Applications
US home media landscape shifting to digital content: CEA
MUMBAI: The Consumer Electronics Association (CEA) in the US has released a new study which found that more than half (53%) of online US adults watch some form of streaming or downloaded video content in the home.
Those consumers have a distinct preference for streaming video versus downloading content, as 51 per cent view streaming content and spend an average of two hours per week watching, while only 15 per cent download content and spend an average of one hour watching.
The new study, ‘Connecting the Dots Between Consumers, Content and Consumer Electronics in the Home‘, provides additional insights into how consumers are accessing content in their homes and their interest in media connectivity systems.
Like video consumption, more than half (54%) of online U.S. adults listen to digital audio in the home. But unlike video, the preference for digital audio content skews toward downloaded audio (43%) versus streaming audio (37%). Those consumers spent an average of 2.6 hours listening to downloaded files versus two hours for streaming audio.
EA manager, industry relations Chris Ely said, “Technology allows consumers to access almost any content they desire instantaneously on Internet-connected devices. The rise of mobile broadband has resulted in the emergence of connected devices that are able to stream content directly from the Internet, and services that allow consumers to store and access content without the need of a hard drive.”
One in four consumers expressed an interest in purchasing a home media connectivity system. The study shows that new home purchasers can be a “sweet spot” in spurring adoption of connectivity systems. Sixty per cent of those interested in connectivity systems indicated that they were considering buying a system with a purchase of a new home.
“Digital media consumption will continue to grow as the number of connected devices and services for accessing content improves and expands. Manufactures, content providers, aggregators and service providers must work together to ensure the content customers want is accessible through different devices. The sooner the market is able to meet the consumers’ needs, the sooner the industry will reap the benefits,” added Ely.
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.
