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Perform launches livesport.tv on Facebook
MUMBAI: International digital sports media company Perform has launched video on demand service livesport.tv on Facebook which will also see the integration of its more than 50 channels on the platform.
The channels include a range of live and VOD content from a number of leading sports competitions including European and South American leagues, World Snooker, Australian Rules Football (AFL), PSA squash, Mixed Martial Arts, Handball, Darts, Hockey, Tennis, Rugby Union, Rugby League and Pool plus a number of one-off box office sporting events from sports such as Boxing.
All video on demand content will be available for free, whilst payment for the livesport.tv subscription service will initially be managed through PayPal or via credit card, with localised pricing starting from ?2.99 per month dependent on the sport. Facebook credits are expected to be introduced in the coming months.
Livesport.tv will use Facebook‘s targeted advertising to reach potential subscribers for each sport. The livesport.tv platform will also be made available for other sports content owners to distribute their live and highlights content to targeted groups of connected fans globally.
Perform Joint CEO Oliver Slipper commented, “This is an exciting integration. We believe that making livesport.tv available through Facebook presents a great opportunity to build our subscriber business and increase our VOD audience. Our focus with Facebook will be to use the targeted advertising to communicate with niche fans around the world looking for special interest live sports content and use the in-built virality of the platform to target the hundreds of millions of sports fans on Facebook to share our VOD sports content and drive video views globally.”
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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.
