MTN Set to Disrupt African Streaming Market with New Digital Platform
Africa’s largest mobile network operator, MTN Group, is making a bold entry into the continent’s digital entertainment space, unveiling plans to launch a new streaming platform in partnership with UK-based video software giant Synamedia.
The move positions MTN as a formidable competitor to long-time market leader MultiChoice, which has been grappling with declining performance and subscriber loss.
The new streaming platform, designed for both mobile and fibre users, will roll out across MTN’s vast customer network of over 291 million users in 16 African countries. This strategic pivot reflects MTN’s broader evolution from a traditional telecom service provider to a tech-driven media powerhouse, diversifying into fintech, data, and now digital entertainment.
“We see a unique opportunity to transform video consumption in Africa with high-quality, accessible and relevant content,” said Selorm Adadevoh, Group Chief Commercial Officer at MTN. “This partnership enables us to leverage cutting-edge technology and deep customer insights to enhance entertainment experiences and drive digital inclusion.”
The launch comes at a moment of vulnerability for MultiChoice Group, which recently lost over a million premium subscribers in 2024 due to high, inflexible pricing and growing consumer dissatisfaction. The company’s latest earnings report showed a significant decline, suggesting market fatigue and the need for more competitive offerings.
In contrast, MTN’s new service promises to deliver a cloud-based, mobile-optimized streaming experience, powered by Synamedia’s advanced video technology. It will feature live TV, on-demand video content, and flexible monetization models including: Subscriptions, Free streaming channels with targeted ads and Ad-supported on-demand content
Africa’s streaming video market is projected to generate $5.4 million in revenue by the end of 2025, buoyed by surging smartphone penetration and expanding telecom infrastructure. MTN’s extensive reach and data-driven capabilities give it a strategic advantage to meet the rising demand for affordable, relevant, and localized content.
