10 April 2025
MTN Group has announced a strategic partnership with British video software provider Synamedia to develop a revolutionary streaming platform. This initiative is a key component of MTN's accelerated diversification strategy aimed at establishing the company as a leading technology powerhouse on the African continent..jpg?lu=178)
The new platform is designed to provide a diverse array of content, including both linear television and on-demand viewing options. MTN emphasizes that it will feature various monetization models, including subscriptions, ad-supported content, and free streaming channels enhanced by targeted advertising. With a focus on local relevance, MTN plans to implement tailored content strategies for each market, ensuring that offerings resonate with the cultural and linguistic preferences of different audiences.
This partnership arrives shortly after the launch of MTN Ads, a digital advertising platform developed in collaboration with Aleph. Additionally, in July 2024, MTN unveiled plans for a carrier-neutral Tier 4 data center in Lagos, Nigeria, further reinforcing its infrastructure capabilities. The company’s infrastructure subsidiary, Bayobab (formerly MTN GlobalConnect), has also been empowered to create a world-class open digital infrastructure platform accessible to both MTN and third-party entities.
By entering the streaming market, MTN is strategically positioning itself in an industry poised for significant growth. According to Statista, streaming revenue across Africa is projected to surge from $5.4 million in 2025 to $7.1 million by 2029. The new platform will not only diversify MTN's revenue streams but will also capitalize on the increasing internet consumption driven by enhanced service usage.
“We see a unique opportunity to transform video consumption in Africa through quality, accessible, and relevant content. This partnership allows us to leverage cutting-edge technologies and deep insights into customer needs to enrich entertainment experiences and promote digital inclusion,” said Selorm Adadevoh, Chief Commercial Officer of MTN Group.
