Africa’s over-the-top (OTT) video market is on the brink of explosive growth, with projections showing a 50% increase in subscribers by 2026, reaching nearly 709 million users. This surge is driven by the rapid expansion of mobile internet access, which has become far more affordable and widespread than fixed broadband in most African countries. Telecom operators, once just carriers of data, are now positioning themselves as full-fledged entertainment providers.
Mobile Internet as the Primary Growth Engine
The growth of OTT video consumption is closely tied to mobile connectivity. According to research by international analytics firm Dataxis, the accessibility of mobile data packages is enabling millions of users to stream content for the first time. With mobile-first habits dominating the African digital landscape, streaming platforms are optimizing their services for smartphones, ensuring smooth playback even on limited bandwidth.
Telecom Operators Enter the Streaming Market
Recognizing this demand, major telecom providers like MTN, Airtel, Globacom, and Orange are launching their own video streaming platforms. These services combine live TV, on-demand video, and data bundles in a single package, allowing users to pay once for both connectivity and entertainment. This integrated model is proving attractive, particularly in regions where consumers are cost-conscious and prefer bundled solutions.
Market Share of Mobile Platforms
By 2021, mobile operators’ streaming platforms accounted for 26% of OTT and subscription video-on-demand (SVoD) users in sub-Saharan Africa. This share is expected to rise as more telcos launch their apps and expand content libraries with international and local programming.
Table: Key Mobile Streaming Initiatives in Africa
| Operator | Service / Platform | Content Highlights |
| MTN | Showmax, Wi-Flix, Kiwi (partnered) | Movies, series, news, music |
| Airtel | Airtel TV | Live TV, Nollywood, music |
| Globacom | Glo TV | TV channels, streaming shows |
| Orange | Orange TV | Local + global content |
| Safaricom | Baze | Regional short videos |
| Vodacom | Netflix, Showmax (partnered) | Premium international titles |
Content Aggregation and Partnerships
Rather than competing head-to-head with global giants like Netflix and Amazon Prime Video, many African telcos are aggregating these platforms into their ecosystems. Vodafone, for example, partners with StarNews, Moov, and Orange to deliver curated video offerings. Vodacom has agreements with Netflix, Showmax, and Amazon Prime Video, allowing users to subscribe directly through their mobile accounts.
Localized Content Strategy
African streaming platforms are investing in content that reflects local languages, cultures, and storytelling traditions. Safaricom’s Baze platform focuses on short-format regional videos, while MTN partners with Cote Ouest Audiovisuel to deliver content tailored to West African audiences. This localization is key to winning over users who want to see their own realities on screen.
Data-Friendly Solutions for Emerging Markets
One of the biggest challenges for OTT platforms is data cost. Many operators are responding by offering zero-rated streaming, data discounts, or adaptive bitrate streaming that automatically lowers resolution to save data without interrupting the viewing experience. This makes streaming more accessible for lower-income users and those in rural areas.
Growth of Mobile Internet Subscriptions
Between 2020 and 2021 alone, mobile internet subscriptions in Africa grew by around 8%, a figure that continues to climb year over year. This steady increase creates a larger addressable market for OTT services, as more people gain reliable internet access through smartphones. By 2026, this user base is projected to reach approximately 709 million, forming one of the world’s fastest-growing streaming audiences.
Role of Affordable Smartphones
Another factor driving OTT growth is the falling price of smartphones. Affordable Android devices are now widely available, even in rural regions. This democratization of access allows users who previously relied solely on radio or free-to-air TV to explore on-demand entertainment, educational content, and live sports on their phones.
Telcos as End-to-End Entertainment Providers
Telecommunication companies are no longer just selling voice minutes and data plans; they are becoming entertainment hubs. Many are now offering combined packages that include unlimited streaming for select platforms, family plans, and pay-per-view events. This vertical integration increases customer loyalty while generating new revenue streams for telcos.
Competitive Landscape and Global Players
While Netflix, Amazon Prime Video, and Disney+ have entered select African markets, they face challenges such as pricing sensitivity and the need for localized content. This leaves room for homegrown services to thrive by offering regional programming at lower prices. African telcos are leveraging this gap to become the “gateway” for international content, often offering one-click billing to simplify payment.
Challenges to Widespread Adoption
Despite the momentum, challenges remain. Internet blackouts, electricity outages, and high data costs in some areas can disrupt access. Moreover, competition between telcos can fragment the market, making it difficult for a single platform to dominate. However, experts suggest that collaboration — through content-sharing partnerships and industry alliances — could smooth out these obstacles.
Opportunities for Content Creators
The rise of OTT platforms represents a major opportunity for African filmmakers, animators, and independent studios. Demand for local content is at an all-time high, and telcos are increasingly commissioning original series and short films to differentiate their services. This trend could lead to more jobs in media production and a boost for Africa’s creative economy.
Outlook for 2026 and Beyond
If current growth rates continue, Africa could emerge as a global leader in mobile-first streaming consumption. With hundreds of millions of new users coming online and a competitive ecosystem of telco-backed platforms, the continent’s digital future looks promising. Investment in infrastructure, affordable data, and local content will be critical to unlocking the full potential of this market.