TOD has introduced a sweeping update to its streaming platform, debuting TOD 2.0 with a host of performance enhancements and interface redesigns aimed at deepening user engagement across the MENA region. The upgrade comes at a pivotal moment for the service, which continues to position itself as the region’s leading destination for live sports and on-demand entertainment.

Initial results point to strong user response. Egypt led the surge in viewing minutes with a 51% increase, followed closely by the UAE at 47% and Qatar at 36%. This growth in engagement coincided with a sharp uptick in device usage, particularly on Smart TVs, which saw a 168% rise in viewing time. Mobile viewing also climbed by 33%, reflecting the platform’s expanded focus on cross-device functionality.

One of the key drivers behind this renewed engagement is the platform’s redesigned interface, which emphasizes user-centric discovery. The experience now includes dynamic content previews, curated rails, and streamlined navigation. Enhanced metadata provides in-depth information like 4K or HDR availability, subtitle support, and detailed cast and crew listings.

For sports fans, the update offers even more utility. The TOD360 feature suite has been upgraded to include real-time match data, lineups powered by Opta, instant highlights, and user-controlled options like live score toggles. Playback capabilities have also improved significantly, with a reported 82% reduction in playback failures, a 71% drop in high rebuffering instances, and an 83% boost in average framerate. The platform has also achieved a 24% increase in concurrent streams on 4K plans and a 9% improvement in peak bitrate—key indicators of backend stability and streaming quality.

To better understand the vision behind TOD 2.0 and what’s next for the platform, we spoke directly with James Walmsley, Director of Technology at TOD.

Q&A

1. What were the main goals behind the new TOD upgrade, and how do you believe it enhances the user experience compared to the previous version?

Our main goal with the latest TOD upgrade was to completely reimagine the user experience in line with the latest design fashion, bringing it closer to what today’s viewers want—speed, simplicity, and personalisation. We wanted the platform to feel more intuitive, more immersive, and ultimately more enjoyable to use. Every design decision was made to reduce friction, whether it’s finding something to watch or engaging deeply with a live match. The result is a smarter, more responsive platform that adapts to each viewer’s preferences and makes the entire streaming journey seamless.

2. Can you walk us through some of the key improvements users will notice with TOD’s new interface?

Absolutely. One of the first things users will notice is the cleaner, more intuitive layout—whether they’re on mobile, tablet, or TV. We’ve introduced bottom-bar navigation for mobile and a smart side menu for TV, making content discovery effortless. Hero images now react dynamically to user focus, and autoplay teasers help surface trending or personalised content without any clicks. We’ve also made it easier to search by genre and language, introduced rich metadata, and added branded rails to spotlight content by studio, actor, or theme.

3. TOD360 is an exciting addition. How does it change the way sports fans interact with live matches on the platform and how important is it in shaping the future of sports streaming on platforms like TOD?

TOD360 has been one of the premium features on TOD, a key differentiator in how fans experience live sports on our platform. We have further improved it with this upgrade, adding more layers of insight—live player stats, team formations, attacking zones—directly to the viewer in real time. Instead of just watching a match, fans can now engage with it analytically, just like commentators or coaches. Through automatic highlight generation, interactive widgets, and multi-view options, fans can now follow multiple angles or games simultaneously. This is more than just a feature—it’s the future of immersive, data-driven sports streaming, and we’re proud to lead that evolution.

4. Personalisation seems to be a major focus with this upgrade. How is TOD leveraging technology to deliver smarter content recommendations?

Personalisation is at the core of our latest update. We’ve built machine-learning systems that learn from user behavior—what you watch, what you skip, what you return to—and use that to deliver smarter, more relevant content suggestions. With multiple user profiles and viewing history, each member of a household can get a uniquely curated experience that will improve with use. It’s about surfacing the right content at the right time, so our users spend less time browsing and more time enjoying.

5. With personalisation becoming a standard expectation, how is TOD balancing user privacy while delivering a more tailored experience?

Privacy is non-negotiable. While we use behavioral data to improve recommendations, all personalisation is built on secure, consent-based systems. Users have full control over their profiles and settings, and we’re transparent about what data is used and why. Our infrastructure follows international best practices in data protection, so viewers can trust that their information is handled responsibly.

6. In a highly competitive OTT market across MENA and Turkey, what sets TOD apart with the launch of the upgraded TOD?

TOD is purpose-built for the region. We’re not just a global template with regional content—we are a platform deeply rooted in MENA and Turkish audiences. With the latest updates, we’re combining world-class tech with unmatched content offerings: exclusive rights to premium football, basketball, tennis, and rugby, alongside top Arabic, Turkish, and Hollywood entertainment. Our multi-language search, regional curation, and unique features like spoiler-free toggles and TOD360 make us not just competitive—but different in a way that truly matters to our users.

7. Streaming quality is a crucial factor for users. What advancements have been made to ensure an even better viewing experience on TOD?

We’ve made major strides in elevating streaming quality. This update has doubled the frame rate of live sports, lowered the bandwidth requirements by up to 40% and introduced a wider 4K and HDR library where available. The video player has been rebuilt with a smoother interface, quick controls, speed adjustment, and Picture-in-Picture mode. For live sports, we’ve optimized latency and introduced key moment markers so users can jump straight to the action without delays. Whether it’s a blockbuster movie or a live match, the viewing experience is now faster, crisper, and more reliable.

8. Looking ahead to 2025, what are some of the key innovations or features TOD users can expect to see?

In the long term, everything will be all about deepening engagement. We’re exploring more advanced interactivity in live sports—think fan polls, real-time reactions, and more immersive watch parties. We’re also investing further in AI-driven personalisation that responds to your mood or context. Another area we’re excited about is accessibility—adding more support for diverse audio languages and subtitle formats to serve an even broader audience across the region.

9. Could you share some insights into how user feedback influenced the updates introduced with the new TOD upgrade?

User feedback was foundational. We listened closely to what our subscribers wanted—faster navigation, smarter recommendations, less clutter, more control over their experience—and the revamped TOD experience is a direct result of that dialogue. Features like the “no spoiler” flag, profile-level customisation, and enriched sports pages came directly from community input. This upgrade isn’t just a tech improvement—it’s a reflection of the people who use and love TOD every day.

These advancements arrive as the platform gears up for one of the busiest periods of the year, with football finals underway and a refreshed content lineup from major studios like Disney and Paramount in full swing. By reinforcing both the technical foundation and user interface, TOD aims to offer not just a better experience, but one that’s built for long-term scalability.

The company’s broader strategy appears clear: drive sustained engagement through superior performance, intelligent design, and content that resonates across a diverse user base. With TOD 2.0 now live across the region, the platform is making a strong case that it’s not just keeping up with global standards—but reshaping expectations for streaming in MENA.