MTN challenges Netflix, Showmax with launch of streaming platform

• Published On: 07 April 2025 at 16:54

MTN Group, one of Africa's biggest telecoms companies, has formed a strategic relationship with UK-based video software company Synamedia to develop a new streaming platform for mobile and fixed broadband users across the continent.

The alliance aims to improve digital content accessibility and adapt to African audiences' shifting preferences.

Selorm Adadevoh, Chief Commercial Officer of MTN Group, voiced confidence in the venture, saying, "We see a unique opportunity to transform video consumption in Africa with high-quality, accessible, and relevant content." This cooperation enables us to use cutting-edge technology and valuable customer insights to enhance entertainment experiences and promote digital inclusion.

MTN's new platform will directly compete with key streaming market competitors like as Netflix, Showmax, MultiChoice, and Prime Video.

Using Synamedia's cloud-based technologies, the service will provide both linear television and on-demand video content. It will also provide a variety of monetisation options, including subscriptions, ad-supported content, and free streaming channels with tailored advertising.

The platform will focus on offering locally relevant content, with programming adapted to each market's languages, cultures, and viewing tastes.

Paul Segre, CEO of Synamedia, emphasised the importance of the collaboration: "Thanks to MTN's leadership, smartphone users across Africa will soon be able to enjoy innovative TV and on-demand video." MTN will be able to implement services at scale using our integrated, cloud-based solutions, resulting in revolutionary offerings that provide new revenue prospects."