MTN Launches One TV Streaming Service to Compete with Netflix in South Africa

MTN (MTN) has announced the launch of its new MTN One TV streaming service in South Africa, positioning itself to compete with established providers like Netflix (NFLX), Disney+, and Amazon Prime Video (AMZN) in an increasingly competitive market.

The service officially launched on 8 June 2026 in South Africa, Nigeria, Zambia, and Ghana, with plans to expand to other regions across the African continent. Alongside free-to-view video content, One TV offers subscription packages up to R30 per month, allowing access to more content.

In South Africa, the service is currently only available to people with a valid MTN phone number, which they will need to use when signing up.

Strategic Rationale

In a statement released alongside the service's launch, MTN said One TV aimed to make digital video content more relevant and accessible for African markets. As part of the company's Ambition 2030 strategy, the launch aims to create new opportunities for locally produced African video content.

MTN Group Chief Commercial, Strategy and Transformation Officer Selorm Adadevoh said entertainment was becoming an integral facet of digital participation in Africa. "Through MTN One TV, we are leveraging the scale of our connectivity, fintech, and digital capabilities to make relevant content more accessible. We aim to create new opportunities for Africa's creative and digital economies."

Data Consumption Strategy

In an interview with BusinessDayTV, business writer Mudiwa Gavaza described the move as a way for MTN to add more value to its existing services. "One of the biggest things that MTN has been trying to do is increase data consumption. Voice is coming down, and SMS is coming down. They need to find ways to increase data usage. Video tends to be one of the biggest things that consumes data."

The rollout of One TV across the continent will take a phased approach, according to MTN, reflecting local market needs, existing services, and partnership opportunities.

South Africa's Streaming Market Context

The launch of MTN One TV comes amid increased competition and volatility in South Africa's video streaming sector. In April 2026, MultiChoice shut down its Showmax streaming service, which launched in 2015 and at one point became the largest streaming service on the continent. With its closure, the market became almost entirely dominated by international players such as Netflix, Disney+, and Amazon Prime Video.

The launch of One TV thus seeks to re-establish an African-centred presence within the continent's streaming market to fill the gap left by Showmax's discontinuation.

"They say that they're not competing with the likes of Netflix, but it does come at a time when Showmax has just come out of the market," Gavaza said. "People are looking for some of that cheaper entertainment, because we exist in a market that has a lot of free content."

Previous Telecom Streaming Attempts

The launch of One TV is not the first time a South African telecoms company has attempted to enter the streaming market. Cell C launched its video streaming and entertainment service, Black, in November 2017, offering video streaming, music streaming, concert tickets, and sports betting. The service was shuttered just two years later after struggling to compete against more established services.

MTN previously made a foray into the music streaming market through the launch of its MusicTime service in 2018, where users bought listening time rather than paying a monthly subscription. This app was sunset in 2021, with the service migrated to MTN's Ayoba "super app," which has now also been shut down as of March 2026.

Market Sentiment: 

The sentiment is cautiously optimistic but tempered by the lessons of previous failed attempts. MTN's One TV launch is strategically sound — leveraging the company's massive mobile subscriber base to drive data consumption and create a new revenue stream. The focus on locally produced African content addresses a clear gap in the market following Showmax's closure, and the R30/month price point is accessible for a broad audience. However, the streaming market is notoriously difficult to penetrate, with established players like Netflix and Disney+ having deep pockets and global content libraries. MTN's previous failures (MusicTime, Ayoba) and Cell C's Black shutdown serve as cautionary tales. The key differentiator for MTN is its existing customer base and billing relationships — it can bundle One TV with mobile plans, potentially driving adoption faster than standalone services. The free tier is a smart customer acquisition tool, allowing users to try before subscribing. For MTN, this is less about directly competing with Netflix and more about retaining customers, increasing data consumption, and building a digital ecosystem. Rising gasoline prices and inflation could pressure consumer spending, making the affordable R30/month subscription more attractive relative to pricier alternatives. The phased rollout allows MTN to test and adapt the service to local market conditions. The success of One TV will depend on content quality, user experience, and whether MTN can attract and retain local content creators. The company's scale and distribution advantages give it a fighting chance, but the streaming graveyard is littered with well-funded failures. For investors, One TV is a low-risk, high-potential initiative — the capex is modest, and even moderate success would meaningfully boost data consumption and customer loyalty. The next 12 - 18 months will be critical to determine whether MTN has cracked the streaming puzzle or whether this becomes another cautionary tale.

Disclaimer:
This content has been generated using AI technology and is intended for informational purposes only. While efforts have been made to ensure accuracy and relevance, this text should not be considered professional advice or an official statement. Always verify information from authoritative sources before making any decisions. This is not financial advice.