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Nielsen, DirecTV to test measurement of interactive viewing
MUMBAI: US pay TV service provider DirecTV and researcgh firm Nielsen have entered into an agreement to test the development of information. This will enable them to understand the daily viewing behaviors, trends and characteristics of customers who use DirecTV‘s interactive television services. |
In developing its new metrics for measuring interactive usage, Nielsen will use aggregated and anonymous clickstream data from a new television measurement panel of 300,000 DIRECTV interactive customers. Information from the test could lead to an enhanced consumer experience and the creation of more valuable interactive opportunities for advertisers. DirecTV adds that it respects the privacy of its customers. Unless customers provide consent through an opt-in process, DirecTV only provides viewing data on an aggregated and anonymous basis. |
DirecTV Entertainment executive VP Eric Shanks says, “As the DirecTV interactive TV space continues to rapidly evolve, we need to develop a complete and accurate understanding of how our customers use these services. Through our test with Nielsen we hope to develop the usage information our programming and advertising partners need to take full advantage of our interactive platform and reach their target audiences in a truly unique way.” The agreement is the first of its kind to be announced since the creation of Nielsen DigitalPlus, a new service created by Nielsen to help clients better understand information opportunities available through consumer interaction via digital set top boxes. Nielsen senior VP Scott L Brown says, “This agreement with DirecTV is an exciting new opportunity to gain valuable insight into how new technology is influencing the behavior of interactive satellite subscribers. The television industry is at the very beginning of understanding the uses and applications of expanding digital services. Nielsen is using our full resources to help clients create valuable new uses for their digital information.” |
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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.
