On Monday, MTN announced its collaboration with Synamedia, a UK-based video software provider, to launch a new streaming platform designed for mobile and fibre subscribers across the continent. The service is aimed at challenging industry leaders like Netflix and Showmax, offering high-quality, localised content tailored to the diverse needs and preferences of African audiences.
Enhancing digital content accessibility
The partnership marks MTN’s bold entry into the competitive video-on-demand market, positioning it alongside global giants like Netflix and regional players like Showmax.
Selorm Adadevoh, MTN Group’s Group Chief Commercial Officer, noted, “We see a unique opportunity to transform video consumption in Africa with high-quality, accessible, and relevant content. This partnership enables us to leverage cutting-edge technology and deep customer insights to enhance entertainment experiences and drive digital inclusion.”
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The platform will utilise Synamedia’s advanced cloud-based technologies to offer linear television and on-demand video content. It will feature diverse monetisation models, including subscriptions, ad-supported content, and free streaming channels with targeted advertising.
A curated content strategy tailored to local cultures, languages, and viewing preferences will benefit each market.
Expanding entertainment options
With a customer base of 291 million across 16 African markets, MTN aims to capitalise on the rapid adoption of smartphones and improved telecommunications infrastructure.
Paul Segre, Synamedia CEO, emphasised, “Thanks to MTN’s leadership and innovation, smartphone owners across Africa will be able to enjoy innovative linear TV and on-demand video. By taking advantage of the breadth of our integrated, cloud-based portfolio to quickly deploy new services at scale, MTN will be able to create a groundbreaking set of offerings for customers and viewers that will drive new revenues.”
This partnership highlights MTN and Synamedia’s dedication to improving access to quality content in Africa. They aim to benefit audiences and strengthen the continent’s digital ecosystem by utilising innovative technologies and a localised strategy.