MTN TV App
Local Content Discovery & Low-Bandwidth Mobile Streaming
Overview & Core Problem
Ugandan users struggled to access local entertainment (Ugandan drama, local news, sports, and music) on mainstream streaming platforms, which prioritize foreign media, consume heavy data, and feature cluttered interfaces. MTN needed a localized streaming ecosystem (powered by AfroMobile) that prioritized home-grown Ugandan content first while remaining fast and affordable on 3G networks.
Core Objective: Establish MTN TV as the primary digital home for local Ugandan media and content creators.
Primary Bottleneck: Fragmented local media distribution and heavy video feeds led to high data burn and poor content discovery for local audiences.
Hypothesis & Strategic Pivot
I hypothesized that if we designed a "Uganda-First" content architecture—featuring dedicated local media shelves and low-bandwidth preview cards—users would find local creators faster, increase daily streaming time, and consume less mobile data.
Uganda-First Discovery: Built smart content shelves that elevate local channels, local language shows, news, and Ugandan music above international media.
Data-Conscious UI: Optimized video metadata cards and thumbnails to minimize background data consumption before media playback starts.
Streamlined Playback: Designed intuitive, low-tap controls tailored for live TV channel switching and on-demand local shows on mobile screens.
What I Measured & Key Takeaways
To evaluate success, I tracked local content engagement, daily active user (DAU) retention, and viewing consistency within six weeks of launch.
Measurable Outcomes:
User Growth: Reached 147,745 Monthly Active Users (MAU) and 18,093 Daily Active Users (DAU), with +71.1% DAU growth.
Content Performance: Local music, local drama, and national news were the top-performing genres, driving 29,398 peak simultaneous views during major events.
Retention & Habit Building: Achieved a +359.7% boost in DAU consistency, demoving that hyper-local content drives strong daily viewing habits.nstrat
Key Learnings:
Local relevance is a massive acquisition loop—users choose streaming tools that reflect their culture and language over generic global platforms.
Optimizing for data efficiency removes the main barrier preventing users from supporting local creators on mobile.
What We Shipped
Uganda-Centric Content Hub: Integrated 60+ live channels, local TV shows, Ugandan music videos, and regional radio streams into a single app.
Smart Content Shelves: Contextual, lightweight carousels that spotlight trending Ugandan creators and live broadcasts without consuming heavy data.
Low-Data Playback Controls: Intuitive video controls designed for low-latency streaming and quick channel switching on variable 3G/4G networks.
Audience growth
147,745
Monthly Active Users
+71.1%
Daily active user growth
Average Daily Active Users
18,093
18%
over the past 30 days
MTN TV continues to expand its active audience, with strong growth in daily and monthly engagement.
Music · Drama · News
Top-performing genres
Content engagement.
29,398
Highest views
+359.7%
Improvement in DAU consistency
Music, drama and news lead viewing, with standout content driving stronger consistency and audience interaction.
What We Shipped
One platform. More ways to watch.
Uganda-Centric Content Hub: Integrated 60+ live channels, local TV shows, Ugandan music videos, and regional radio streams into a single app.
Smart Content Shelves: Contextual, lightweight carousels that spotlight trending Ugandan creators and live broadcasts without consuming heavy data.
Low-Data Playback Controls: Intuitive video controls designed for low-latency streaming and quick channel switching on variable 3G/4G networks.
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Overview & Core Problem
Ugandan users struggled to access local entertainment (Ugandan drama, local news, sports, and music) on mainstream streaming platforms, which prioritize foreign media, consume heavy data, and feature cluttered interfaces.
MTN needed a localized streaming ecosystem (powered by AfroMobile) that prioritized home-grown Ugandan content first while remaining fast and affordable on 3G networks.
Core Objective: Establish MTN TV as the primary digital home for local Ugandan media and content creators.
Primary Bottleneck: Fragmented local media distribution and heavy video feeds led to high data burn and poor content discovery for local audiences.
Hypothesis
I hypothesized that if we designed a "Uganda-First" content architecture featuring dedicated local media shelves and low-bandwidth preview cards—users would find local creators faster, increase daily streaming time, and consume less mobile data.
Uganda-First Discovery: Built smart content shelves that elevate local channels, local language shows, news, and Ugandan music above international media.
Data-Conscious UI: Optimized video metadata cards and thumbnails to minimize background data consumption before media playback starts.
Streamlined Playback: Designed intuitive, low-tap controls tailored for live TV channel switching and on-demand local shows on mobile screens.
Entertainment
on
Demand
What I Measured & Key Takeaways
To evaluate success, I tracked local content engagement, daily active user (DAU) retention, and viewing consistency within six weeks of launch.
Measurable Outcomes:
User Growth: Reached 147,745 Monthly Active Users (MAU) and 18,093 Daily Active Users (DAU)(+71.1% DAU growth).
Content Performance: Local music, local drama, and national news became the top-performing genres, driving 29,398 peak simultaneous views during major events.
Retention & Habit Building: Achieved a +359.7% boost in DAU consistency, proving that hyper-local content drives strong daily viewing habits.
Key Learnings:
Local relevance is a massive acquisition loop—users choose streaming tools that reflect their culture and language over generic global platforms.
Optimizing for data efficiency removes the main barrier preventing users from supporting local creators on mobile.
To evaluate success, I tracked local content engagement, daily active user (DAU) retention, and viewing consistency within six weeks of launch.
Measurable Outcomes:
User Growth: Reached 147,745 Monthly Active Users (MAU) and 18,093 Daily Active Users (DAU)(+71.1% DAU growth).
Content Performance: Local music, local drama, and national news became the top-performing genres, driving 29,398 peak simultaneous views during major events.
Retention & Habit Building: Achieved a +359.7% boost in DAU consistency, proving that hyper-local content drives strong daily viewing habits.
Key Learnings:
Local relevance is a massive acquisition loop—users choose streaming tools that reflect their culture and language over generic global platforms.
Optimizing for data efficiency removes the main barrier preventing users from supporting local creators on mobile.
Audience growth
147,745
Monthly Active Users
+71.1%
Daily active user growth
Average Daily Active Users
18,093
18%
over the past 30 days
Audience growth
147,745
Monthly Active Users
+71.1%
Daily active user growth
Average Daily Active Users
18,093
18%
over the past 30 days
MTN TV continues to expand its active audience, with strong growth in daily and monthly engagement.
Music · Drama · News
Top-performing genres
Content engagement.
29,398
Highest views
+359.7%
Improvement in DAU consistency
Music · Drama · News
Top-performing genres
Content engagement.
29,398
Highest views
+359.7%
Improvement in DAU consistency
Music, drama and news lead viewing, with standout content driving stronger consistency and audience interaction.
What We Shipped
One platform. More ways to watch.
Uganda-Centric Content Hub: Integrated 60+ live channels, local TV shows, Ugandan music videos, and regional radio streams into a single app.
Smart Content Shelves: Contextual, lightweight carousels that spotlight trending Ugandan creators and live broadcasts without consuming heavy data.
Low-Data Playback Controls: Intuitive video controls designed for low-latency streaming and quick channel switching on variable 3G/4G networks.
waymakandrew@gmail.com
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