MTN has launched MTN One TV, a new streaming platform designed to compete with established services like Netflix, as Africa's pay-TV market undergoes significant changes. The launch comes as MultiChoice removes seven channels from its premium DStv package, reflecting a broader shift toward flexible streaming options among consumers.
MTN Returns to Streaming After Nine-Year Hiatus
Nine years after shutting down its VU streaming platform, MTN has re-entered the entertainment space with MTN One TV. The company announced the platform in June as part of its strategy to expand digital entertainment access across Africa, according to a report by MyBroadband.
Unlike traditional subscription-only services, MTN One TV offers multiple viewing and payment models, including free-to-view content, advertising-supported streaming, pay-as-you-watch options, and subscription packages. The platform will feature local African storytelling, live television channels, international programming, and on-demand content.
Learning from Past Mistakes
MTN's previous streaming venture, FrontRow, launched in 2014 and was rebranded as MTN VU in 2015. That platform offered Netflix-style subscriptions alongside movie rentals, which confused customers who expected newly advertised films to be included in their subscriptions.
MTN now says One TV has been developed for a significantly different digital environment, shaped by higher smartphone adoption, improved mobile networks, and more established digital payment systems. The platform will be part of a broader digital ecosystem connecting content, connectivity, payments, and digital services.
Flexible Payments to Drive Growth
A key feature of MTN One TV is flexible access to content. Depending on the market, customers may pay using airtime, Mobile Money, or other locally supported payment methods. MTN believes this approach could reduce barriers that prevent African consumers from accessing paid digital entertainment.
The company said the platform would also create opportunities for content creators, broadcasters, advertisers, and digital partners to reach wider audiences and monetise their content. “Introduced in line with MTN’s Ambition 2030 strategy, MTN One TV brings together local storytelling, live channels, international programming, and market-specific viewing options,” the company said.
Adapting to Changing Consumer Behaviour
MTN said consumer behaviour has changed considerably since its previous streaming service. More consumers now watch entertainment primarily through smartphones, while demand for both local and international programming continues to rise. Viewers increasingly want greater flexibility, convenience, and choice in how they discover, access, and pay for content.
MTN One TV will be rolled out progressively across its markets through a phased approach. Over time, MTN plans to combine video capabilities, content partnerships, and customer experiences under the One TV brand.
MultiChoice Faces Pressure from Streaming Competition
The MTN streaming launch comes at a significant moment for Africa's entertainment industry. MultiChoice is removing seven channels from its DStv Premium package as it responds to changing viewing habits and competition from streaming platforms. With consumers gaining access to more digital entertainment options, traditional pay-TV operators face growing pressure to demonstrate value.
MTN's One TV launch adds another major player to the increasingly crowded market. For MTN, the goal is not simply to build another Netflix-style platform but to integrate One TV within its wider African digital ecosystem, using its mobile network, payment infrastructure, and customer base to gain an advantage.
If that strategy succeeds, MTN One TV could become a significant new force in Africa's fast-changing streaming market.
