MTN Group Ltd. has begun a phased rollout of a new video entertainment platform, MTN One TV, as Africa’s largest mobile operator accelerates its expansion into digital services beyond traditional connectivity.
The offering, launched under its Ambition 2030 strategy, aggregates local storytelling, live television channels and international programming into a single platform tailored to Africa’s diverse markets, where affordability and access to payment systems continue to shape streaming adoption.
Viewing options will vary by country, ranging from free-to-view and advertising-supported content to pay-as-you-watch and subscription models. In a bid to lower barriers to entry, MTN will enable payments through airtime, mobile money and other locally supported methods in select markets, targeting millions of users outside the formal banking system.
The Johannesburg-based telecom operator is leveraging its scale across connectivity, fintech and digital infrastructure to compete with global streaming platforms such as Netflix Inc. and Amazon.com Inc., as well as regional broadcasters and pay-TV providers.
“Entertainment is increasingly becoming an important gateway to digital participation,” said Selorm Adadevoh, MTN Group’s Chief Commercial, Strategy and Transformation Officer. He said the platform is designed to expand access to relevant content while creating new opportunities for Africa’s creative and digital economy.
MTN One TV is also positioned as a distribution channel for creators, advertisers and broadcasters, helping improve content discovery and extend audience reach across the operator’s footprint.
The rollout will be gradual, with the company adapting its approach based on local market dynamics, regulatory environments and partnership opportunities. Over time, MTN plans to unify its video services and partnerships under the One TV brand to build a more scalable entertainment ecosystem.
The move underscores a broader shift among telecom operators toward bundling connectivity with digital services as traditional revenue streams mature. With rising smartphone penetration and expanding network coverage across Africa, MTN is betting that integrated entertainment offerings will help drive user engagement and unlock new growth avenues.