MTN Group, Africa’s leading mobile operator, has announced plans to launch a new streaming platform aimed at competing with major players like Netflix and Amazon Prime Video. The platform, which will be available to both mobile and fixed broadband users, will feature a mix of live TV and on-demand content, designed to cater to diverse African markets. This new service is the result of a strategic partnership with global video software leader Synamedia, which will provide the cloud-based technology necessary for the platform’s launch.
The collaboration between MTN and Synamedia will bring innovative monetization options, including subscriptions, ad-supported content, and free streaming channels with targeted advertisements. One of the core focuses of the platform will be its localized content, tailored to the cultural preferences, languages, and viewing habits of users in different African countries. MTN hopes this strategy will help boost engagement and accessibility across its extensive network on the continent.
MTN’s Group Chief Commercial Officer, Selorm Adadevoh, highlighted the potential to transform video consumption across Africa by offering high-quality, relevant, and accessible content. By leveraging advanced technology and customer insights, MTN aims to improve entertainment experiences while fostering digital inclusion. The partnership with Synamedia also underscores the companies’ commitment to enhancing digital infrastructure and creating a scalable, reliable service that can meet the growing demand for digital content in Africa.
As part of its Ambition 2025 strategy, MTN’s streaming initiative comes at a time when competition in Africa’s streaming market is intensifying, with global platforms like Netflix and Showmax expanding their local content. Analysts believe MTN’s vast subscriber base, particularly in Nigeria, combined with this localized streaming offering, positions the company to effectively monetize its reach and address connectivity challenges while boosting Africa’s digital economy.
Source: Naira metrics