One of Africa’s leading telecommunications providers, MTN Group, has entered a strategic partnership with UK-based video software firm Synamedia to create a new streaming platform for mobile and fixed broadband users across the continent.

The collaboration aims to enhance digital content accessibility and meet the changing preferences of African audiences.

MTN Group’s Chief Commercial Officer, Selorm Adadevoh, expressed confidence in the venture, stating, “We see a unique opportunity to transform video consumption in Africa with high-quality, accessible, and relevant content. This partnership allows us to leverage advanced technology and valuable customer insights to improve entertainment experiences and promote digital inclusion.

The new platform will see MTN directly competing with major players in the streaming market, including Netflix, Showmax, MultiChoice, and Prime Video.

Utilising Synamedia’s cloud-based technologies, the service will offer both linear television and on-demand video content. It will also feature diverse monetisation options such as subscriptions, ad-supported content, and free streaming channels with targeted advertising.

The platform will focus on delivering content that is locally relevant, with each market receiving programming tailored to local languages, cultures, and viewing preferences.

CEO of Synamedia, Paul Segre, highlighted the significance of the partnership: “Thanks to MTN’s leadership, smartphone users across Africa will soon be able to enjoy innovative TV and on-demand video. By using our integrated, cloud-based technologies, MTN will be able to deploy services at scale, creating groundbreaking offerings that drive new revenue opportunities.”