benefit consumers largely,” says Eros Entertainment New Media SVP Manu Kaushish. “With the increase in demand for digital distribution and on-demand consumption of content by users, this innovative step will help users take advantage of the absolutely free-of-cost instant access to the exclusive Eros movie content,” added Eros International VP of sales & new media Kumar Ahuja. This advertising supported free viewing will allow users to watch the Eros video content as a completely free stream. The video stream will be supported by periodic advertisements, a model similar to the television model. For users wanting to download and watch movies as a rental without advertisements, Eros has a paid download model where movies expire after first play. Alternatively, users can also download and own the movie to watch through Eros‘ paid downloads to own model format. Eros is also in the process of working with other studios and content owners to offer additional Bollywood titles as well as TV content on the Eros platform. Currently, the Eros roster of blockbusters includes recent releases like Om Shanti Om, Partner, Namastey London, Cheeni Kum, Provoked, Gandhi My Father, Heyy Babyy and more. Eros, which has a 51 per cent stake in Tamil film giant Ayngaran, will also be adding Tamil content as part of the advertising supported free online content. Unlike TV where brands pay for ads by reach of station, advertisers here would only pay for ads that have been viewed by a person on the Eros platform, making sure that every dollar spent results in views of the ad, says the company.
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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.
