Applications
HBO launches SVoD service in the UK
MUMBAI: Home Box Office (HBO) has launched a subscription video on demand (SVoD) service in the UK. The launch marks HBO’s first entry into the UK marketplace bringing its renowned programs to audiences in the region under a stand alone HBO branded destination. |
HBO president, programming distribution and international Simon Sutton says, “HBO’s programming has always done very well in the UK and the arrival of an HBO service has been long desired and anticipated. We are very excited to offer HBO programming in a subscription video on demand format, where we can deliver our acclaimed series and specials to UK audiences on their schedule. This opportunity enables us to raise our profile in the region, while providing viewers with a distinct HBO environment.” With launch dates to be determined by each of the distributors, the HBO SVoD service will be made available on BT Vision, Tiscali TV and Virgin Media. The service will provide at least 50 hours of HBO’s acclaimed original programming upon its full rollout, including award-winning series, miniseries, documentaries and comedy specials. |
On 1 July, 2001, HBO first launched its SVoD service, HBO On Demand, in the US. HBO On Demand not only allows subscribers to watch HBO programming when they wish and as much as they like, they can also enjoy the benefits of pausing, rewinding and fast-forwarding their selections. The programming line-up on the UK HBO on demand service will be updated on a weekly basis and will provide consumers with the freedom to enjoy HBO programming whenever they want. Over time, the library on the service will build to include all episodes of the featured HBO series, starting with the first episode of season one and growing each consecutive week. Included among the programs available at launch will be the shows The Sopranos, Six Feet Under, Entourage and Curb Your Enthusiasm. The service will also feature miniseries Band of Brothers, Angels in America and From the Earth to the Moon. |
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.
