MTN Group, Africa’s largest mobile network operator, has announced a bold move to launch its own video streaming platform across the continent, positioning itself as a homegrown alternative to foreign giants like Netflix and Amazon Prime Video.
The new platform, to be deployed in partnership with global video software company Synamedia, is set to deliver a mix of live TV and on-demand content through both mobile and broadband and marks a major step in the telecom giant’s digital transformation under its Ambition 2025 strategy.
The announcement comes amid a growing fallout between Multichoice and its Nigerian subscribers, following a controversial upward review of its subscription tariffs. The South African pay-TV operator, which owns DStv and GOtv, has faced widespread backlash after it increased tariffs for the third time in 12 months, citing inflationary pressures and currency devaluation. The result has been a steep decline in its Nigerian subscriber base, particularly among middle- and low-income households, many of whom say they can no longer afford the service.
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With Multichoice now under pressure and foreign streamers like Netflix struggling to localize content effectively across diverse African markets, MTN’s entrance signals an opportunity to capitalize on a shifting landscape, but only if it gets the pricing right.
MTN says its upcoming platform will offer a blend of subscription-based services, ad-supported content, and free streaming channels with targeted ads, tailored to the economic realities and content preferences of different African regions.
“We see a unique opportunity to transform video consumption in Africa with high-quality, accessible, and relevant content,” said Selorm Adadevoh, MTN Group’s 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, the technical partner, will provide the platform’s backend infrastructure—including content management, user personalization, and scalable cloud delivery—optimized for Africa’s unique digital terrain.
“Thanks to MTN’s leadership and innovation, smartphone owners across Africa will be able to enjoy innovative linear TV and on-demand video,” said Paul Segre, CEO of Synamedia. “MTN will be able to create a groundbreaking set of offerings for customers that will drive new revenues.”
The Price Trap: Can MTN Avoid Multichoice’s Mistake?
However, cost remains a looming challenge, especially in Nigeria, MTN’s largest market. Just weeks before the announcement, telecom operators across the country implemented a massive 50% increase in the cost of internet data and voice calls, prompting an outcry from users already struggling with economic hardship.
Subscribers say they’re paying more for less—faster data depletion, spotty network quality, and no clear value-add. Many worry that MTN’s streaming platform could follow the same path, especially if content is locked behind high paywalls or expensive data bundles.
Analysts believe the platform’s success will depend on pricing flexibility, the availability of data-lite viewing options, and smart bundling with MTN’s telecom services to reduce cost barriers.
Why MTN Might Succeed Where Others Struggle
MTN’s greatest asset is its control over infrastructure. Unlike Netflix or Multichoice, it owns the pipes through which content flows. That means it can bundle streaming services with data, offer zero-rated access for specific content, or create tiered pricing depending on region and income levels.
It also helps that MTN already has more than 290 million subscribers across 19 African countries, including over 87 million in Nigeria alone, giving it the scale needed to push content efficiently and quickly gain traction.
The company said the platform will rely heavily on localized content, using language, culture, and viewing habits to curate programming that resonates in each country.
This comes as African audiences increasingly demand content that reflects their own realities, and as global streaming platforms face criticism for either failing to invest in local content or producing tone-deaf material that alienates viewers.
A Race for Africa’s Digital Viewers
Streaming platforms are now in a race to dominate Africa’s digital space, and MTN’s move could redefine the competition. Showmax, now under the control of Comcast’s NBCUniversal, has ramped up its African original programming. Netflix has invested millions in Nigerian Nollywood content and opened local offices. Amazon Prime Video is also eyeing deeper penetration through partnerships with local filmmakers.
But none of these platforms own the mobile data highway, a fact that gives MTN a potentially unrivaled advantage, if it doesn’t repeat Multichoice’s errors.
For now, MTN has not revealed the name of the platform or the exact launch date, but insiders say pilots could roll out in select markets before the end of the year, starting with Nigeria and South Africa.