The integration of the application on mobile terminals, tablets, and smart TVs follows a progressive schedule, backed by locally negotiated broadcasting rights agreements. This initiative is part of the guidelines of the "Ambition 2030" development plan, which aims to free the operator from dependence on traditional telephone revenue by monetizing unified digital ecosystems.

The financial engineering of the project is based on lifting traditional banking barriers through the coupling of billing with mobile payment solutions. Users access live streams and catalogs of local or international productions via electronic money wallet deductions or communication credit debits. The flexible pricing combines free viewing financed by advertising, unit content sales, and periodic subscription formulas. Selorm Adadevoh, General Manager in charge of Trade and Transformation, notes that the monetization of connectivity and technological finance tools offers a direct distribution outlet for African creative industries.

The new entrant is part of a rapidly expanding economic segment but is saturated by a plethora of offerings. Sectoral projections estimate the valuation of the African video-on-demand market by subscription to be $4.94 billion by 2031, compared to an estimated $3.04 billion in 2025, showing an average annual growth rate of 8.42%. The intensity of competition is materialized by the presence of 560 operational platforms on the continent. American giant Netflix has maintained a global network since its establishment in 2016, followed by Prime Video, while Disney+'s presence remains limited to 13 national markets. The closure of local operator Showmax by its parent company last March frees up a market space that MTN intends to fill with its mobile phone distribution network.


BCN