The UAE recorded a 47% surge and Qatar a 36% increase in viewing minutes following the launch of TOD’s enhanced streaming experience, TOD 2.0.
As part of its commitment to continuous innovation, TOD has launched an upgraded version of its streaming platform, marking a major advancement in how users across the MENA region experience sports and entertainment. The redesign introduces a host of new features aimed at making content discovery and viewing more intuitive, intelligent and engaging.
At the heart of the update is a reimagined user interface designed to reflect real viewing habits. The new layout showcases dynamic hero images, curated content rails and auto-play teasers that highlight relevant shows and matches with minimal navigation. Viewers now benefit from a more fluid and personalised experience, aided by a streamlined navigation system and enriched metadata that includes details like video resolution (4K, HDR, FHD), audio and subtitle options, cast and crew information and content ratings.
For sports fans, the platform’s TOD360 features offer a deeper level of interactivity. Real-time match stats, Opta-powered line-up updates, customisable highlight reels and live score toggling bring users closer to the action. Enhanced playback tools such as picture-in-picture mode, playback speed control and improved video quality adjustments ensure that the experience is smooth across all devices.
Since launching the enhanced platform, TOD has recorded significant increases in viewer engagement. Users are spending more time per session, exploring more content, and returning more frequently. Egypt led the regional growth with a 51% increase in viewing minutes, followed by the UAE at 47% and Qatar at 36%. On the device level, Smart TVs saw a 168% surge in usage, while mobile phones registered a 33% rise.
Streaming performance has also improved dramatically. Concurrent plays on 4K-supported subscriptions increased by 24%, and good stream counts rose by 19%. Video playback failures dropped by 82%, while high rebuffering instances fell by 71%. The average framerate improved by 83%, and peak bitrate rose by 9%, resulting in 37% fewer streams impacted by technical issues.
Commenting on the upgrade, James Walmsley, Director of Technology at TOD, said: “Our goal has always been to put users first, and the response to the upgrade proves that we’re heading in the right direction. From smoother playback to smarter discovery, everything has been engineered to help viewers find and enjoy content faster, with better quality and negligible interruptions. This is a full-stack overhaul—reimagining how people discover, stream and connect with content. With this update, we’re not just improving features—we’re strengthening our position as the home of sports and entertainment in MENA. Our content portfolio is second to none, and our mission is to match that with a user experience that’s truly unparalleled.”
The relaunch comes at a strategic moment, coinciding with the highly anticipated football finals in May and a refreshed entertainment lineup featuring major titles from Paramount, Disney and other top studios. With these enhancements, TOD is solidifying its role as the MENA region’s premier destination for live sports, Arabic and Turkish series and global entertainment content.
