TotalEnergies CAF Africa Cup of Nations (AFCON) Morocco 2025 has once again proven why it remains one of the most engaging and unpredictable tournaments in world football. As the competition progresses, its appeal is extending well beyond the pitch – shaping how audiences across the Middle East and North Africa choose to watch live sport.
From decisive penalties to tightly fought knockout matches, AFCON has delivered the kind of high-stakes football that keeps fans invested. Egypt won against Benin 3–1 in Round 16 to progress to the quarter-finals, Algeria too reached the quarter-finals this week, underlining the depth of talent across the tournament. Hosts Morocco advanced to the quarter-finals after a narrow victory over Tanzania. At the same time, Tunisia’s campaign ended dramatically via a penalty shoot-out, highlighting the fine margins that define the competition.
Away from the pitch, TOD finds that viewing behaviour across MENA tells an equally compelling story. Based on TOD data during the tournament, Smart TVs have emerged as the leading device for AFCON viewership, followed by smartphones. This points to a renewed preference for big-screen, shared viewing when it comes to premium live sport. Streaming platforms are complementing, rather than replacing, traditional viewing habits.
According to John-Paul McKerlie, VP of Marketing & Sales at TOD MENA, from a market perspective, AFCON has also played a clear role in driving new subscriptions. Egypt, Morocco, Algeria, and Tunisia are leading in new customer acquisition, reflecting the tournament’s deep cultural and footballing relevance across North Africa. TOD has also recorded substantial direct-to-consumer reach in the UAE, Egypt, Morocco, Kuwait, and Qatar; markets with high digital adoption and growing demand for premium sports content. Egypt has emerged as the strongest Country Pass market, followed by Morocco, Algeria, and Tunisia, signalling a growing appetite for localised, tournament-led offers.
AFCON continues to win on the pitch, but its broader impact is increasingly seen in how audiences across MENA choose to watch, engage with, and value live sport.
