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Second screen viewing up in US and Europe: Deloitte
MUMBAI: The rise of ‘second screening’ – the use of other screens, such as laptops, smartphones and tablets while watching TV in the US and Europe – is a source of excitement and concern for many in the TV and technology industry.
According to a new report from Deloitte, nearly a quarter of all respondents (24 per cent) use second screens. The most active second screening takes place among young people, nearly half of all 16-24 year olds use communication tools such as messaging, email, Facebook, or Twitter to discuss what they are watching on TV. The vast majority of over 55s (79 per cent) never talk about what they’re watching on TV on the internet.
There is muted appetite for interaction with TV programmes. Only one in ten people browse the internet for information about the programme they are watching. Some viewers (40 per cent) like being able to send their comments in to a live programme. However, 68 per cent would not want the websites for products, personalities or adverts that have just been shown on television, to automatically appear on their computer, tablet, or smartphone.
Deloitte director of technology, media and telecommunications research Paul Lee said, “Second screening’s impact is far greater in driving conversations about a programme, as opposed to interaction with it. Second screening may well end up with a similar status as eating in front of the TV: an everyday experience for some; absolutely unthinkable for others. One thing is certain: it is here for good.
“Browsing the web whilst watching television is undertaken “frequently” by a third of the sample. This might be a brand new technology-enabled distraction or it might simply represent the swapping of an analogue distraction for a digital one. Browsing while watching television typically means flitting between a preferred set of websites, often comprising news, sports, e-commerce. Time spent on these may be a substitute for reading newspapers and magazines, or looking through catalogues.”
Assessing the return on investment: Any investment in second screen content is likely to reduce resources for the first screen, television content. So programme makers face a predicament. Should they invest all their funds and creative energies in making main screen content as good as possible? Or should they blend the first and second screen experience, creating more impact in the currency of additional or more attentive viewers, and, therefore, greater revenue potential?
Lee concludes, “The challenge for second screen content today is that it is likely to be relatively expensive as we are still in an experimental, bespoke phase. Every pound spent on second screen content may be a pound diverted from the first screen; in order to justify the investment content creators need to get the balance right between all screens.
“In time, creating official second screen experiences should become more formulaic and more easily reduced to a template. The more standardised second screen content creation becomes, the easier it should be to attain a positive return on investment.”
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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.
