MTN is building its own streaming platform to take on Showmax and Netflix in Africa
The telecoms company is betting it can do more than just sell data subscriptions.
In the past few weeks, MTN has been making moves no one saw coming. First, it teamed up with longtime rival Airtel to share infrastructure in parts of Africa. Now, the company’s following it up with something even bolder: a video streaming platform that could go head-to-head with Netflix and Showmax.
Built in partnership with UK-based tech company Synamedia, the new platform will be live on MTN’s mobile and fibre networks across Africa. Think live TV, on-demand shows, and local content—all wrapped in cloud-based tech and offered through different pricing models, including subscriptions, ad-supported access, and free channels with targeted ads.
It’s a sharp pivot from just selling SIM cards and data bundles. But like many telcos, MTN is evolving—leaning into digital services, fintech, and now entertainment—to build something different from just connectivity that could improve their bottom line. And with over 291 million subscribers across 16 African markets, MTN may already have the scale to make this work.
Kelechi Edeh
The company hasn’t said when it’ll launch or what exactly will be on offer, but they’ve promised to tailor content to each market’s languages, viewing habits, and culture. That local-first approach could be MTN’s biggest advantage—especially at a time when global players often miss the mark on relevance.
This strategy, however, isn’t entirely new. In India, Reliance Jio did something similar—bundling cheap data with streaming perks and turning itself into a full-blown entertainment and telecom giant. MTN might just be trying out its own version of that playbook in Africa.
The timing also couldn’t be better. Africa’s streaming market is expected to hit $5.4 billion by the end of 2025 (via Statista), but many viewers are feeling the pinch. Showmax recently raised prices in Nigeria and South Africa, triggering backlash—and even a lawsuit. So, if MTN can bundle content with data or offer better pricing, it could steal serious attention.
Of course, it’s still early days. But if this works, MTN won’t just be connecting Africa—it might help redefine how the continent streams, chills, and catches up on the next big thing.
