MTN to launch a streaming service to rival Netflix and Showmax

MTN Group has announced plans to develop a new streaming video platform that may compete with established services like Netflix and MultiChoice Group-owned Showmax.

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The telecommunications giant stated that the platform will be built in partnership with Synamedia, a video software provider. The service will be targeted at mobile and fixed broadband subscribers across the African continent.

According to MTN’s statement on Monday, this collaboration aims to enhance digital content accessibility and offer a diverse range of viewing options to meet the evolving preferences of audiences throughout Africa.

The company elaborated that the platform will leverage Synamedia’s advanced, cloud-based technologies to deliver both traditional linear television channels and on-demand video content. The platform will also incorporate various monetization strategies, including subscription fees, advertising-supported content, and free streaming channels with targeted advertising.

MTN emphasized that each market where the media platform is introduced will “benefit from a curated content strategy, thoughtfully adapted to local cultures, languages and viewing habits – ensuring deep relevance and strong audience resonance across the continent”.

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Synamedia CEO Paul Segre commented in the statement: “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 ground-breaking set of offerings for customers and viewers that will drive new revenues.”

Before joining Synamedia, Segre was CEO of Genesys for twelve years. During this time, in 2012, he led the US$1.6 billion spin-out of Genesys from Alcatel-Lucent (now Nokia), backed by the Permira Funds. He then oversaw the acquisition of 1  sixteen businesses, scaling Genesys into one of the world’s ten largest privately held software companies, according to Synamedia’s website.

As of now, neither Synamedia nor MTN has disclosed specific details regarding the content that will be available on the platform, the anticipated commercial launch date, or the pricing structure. However, MTN is scheduled to host a media day on Tuesday with group CEO Ralph Mupita, where it is anticipated that further information about the partnership will be shared with the public.