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Adaa Khan bags Colors’ new soap Sitara

Actress Adaa Khan, who shot to fame after playing parallel lead in Ekta Kapoor’s highly successful supernatural series Naagin, is set to make a return to television. She was last seen in Star Plus’ Yeh Rishta Kya Kehlata Hai in a cameo appearance.

According to reports, the talented actress has been signed on to play an important role in Colors’ forthcoming show, titled Sitara. Just like Naagin, Khan’s next show is also a supernatural drama based on the character of Vishkanya.


Sitara will be bankrolled by Rashmi Sharma Telefilms with whom she has previously worked on Pia Basanti Re.

If reports are to be believed, Adaa Khan was offered two supernatural shows at the same time – Sitara and Dayan. But she chose Rashmi Sharma’s Sitara over Ekta Kapoor’s Daayan. The actress, reportedly, found her character in Sitara more author- backed than that of Daayan.

More details are awaited on the new show.

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Monthly subscriptions

Around 47% of consumers cancelled at least one subscription this year

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47% consumers are cancelling subscriptions: Is the $1.5 trillion economy starting to crack?

  • Streaming platforms are shifting aggressively to ad-supported tiers
  • Consumers underestimate subscription spending by up to 3x
  • Gen Z is normalising “subscribe-use-cancel” behaviour

Subscription businesses sold consumers a simple idea for years. Paying £9.99 every month felt easier than paying £300 upfront. That logic helped create a global subscription economy now valued at more than $1.5 trillion, spanning streaming, music, cloud storage, AI tools, fitness apps, gaming and even coffee memberships.

But the model that once looked unstoppable is entering a difficult phase as inflation, price fatigue and changing consumer behaviour collide. Around 47% of consumers cancelled at least one subscription this year, according to recent subscription industry surveys, while companies are increasingly shifting focus from rapid growth to customer retention.

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