Central to MTN’s streaming strategy is a strong focus on localization. The platform is expected to feature content that reflects the cultural nuances, languages, and viewing habits of audiences in different African markets. MTN Group believes this approach will drive stronger viewer engagement and make the platform more accessible to diverse communities across its operational footprint.
Abuja, Nigeria – Africa’s telecommunications giant, MTN Group, has unveiled plans to roll out a new streaming platform targeting mobile and fixed broadband users across the continent — a bold move that puts the telco in direct competition with established streaming players such as Netflix, Amazon Prime Video, and Showmax.
The announcement, made on Monday, revealed that MTN is collaborating with Synamedia, a leading global provider of video software solutions, to build and power the platform. The service will offer a hybrid of live television and video-on-demand content, with various monetization models including subscriptions, ad-supported programming, and free-to-access channels featuring targeted advertisements.
Culturally-Tailored Content to Drive Engagement
Central to MTN’s streaming strategy is a strong focus on localization. The platform is expected to feature content that reflects the cultural nuances, languages, and viewing habits of audiences in different African markets. MTN Group believes this approach will drive stronger viewer engagement and make the platform more accessible to diverse communities across its operational footprint.
“We see a unique opportunity to transform video consumption in Africa with high-quality, accessible, and relevant content,” said Selorm Adadevoh, MTN’s Group Chief Commercial Officer. “This partnership enables us to leverage cutting-edge technology and deep customer insights to enhance entertainment experiences and drive digital inclusion.”
Synamedia to Power Technical Infrastructure
The platform will be built on Synamedia’s cloud-based technology, which will provide the backbone for content management, personalized recommendations, and scalable video delivery. According to both companies, the infrastructure is designed to meet Africa’s growing digital consumption needs and ensure seamless streaming experiences across regions with varying levels of connectivity.
Paul Segre, CEO of Synamedia, emphasized the transformative nature of the partnership: “Thanks to MTN’s leadership and innovation, smartphone users across Africa will gain access to an exciting blend of linear TV and on-demand video. Leveraging our cloud-based technology, MTN can rapidly introduce game-changing services that not only entertain but also generate new revenue streams.”
A Key Pillar of MTN’s Ambition 2025 Strategy
The streaming initiative aligns with MTN’s broader “Ambition 2025” blueprint aimed at accelerating Africa’s digital transformation. With the continent’s streaming landscape becoming increasingly competitive, the telecom firm is positioning itself to capitalize on the demand for local content and optimized streaming solutions.
Industry watchers view the move as a strategic step to tap into MTN’s vast customer base and strengthen its foothold in the digital services space. In Nigeria, where MTN holds over half of the telecom market share as of January 2025, the company is well-positioned to introduce the platform to millions of potential users.
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