Keypoints:
- MTN enters Africa’s streaming market
- Platform to feature localised content
- Multiple monetisation options planned
up, one of Africa’s largest telecommunications providers, has announced a strategic alliance with UK-based video software specialist Synamedia to create a new, mobile-optimised streaming platform aimed at African users. The move marks MTN’s bold entrance into the continent’s competitive streaming space and reinforc
es its commitment to digital inclusion.
The upcoming platform is designed for both mobile and fixed broadband subscribers, offering a dynamic mix of content delivery options—ranging from traditional linear TV to video-on-demand services. MTN’s goal: to make high-quality, locally relevant content accessible across Africa.
Local content at the heart of the strategy
Unlike global platforms that often prioritise international content, MTN’s streaming service will focus on local storytelling, languages, and viewing trends. The platform will deliver curated content tailored to each country, reflecting regional cultures and habits.
This local-first strategy is expected to build strong viewer engagement by resonating with audiences on a cultural level. Content will span multiple genres—from drama and comedy to live events and entertainment—while remaining affordable and easily accessible via smartphones, Africa’s dominant device for internet access.
Competing with global streaming giants
MTN’s new venture will compete directly with established streaming services like Netflix, Showmax, Prime Video, and DStv’s Multichoice. However, the platform’s edge lies in its mobile-centric design, local content focus, and flexible monetisation models.
The platform will support subscription packa
ges, ad-supported free viewing, and freemium channels with targeted advertising—opening revenue streams while remaining inclusive to low-income users. This versatility aligns with MTN’s broader mission to expand digital opportunities across Africa.
‘Our partnership with Synamedia is a leap forward in transforming how video content is consumed in Africa,’ said Selorm Adadevoh, MTN Group’s Chief Commercial Officer. ‘By combining advanced technology with deep customer insight, we’re shaping an entertainment experience that reflects the realities and preferences of our markets.’
Technology powered by Synamedia
Backed by Synamedia’s cloud-based infrastructure, the platform is built for speed, scale, and adaptability. The system allows MTN to launch and iterate new services rapidly across multiple markets, creating a robust and scalable solution that’s ready for Africa’s fast-evolving digital landscape.
‘MTN’s vision and innovation will bring engaging streaming options to millions of smartphone users,’ said Paul Segre, CEO of Synamedia. ‘Together, we’re introducing a flexible, cloud-first platform that meets diverse consumer needs and supports long-term business growth.’
A game-changer for African entertainment
As mobile penetration and internet access continue to rise across the continent, MTN’s new streaming platform is well positioned to meet a growing demand for digital content tailored to African tastes. With strong infrastructure, localised cont
ent, and inclusive pricing, the partnership with Synamedia could mark a turning point in Africa’s digital media landscape.
The launch date and further platform details are expected to be announced in the coming months.
