MTN partners with Synamedia to launch Africa-focused streaming platform, taking on netflix and amazon.

By Mofeoluwa Awe

MTN Group is gearing up to reshape the African entertainment landscape with the launch of a new video streaming platform set to rival international giants like Netflix and Amazon Prime Video.
In a strategic partnership with global video software leader Synamedia, MTN will roll out a cloud-powered streaming service designed for both mobile and broadband users across its African markets. The platform will blend live television with video-on-demand content, giving users access through multiple pricing models including subscription-based, ad-supported, and free streaming channels with targeted advertising.
According to MTN, the new platform will be tailored to the unique tastes and cultural nuances of each market it serves, with localized content in various languages to suit regional viewing habits. This approach is expected to increase user engagement and make quality entertainment more accessible to millions across MTN’s footprint.
“We see a unique opportunity to transform video consumption in Africa with high-quality, accessible, and relevant content,” said Selorm Adadevoh, MTN Group’s Chief Commercial Officer. “Through this partnership, we’re combining world-class technology with deep customer insights to elevate the entertainment experience and promote digital inclusion.”
MTN currently operates in 16 countries across African and the Middel East. Its collaboration with Synamedia will enable the deployment of advanced tools for content delivery, personalized recommendation, and efficient content management, all scalable to meet the demands of Africa’s growing digital population.
Synamedia’s CEO, Paul Segre, praised MTN’s forward-thinking approach, stating that the partnership would empower millions of smartphone users in Africa to access modern TV and on-demand video services. “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.”
The move signals MTN’s bold entry into the fast-growing African streaming market, where global players have yet to fully penetrate local preferences and infrastructure challenges. With this initiative, both companies aim to democratize access to premium content and contribute meaningfully to the development of Africa’s digital ecosystem.