MTN Plans Streaming Platform
MTN Group, Africa’s largest mobile network operator, has announced plans to launch a new streaming platform.
This initiative, revealed on April 7, 2025, is aimed at mobile and fixed broadband users across the continent, positioning MTN as a competitor to established services like Netflix, Showmax, and Amazon Prime Video.
The new platform is the result of a partnership with Synamedia, a UK-based video software provider, and is designed to leverage MTN’s vast subscriber base of over 291 million customers across 16 African markets.
The platform will utilize Synamedia’s cloud-based technology to deliver a mix of live linear television and video-on-demand content, tailored to local cultures, languages, and viewing habits in each market.
MTN’s Group Chief Commercial Officer, Selorm Adadevoh, emphasized the goal of transforming video consumption in Africa by providing “high-quality, accessible, and relevant content” while enhancing entertainment experiences and driving digital inclusion.
The platform will offer flexible monetization options, including subscription-based access, ad-supported streaming, and free channels with targeted advertising, aiming to make content both accessible and affordable. MTN’s control over its mobile and broadband networks provides a unique advantage, allowing the company to bundle streaming with data plans or offer zero-rated access, potentially undercutting rivals on pricing and accessibility.
This strategic move aligns with MTN’s Ambition 2025 strategy to diversify into digital services, fintech, and entertainment, marking the company’s evolution from a traditional telecom provider into a broader technology and media player.
MTN has already piloted the service in Nigeria, its largest market with over 87 million subscribers, leveraging the country’s vibrant film and music industries.
The company plans to expand the service across its footprint, including South Africa and Ghana, with a focus on curating compelling local content rather than producing it.
However, success will depend on navigating Africa’s economic diversity and connectivity challenges, as well as securing relevant and affordable content that resonates with localized offerings and ambitious revenue targets. MTN’S past attempts at streaming, like MTN FrontRow (later VU), faltered by 2017 due to challenges in content acquisition and pricing, raising questions about its ability to succeed this time.
MTN enters a crowded and competitive space, with Netflix, Showmax, and Amazon Prime Video already established in the market. Netflix has deepened its investment in African content, particularly Nigerian Nollywood, while Showmax, backed by MultiChoice and Comcast’s NBCUniversal, dominates with localized offerings and ambitious revenue targets ($1 billion by 2028). MTN’s past attempts at streaming, like MTN FrontRow (later VU), faltered by 2017 due to challenges in content acquisition and pricing, raising questions about its ability to succeed this time.
As of April 9, 2025, no specific launch date or platform name has been disclosed, but posts on X and reports from outlets like Nairametrics and TechCentral suggest anticipation is high, with some analysts viewing it as a bold bid to redefine how Africans consume media.
Provided MTN can deliver on affordability and relevance, the new platform has the potential to disrupt the African streaming market and establish MTN as a major player in the digital entertainment space.
MTN Group’s announcement of a new streaming platform marks a significant development in the African digital entertainment landscape. With its vast subscriber base, strategic partnership with Synamedia, and focus on local content, MTN is well-positioned to disrupt the market and establish itself as a major player. However, the company must navigate the challenges of content acquisition, pricing, and connectivity to succeed.
As the launch date approaches, anticipation is high, and analysts are watching closely to see if MTN can deliver on its promise of transforming video consumption in Africa.
