Africa’s largest mobile network operator, MTN Group, is making an entry into the video streaming space, targeting both mobile and fixed broadband subscribers across the continent. The move is in partnership with Synamedia, a cloud-based technology company that specialises in delivering linear television and video-on-demand content.

MTN has previously dabbled in video streaming, though not as a direct service provider. The telecom giant partnered with third-party platforms like Disney+, Viu, and Multichoice’s Showmax, largely acting as a promoter that earns revenue through data bundle consumption tied to streaming access. The company also has prior experience in music streaming through MusicTime, which was launched in 2018. Developed in partnership with Simfy Africa, MusicTime allows users to stream music without traditional data plans, using a “time-buying” model that eliminates the need for a standard subscription.

The collaboration with Synamedia, however, repositions MTN. This time, MTN is in the lead with a focus on local content that reflects the continent’s diverse cultures, languages, and viewing habits. The company plans to offer a range of monetisation models, including subscriptions, ad-supported content, and free streaming channels with targeted advertising. Synamedia’s technology will be pivotal in content management and delivering personalised recommendations.

“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, MTN Group.

Despite early speculation that MTN’s venture would compete directly with established platforms like Amazon Prime Video, Netflix, and others, the company’s strategy takes a different path. Rather than developing original series and films, MTN’s focus will be on curating and licensing third-party content.

“We see it as complementary and focused on local content. Somebody could have MTN TV as well as Netflix. That’s fine. We’re not competing. We’re actually running in different lanes,” Ralph Mupita, MTN Group’s CEO, told Business Day.

“The content we are procuring is content that is not currently carried by the streaming platforms. Our role is to curate it. We’re not developing it ourselves.”

The service is expected to launch first in Nigeria before expansion into other African markets.