Hey streamers! Today, letβs talk about streaming and shopping ποΈπ
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, thereβs 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. Thatβs why I teamed up with JAY to create a free content snapshot.
Inside, youβll find:
β An overview of the MENA streaming market
β A use case from RTL+ and Joyn in Europe
β An interview with JAY CEO Peter Effenberg
β The benefits of in-stream, interactive experiences
Todayβs 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?
Letβs 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 Arabiaβs 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 MENAβs digital economy, often seen as Amazonβs 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.
Letβs now talk about streamingπ
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:
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