When Streaming Meets Shopping
How Noon turns IPL fans into shoppers
Hey streamers! Today, let’s talk about streaming and shopping 🛍️👇
For the third year in a row, Noon, the online shopping app in the UAE, Saudi Arabia, and Egypt, is streaming the Indian Premier League (IPL).
But this year, there’s something new: a different business model and a bigger audience across the region.
This newsletter is supported by JAY, the leading provider of shoppable and bonus content for streaming services.
I spend a lot of time watching series and sports on OSN+, Netflix, STARZPLAY, Shahid, and TOD. I also shop online on Amazon and local platforms like Noon.
So I started wondering: What if we could combine both worlds?
JAY already does that in Europe. Their technology integrates shoppable and bonus content directly into shows, letting viewers access cast info, music tracks, costume details, or even shop the outfits worn by their favorite characters.
I believe MENA is perfectly positioned to become a leading market for shoppable content. That’s why I teamed up with JAY to create a free content snapshot.
Inside, you’ll find:
✅ An overview of the MENA streaming market
✅ A use case from RTL+ and Joyn in Europe
✅ An interview with JAY CEO Peter Effenberg
✅ The benefits of in-stream, interactive experiences
Today’s Program
What is Noon? What is the IPL?
Noon x IPL: A Pop-Up Sports Platform
So What?
And… Action!
What is Noon? What is the IPL?
Let’s start with the basics.
Noon is one of the biggest e-commerce platforms in the Middle East. Launched in 2017 and based in the UAE, it was founded by Emirati businessman Mohamed Alabbar (The name behind Emaar and The Dubai Mall), with strong support from Saudi Arabia’s Public Investment Fund (PIF).
The idea? Create a homegrown alternative to Amazon, for shoppers in the Middle East.
Today, Noon operates in the UAE, Saudi Arabia, Egypt, and a few other countries. It offers everything from electronics and fashion to groceries, beauty products, and even books.
Some of its features:
Competitive prices and regular discounts
Fast delivery, same-day or next-day in many cities
A growing ecosystem of services: Noon Food, Noon Minutes, NowNow, and Noon One, a subscription offering free delivery across Noon ecosystem
A strong push to support local sellers and brands
In just a few years, Noon has become a key player in MENA’s digital economy, often seen as Amazon’s main regional competitor.
Now, what about the other player in this story:?
What is the IPL?
The Indian Premier League (IPL) is the most popular cricket league in the world. Launched in 2008 by the Board of Control for Cricket in India (BCCI), the IPL took the fast-paced T20 format and turned it into a global entertainment machine.
Every year between March and May, 10 franchise teams, backed by celebrities and billion-dollar brands, go head-to-head in matches that mix sports, showbiz, and serious money.
Why IPL is a big deal:
IPL combines top-level cricket with massive celebrity and entertainment appeal
The league attracts international players
It brings in billions from media rights, sponsors, and advertisers
IPL gets huge viewership, especially across India on platforms like JioCinema and (previously) Disney+ Hotstar
In the UAE, IPL matches are available on IPTV via eLife (e& Group), and co-distributed online on STARZPLAY and Noon.
Let’s now talk about streaming👇
Noon x IPL: A Pop-Up Sports Platform
IPL matches are available across the Noon ecosystem, including desktop, mobile app and tablet. There two ways to access the games:
On the Noon homepage, you will spot a logo promoting the tournament.
On the iOS app, it’s even more visible with a dedicated "Watch Now!" button sitting next to the main tabs: Home, Categories, Account, and Cart.
Once you visit the IPL page, you are taken into a completely new environment, with a sleek, dark-themed interface focused on cricket.
In 2023 and 2024, Noon streamed the IPL in UAE, Saudi Arabia, and Egypt using an ad-supported SVOD model, viewers could access matches for just 1 AED (and ads ;)
For 2025, Noon has expanded its reach to cover Oman, Qatar, Kuwait, and Bahrain.
And the model is changing too. There are now two main ways to watch:
Noon One members get access as part of their subscription
Free 30-day trial
AED 25/month or AED 132/year
Not a member? Just place any order on Noon and unlock IPL access for free!
From March to May 2025, Noon users can enjoy:
All 74 IPL matches live
HD video quality
Access across mobile, desktop, and tablet
Real-time match schedules
Live stats, leaderboards, and cap updates (Purple/Orange)
Highlights, expert commentary, and magazine-style shows
And there’s more!
Noon has renewed its gamified feature called Noon Powerplay, where users can predict match outcomes and win rewards. It’s designed to make watching even more interactive and fun.
So What?
IPL 2025 on Noon is more than just streaming, it’s a big opportunity for advertisers.
With matches available across mobile, tablet, and desktop, brands now have the chance to reach millions of MENA viewers through:
Pre-roll and mid-roll video ads
Banner placements
Sponsorship packages that allow for more creative and interactive campaigns
It’s a powerful mix of reach and engagement. But there are still a few gaps Noon could work on to unlock the full potential.
What’s missing?
Right now, viewers can only stream matches on personal devices like phones, tablets, or laptops. But there’s no dedicated CTV app, a major gap if Noon wants to boost viewing time and capture higher CPM.
Also, the current promotion lives mostly inside the Noon ecosystem, with banners, buttons, and homepage features. But it’s not enough.
Most people don’t know that IPL is basically free on Noon if you’re a Noon One member or just place a single order. That needs to change.
To compete with co-rights holders like STARZPLAY, Noon should consider a strong campaign push across the region.
Here’s where things could get really interesting: Today, IPL on Noon is a value-added service, it pulls users into the e-commerce platform.
But what if users could shop while they stream?
Imagine buying a team jersey, a cap, or even unrelated products directly from the stream, without leaving the match. That’s shoppable content, and it’s a massive untapped opportunity for Noon.
I just released a content snapshot exploring this exact topic: Shoppable Content in MENA: Building the Next Generation of Interactive Streaming Services.
Wishing everyone a great week! See you online next Monday. In the meantime, enjoy The Last of Us season 2 on OSN+. After a global pandemic destroys civilisation, a hardened survivor takes charge of a 14-year-old girl who may be humanity’s last hope.
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