MTN Group is broadening its digital solutions for Africa while expanding access to digital entertainment across the continent through the launch of MTN One TV.
Africa's largest telecoms provider today announced it has begun rolling out MTN One TV, a new entertainment proposition designed to make digital video content more accessible and relevant to customers across African markets.
The move comes as MTN Group scales its digital platforms across three main customer ecosystems: consumers, homes and businesses, leveraging cloud infrastructure and AI to drive financial and digital inclusion.
Announcing the MTN One TV rollout today, the telco said the introduction of the new offering is in line with its Ambition 2030 strategy.
The Ambition 2030 framework aims to transition the company from a traditional telecommunications operator into a leading pan-African digital operator.
The launch of One TV comes as PwC analysis suggests Africa's streaming market is experiencing strong growth, driven by improved mobile connectivity, 5G adoption and a strategic pivot towards ad-supported models and locally produced content.
According to PwC, major markets including South Africa, Nigeria and Kenya are seeing high growth rates as millions of users shift away from traditional broadcast TV.
Regarding One TV, MTN said it brings together local storytelling, live channels, international programming and market-specific viewing options tailored to how customers across the continent access and pay for digital entertainment.
It explained: "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.
"Depending on local availability, customers may also be able to pay through airtime, Mobile Money and other locally supported payment methods, helping to reduce common barriers to streaming access."
Beyond enhancing customer experiences, the company said MTN One TV creates new opportunities for African creators, broadcasters, advertisers and ecosystem partners by helping connect content to wider audiences through MTN's scale across connectivity, payments and digital services.
"By bringing together a broad mix of content experiences under a single proposition, MTN aims to support greater content discovery, broader audience reach and sustainable growth across Africa's digital entertainment ecosystem," the company said.
The telco said that, anchored in MTN's strategic platforms of connectivity, fintech and digital infrastructure, MTN One TV forms part of the group's broader ambition to build digital experiences that create value for customers while enabling participation and growth across Africa's digital economy.
Selorm Adadevoh, chief commercial officer of MTN Group, commented: "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."
The telco cautioned that MTN One TV is being introduced progressively across MTN markets through a phased rollout approach that reflects local market needs, existing services and partnership opportunities.
"Over time, MTN will bring together a combination of video capabilities, content partnerships and customer experiences under the MTN One TV brand to create a more consistent and scalable entertainment proposition across its footprint," the company said.
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