Egypt leads with a 51% surge in viewing minutes, followed by UAE 47% and Qatar 36%, highlighting strong regional engagement.
● Smart TVs saw a 168% spike in viewing minutes, while mobile viewing increased by 33%, reflecting growing cross-device consumption.
By: Mohamed Elkholy
As part of its ongoing commitment to innovation, TOD the go-to platform for streaming services across the MENA region recently launched its revamped platform marking a major leap forward in delivering a seamless, intelligent, and deeply engaging viewing experience across sports and entertainment.
The platform now features a redesigned interface tailored to how people actually watch. Viewers are greeted with dynamic, content-aware hero images, curated branded rails, and auto-play teasers that surface relevant content with minimal effort. Key enhancements include a more intuitive navigation system enabling effortless content discovery.
The platform also introduces enriched metadata—offering detailed information such as video quality (4K, HDR, FHD), audio and subtitle options, cast and crew listings, and viewer guidance ratings. Sports fans benefit from a suite of immersive features through TOD360, including real-time match stats, instant line-ups powered by Opta, highlight generation, and the ability to toggle live score visibility. Enhanced playback tools such as picture-in-picture, speed control, and quality adjustments ensure a smooth experience across devices.
Since the rollout of the enhanced platform experience, TOD has seen a marked uplift in user engagement and platform interaction. Viewers are spending more time per session, navigating more content, and returning more frequently—reflecting a deeper connection with the platform. The improved design and performance have not only made streaming smoother but also more rewarding, encouraging more consistent and immersive viewing habits across devices.
Regionally, Egypt saw the highest surge in viewing minutes with a 51% increase, followed by UAE at 47% and Qatar at 36%, underscoring broader adoption across diverse markets. Device-level data revealed a 168% spike in viewing minutes on Smart TVs and a 33% increase on mobile phones.
In parallel, streaming performance saw robust improvement: concurrent plays rose by 24% on 4K supported subscription packs, and good stream counts by 19%, while video playback failures dropped by 82%. TOD also achieved a 71% drop in high rebuffering instances, a 83% improvement in average framerate, and a 9% increase in peak bitrate—resulting in 37% fewer impacted streams overall. These gains highlight the technical excellence behind the upgrade and its success in delivering a more stable, immersive, and enjoyable viewing experience.
"Our goal has always been to put users first, and the response to the upgrade proves that we're heading in the right direction," said James Walmsley, Director of Technology at TOD. "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 performance improvements come at a critical time, as May marks the season of football finals—one of the most anticipated viewing periods of the year—and coincides with the platform’s refreshed entertainment lineup featuring titles from Paramount, Disney, and other leading Hollywood studios. With these results, TOD further cements its position as the region’s premier destination for world-class live sports, Arabic and Turkish series, and international entertainment.
