The latest iteration of TOD, built in partnership with LiveLike, tackles shrinking attention spans by transforming passive viewing into an immersive, interactive, community-driven experience.
Gone are the days when tuning into a channel guaranteed attention. Today’s viewers jump between screens, conversations and apps. In a world full of choice, creating experiences that pull audiences in and keep them involved through real-time interaction, gamification, and community engagement is key. With this goal in mind, TOD partnered with LiveLike to deliver immersive experiences that represent the next generation of interactive streaming.
LiveLike’s interactive technologies help transform experiences for sports and entertainment fans around the globe.
At a fireside chat during the ASBU BroadcastPro ME Summit, Peter Mrkic, Managing Director of TOD – MENA, and Mihir Walavalkar, co-founder and CEO of LiveLike, explored how additional functionalities are elevating interactive viewing on the TOD platform.
“We evolved from a onedimensional viewing experience to a dynamic ecosystem that keeps fans connected before, during and after the game. Sport has always been a powerful acquisition engine for us, but the real opportunity lay in transforming that initial excitement into ongoing engagement. Our focus shifted toward creating an environment where subscribers don’t just watch and drop – they interact, explore and stay,” said Mrkic.
By partnering with LiveLike, TOD introduced tools that enabled subscribers to be part of the experience in real time. Fans could watch games live, comment on events such as goals or penalties, and invite friends and family to join the conversation.
“Improving engagement meant viewers weren’t just watching, they were enjoying the experience. And when people have fun, they come back. They explore more content, stay longer, and return because that level of interactivity isn’t available elsewhere. And that helps us address MENA region’s core challenge – nearly 60 operators competing for the same audience. Ultimately, it’s about creating experiences that feel meaningful and enjoyable in a landscape full of alternatives,” said Mrkic.
MENA audiences are young and socially savvy, often on two devices at once, watching sports while browsing social media. By introducing gamification, including quizzes, trivia and polls as a part of its fan zone experience, TOD has encouraged fans to comment, invite others and be part of the action. “We have noticed that viewers start pulling others in by sharing, commenting and reacting in real time. It keeps the energy alive and makes them feel part of the journey,” Mrkic said.
Walavalkar drew a parallel to his own experience as a long-time New York Times subscriber. “I find myself gravitating more towards the games New York Times provides. There is a lot of behavioural psychology behind this – competition with friends, showing off knowledge, feeling part of a community.” This insight informs TOD platform’s upgraded approach to engagement, particularly as the 2026 World Cup approaches.
“Watching the World Cup is one thing. It will be available in MENA through TOD and beIN Media Group. But keeping fans engaged and ensuring they can participate is crucial,” said Mrkic.
We want viewers to feel immersed, not just watching from the sidelines, and these elements help create that return to discover more of what we offer. And when they share that experience with family or friends or on social media, our community grows with them,” said Mrkic.
AI will further enable real-time interaction, creating digital water cooler moments that replicate the conversations traditionally sparked by sports and entertainment events. In a streaming landscape where the advantages of cable and fixed-bundle packages are gone, retention is key, the duo agreed. “A one-sport fan might churn in the off-season, but digital allows us to know our viewers better and cross-pollinate them across different content,” said Walavalkar, highlighting the opportunity for growth through interactive experiences.
The latest TOD platform revamp is a step toward making streaming more immersive, participatory and social, giving fans reasons to stay invested, engage more deeply and invite others into the experience. With LiveLike’s technology and a clear focus on understanding their audience, TOD is reportedly setting a new benchmark for fan-first digital viewing in the MENA region.
