Applications
Yahoo launches video content site ‘Yahoo! Video’
NEW DELHI: Yahoo! India has launched ‘Yahoo! Video, a dedicated premium video destination that offers original content across multiple genres such as news, entertainment, lifestyle and movies.
The internet giant has currently partnered with 35 content producers including NDTV, Star TV, Shemaroo, Headlines Today, PVR Pictures and Ultra.
Yahoo! says that that video platform would be a high quality video experience, free for all Internet users in India guaranteeing a trusted and safe environment for publishers.
The launch of Yahoo! Video is aimed at meeting the growing appetite of Indian online users. According to a recent ComScore report, over 30 million unique users in India watch online videos each month and on average each user consumes about 58 videos a month.
Yahoo! India MD Arun Tadanki said, “Online video consumption is growing at a rapid pace, however, what the Indian market lacked was a safe and piracy free destination delivering high quality and strictly original content.
“Yahoo! Video is a bold step and redefines the online video category through licensed, original and diverse content promising an unparalleled experience to Indian users.”
Yahoo! Video offers content acquired from original sources, spanning short and full-length movies, video capsules across news, entertainment, lifestyle, sports, providing access to an archive of thousands of videos.
Yahoo! India had recently launched Movieplex – a destination where users can watch licensed full-length movies for free.
Yahoo! Video also provides opportunity for advertisers to connect with their target audiences through a range of video and display advertising solutions.
NDTV Convergence deputy CEO and managing editor Suparna Singh said, “We are excited about this partnership with Yahoo!. NDTV doesn‘t believe in walled gardens in the rapidly-expanding digital space. Early diagnosis has shown that Yahoo! does not cannibalize our business – it provides an additional audience and a new video platform that we believe users will enjoy. Yahoo! has shown respect and understanding for real news, and we look forward to increasing our reach together.”
Star India VP – Digital Lalit Bhagia said, “Yahoo! is the biggest web portal in the country with more than 38 mn unique users. What I like about Yahoo!’s video strategy is the whole concept of “content in context”, which is the real differentiator. With Yahoo! Mail, editorial, chat, news and now video it completes the picture for the consumer. As a broadcaster, it potentially becomes a place to build affinity to our shows and characters as well as sample new content. We plan to start with short form content and work on possible new show launches through the partnership.”
Shemaroo Entertainment director Jai Maroo added, “Our association with Yahoo! India is a harbinger of the exciting possibilities and potential in the digital entertainment space. We are working together to not only serve diverse audiences but to also provide a legal video content alternative. The association started with Shemaroo being one of the launch partners for Yahoo!‘s Movieplex and we pushed the innovation quotient higher with our recent tie-up for the exclusive online premiere of “Super K” on the Movieplex platform on Yahoo! Movies.”
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.
