MTN bets 307M subscribers on streaming comeback

MTN Group is betting its vast base of 307.2 million subscribers on a streaming comeback with the launch of MTN One TV, a new video platform that the telecom giant hopes will help it capture a larger share of Africa’s growing digital entertainment market nearly a decade after its first streaming venture failed to gain traction.

The launch signals a strategic shift by Africa’s largest telecommunications company as it seeks to deepen customer engagement beyond traditional voice and data services and unlock new revenue streams from content, advertising, and digital services.

In a statement on Monday, MTN said MTN One TV will combine live television, local productions, and international programming under a flexible business model that includes free-to-view content, advertising-supported viewing, pay-per-view options, and subscription packages depending on market conditions.

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The service will be rolled out gradually across MTN’s operations in 16 African countries, potentially giving it immediate access to the group’s 307.2 million subscribers reported at the end of 2025.

Industry analysts view the launch as one of MTN’s most significant digital bets under its Ambition 2030 strategy, which seeks to transform the company from a traditional telecom operator into a broader technology and digital services provider.

The platform is designed to address some of the biggest obstacles that have historically limited streaming adoption across Africa, including expensive subscription models, limited access to international payment cards, and unreliable payment systems.

MTN said customers will be able to access content through payment options tailored to local markets, including airtime deductions, Mobile Money wallets, and other locally supported payment methods.

“The proposition is designed to give customers greater choice in how they watch content, with viewing models that may vary by market and can include free-to-view content, advertising-funded experiences, pay-as-you-watch access, and subscription offerings,” the company said.

The move reflects a broader trend across Africa’s telecommunications sector, where operators are increasingly expanding into digital ecosystems that combine connectivity, payments, entertainment, and commerce.

For MTN, the opportunity is significant.

While mobile penetration continues to rise across Africa, average revenue per user from traditional telecom services remains under pressure. This has forced operators to search for new growth engines beyond voice and data services.

Video streaming represents one of the continent’s fastest-growing digital segments, driven by rising smartphone adoption, expanding 4G and 5G coverage, and increasing demand for local content.

“Entertainment is increasingly becoming an important gateway to digital participation. Through MTN One TV, we are leveraging the scale of our connectivity, fintech, and digital capabilities to make relevant content more accessible while creating new opportunities for Africa’s creative and digital economies. This is aligned with our ambition to deliver digital solutions for Africa’s progress,” said Selorm Adadevoh, MTN Group chief commercial, strategy and transformation officer.

The launch also comes at a time of significant changes in Africa’s streaming landscape.

The closure of Showmax earlier this year and MultiChoice’s increased focus on DStv Stream have reshaped competition within the continent’s online video market, creating opportunities for telecom operators with extensive distribution networks and embedded payment systems.

Unlike standalone streaming companies that depend on separate subscription relationships, MTN can bundle entertainment services directly with data plans, mobile money services, and customer accounts, potentially lowering customer acquisition costs.

The initiative builds on MTN’s partnership with video technology company Synamedia announced in April 2025 to develop a streaming platform initially targeted at Nigeria before expanding across the company’s wider African footprint.

However, MTN’s history in digital entertainment suggests that success is far from guaranteed.

The company first entered the video streaming market in 2014 with FrontRow, a South Africa-focused video-on-demand service later rebranded as VU. The platform offered movies and television shows through subscription and rental models but struggled against global rivals such as Netflix and regional competitors including Showmax.

Despite reducing monthly subscription prices significantly, the service failed to achieve meaningful scale and was discontinued in 2017.

MTN later found modest success with MusicTime, its music streaming platform, but never managed to establish a comparable presence in video entertainment.

However, the market conditions today differ significantly from those that existed during FrontRow’s era.

Smartphone penetration has increased substantially across Africa, mobile money ecosystems have matured, and demand for locally produced content has grown rapidly.

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More importantly, telecom operators now possess richer customer data, stronger billing relationships, and better digital infrastructure than they did a decade ago.

Yet major challenges remain.

Content licensing costs continue to rise, broadband penetration remains uneven across many African markets, and consumer spending power remains constrained by inflation and economic pressures in several countries.

The success of MTN One TV will therefore depend not only on its ability to distribute content but also on whether it can offer compelling local programming, affordable pricing, and seamless payment experiences that resonate with diverse audiences across the continent.

For MTN, the launch represents more than another streaming service. It is a test of whether Africa’s telecom giants can successfully evolve into digital platform companies capable of monetising entertainment, fintech, and content ecosystems at scale.