By: John-Paul Mckerlie, VP – Marketing and Sales, TOD 

There was a time when entire communities would gather around radios, hanging on every word as a commentator’s voice crackled through the static, narrating the unfolding drama of a football match or title bout. That collective anticipation, that magnetic pull of live sport, has always been a defining thread of fandom. Then came television—bringing visuals, replays, and mass accessibility. For decades, cable and satellite ruled our living rooms, making sports an appointment-viewing ritual.

Today, all of that fits in our pocket. Streaming platforms have made access to sports and entertainment personalised, portable, and on-demand. Whether it’s watching a Champions League semi-final in HDR on a smart TV, catching highlight reels on Instagram, or toggling between live stats and player heatmaps on mobile, fans now experience sports on their own terms. We are not only spoilt for choice—we are empowered to curate it.

Taking Fans Beyond the Game

Personalisation has become the new battleground in sports streaming. With AI now powering custom highlight reels based on individual player or team preferences, platforms like TOD are building a fan experience that adapts to you, not the other way around.

TOD continues to push the envelope in the region – its TOD360 feature is a standout innovation, integrating live stats, player heatmaps, instant lineups, interactive timelines, and toggleable live scores. These aren’t mere gimmicks—they represent a fundamental shift from passive viewing to active, real-time participation, something that sports fans actively engage with. 

And engagement doesn’t stop at the platform. Through growing social media integration, TOD is experimenting with live commentary, fan polls, and interactive content, recognising that modern fandom isn’t a one-way street. With its data insights—spanning GCC, to Morocco to Iraq to Algeria—allows TOD to see precisely which teams, leagues, and players trend in micro-regions, empowering more hyper-targeted programming, advertising, and content curation. Whether replying to fans on Instagram or providing quick-cut moments tailored for TikTok, platforms like TOD are becoming conversational spaces, not just content pipelines. 

Streaming = More Accessible, Affordable 

The shift from traditional broadcasting to OTT platforms isn’t just about delivery; it’s about redefining how fans relate to content. A major part of that transformation is the rise of ‘a la carte’ viewing—allowing fans to pay only for what they want, whether it’s a single match or a tournament pass. Platforms like TOD have led the way in MENA, offering flexible access during global sporting events such as the FIFA World Cup Qatar 2022, the Olympics 2024, and Euro 2024. This strategic pivot appeals especially to seasonal sports fans, offering them a compelling reason to dip in and out and experience their favourite moments at their fingertips.

Storytelling Beyond Seasonality

One of the key challenges in sports streaming is the seasonal nature of competition. To drive year-round engagement, platforms must balance live events with high-value entertainment content.

TOD has addressed this head-on through TOD STUDIOS, its original content arm. With Arabic-language hits like Zaman Al Ajaj, Sarab, and Fi Lahza, and the release of award winning sport documentaries like “Ons Jabeur – This Is Me”, or the recent Ramadan launch – “My Faith in Sport”—a deeply human docuseries about identity, spirituality, and elite athletes—the platform has demonstrated a firm commitment to regional storytelling with global resonance.

Original content isn’t just a value-add—it’s a necessity. In an increasingly crowded streaming market, documentaries, behind-the-scenes access, and athlete-driven narratives foster deeper emotional connections, helping viewers stay engaged beyond the 90 minutes.

Facing Forward: Regional Challenges, Smart Solutions

No innovation comes without friction. In MENA, e-commerce limitations—particularly low credit card penetration—continue to be a barrier to growth. Recognising this, TOD is actively exploring B2B partnerships and alternative monetisation models to widen access and improve revenue channels.

Piracy, too, remains a regional challenge. While TOD has taken proactive steps to implement advanced anti-piracy measures, the fight against piracy in the MENA region is complex. A multifaceted approach, combining technological solutions, legal action, and consumer education, is essential to address this pervasive issue effectively.

We are entering an era where platforms must balance innovation with intimacy, scale with story, and data with emotion. The tools will evolve, the formats will shift—but the heartbeat of it all remains unchanged. Sports and entertainment connect us in deeply human ways. And in a world increasingly shaped by algorithms, that connection is more vital than ever.