Africa-Press – Eswatini. MTN Eswatini has reached a major milestone in the digital economy with the official unveiling of the MTN Content Hub.
Held at the MTN HQ Training Room on February 13, 2026, the event brought together Eswatini’s most influential digital voices for an exclusive deep dive into a platform designed to turn local creativity into a sustainable commercial venture.
During the session, Digital Manager Alex Lushaba unpacked the core caoncept of the platform, noting that it is specifically “built to address key issues around local Eswatini content producers not having a way of commercializing content that they produce”. He highlighted the frustration many local talents face on international sites, stating, “Global platforms do not monetize Eswatini creators,” which results in creators who “generate views but earn little or nothing”.
The MTN Content Hub is a subscription-based solution built to house local video and audio content, including podcasts and short video clips. Lushaba emphasizes that this localized ecosystem ensures “money goes straight into the creator’s wallet”.
MTN Eswatini clarified that while the platform has been unveiled today, the official launch will take place once the hub is actively in use and clearly demonstrating that it benefits Emaswati by providing real economic value to the local creative community.
The unveiling saw a strong turnout from the creative community, including:
Sivu: Well-known TikTok star.
Banele WJLM: Eswatini’s biggest YouTuber.
Luleka Mdluli: Renowned content creator.
Street Talk: Renowned media personnel.
How it Works: From Loading to Earning
The platform is designed for ease of use for both creators and subscribers:
Creator Onboarding: The journey involves contacting MTN to indicate interest, providing a MoMo number and channel details, and receiving login credentials via SMS. Once logged in, content creators load their own content directly and start earning.
Diverse Categories: Content is organized into categories including Education, Health, Sports, Business, Entertainment, Lifestyle, Tourism, and Agriculture.
Seamless Monetization: Subscribers access the platform via eswatinicontenthub.com. Thulani Nhlabatsi, Digital Coordinator and VAS, confirms that the public subscribes using Airtime to watch and support their favorite creators, with Mobile Money integration to be added as a payment method later.
Subscription Options
The platform offers affordable pricing to cater to the Youth, Mass Segment, HVC, and Corporate markets:
Daily Access: SZL 3.00 (per channel).
Weekly Access: SZL 10.00 (per channel).
Monthly Access: SZL 20.00 (per channel).
The Strategic Roadmap
The unveiling also highlighted a strategic Go-To-Market (GTM) strategy focused on securing 15–30 quality creators for the initial launch. Following the initial version 1 rollout in March 2026, MTN plans to enable video ads for extra revenue by October 2026. Future updates in 2027 are set to include AI integration for instant video approvals and instant withdrawals for creators.
The MTN Content Hub stands as a testament to MTN’s commitment to digital innovation, placing local creators at the center of innovation, ownership, and opportunity.
