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In a strategic move poised to disrupt Africa’s fast-growing digital entertainment space, MTN Group has announced its official entry into the video streaming market. This follows a major partnership with UK-based video technology company Synamedia.
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The collaboration will power a new streaming platform tailored for mobile and fixed broadband users across MTN’s 16 markets in Africa. This new offer will serve its 291 million subscribers with high-quality, localized, and on-demand video content.
“This is about changing how Africans watch video. It’s about delivering better quality, more relevant content, and easier access,” said Selorm Adadevoh, MTN Group Chief Commercial Officer.
MTN Targets Africa’s Growing Demand for Digital Video Content
The announcement comes as smartphone penetration and broadband connectivity continue to rise across the continent. All of this accelerating the demand for mobile video streaming and over-the-top (OTT) services.
The new MTN streaming platform will be powered by Synamedia’s cloud-based technologies. It will offer both live TV (linear broadcasting) and video-on-demand (VOD) content. The platform is designed to be flexible, supporting a range of monetization models including:
- Subscription-based plans (SVOD)
- Ad-supported free content (AVOD)
- Hybrid plans combining both models
This strategic move puts MTN in direct competition with global giants like Netflix, Prime Video, Showmax, and MultiChoice. It signals a new era of localized digital entertainment across Africa.
A Platform Designed for Africans, by Africans
According to Adadevoh, the platform will use real-time customer insights, mobile-first design, and advanced personalization tools to create a deeply local and inclusive viewing experience for African audiences.
“This partnership is about reimagining the digital entertainment experience in Africa—from the content we deliver to the platforms we build. We’re bringing something truly tailored to the African market,” he added.
Synamedia Brings Proven Global Expertise to African Audiences
Synamedia, which provides video technology solutions for some of the world’s biggest broadcasters and telcos, is expected to offer MTN a robust and scalable infrastructure for growth. The UK firm’s cloud-native video network allows for seamless content delivery across multiple devices and networks.
“This collaboration with MTN is a major milestone in expanding our footprint in emerging markets,” said a spokesperson from Synamedia. “We’re thrilled to enable a streaming experience that’s mobile-centric, secure, and cost-effective.”
MTN targets inclusive viewing experiences
With this launch, MTN is positioning itself as a serious player in Africa’s digital entertainment sector. It is aiming to meet the rising demand for local content, data-efficient video delivery, and inclusive viewing experiences. The move also aligns with MTN’s broader strategy to become Africa’s leading digital platform and fintech provider.
