By Ayanda Dlamini
MTN Eswatini has launched MTN ContentHub, a digital platform designed to empower local content creators by providing a structured way to commercialise their work and earn sustainable income.
The subscription-based platform, accessible at https://eswatinicontenthub.com/, will host locally produced video and audio content, offering Emaswati audiences a centralized hub to discover and consume homegrown material across multiple categories.
This was revealed by MTN Eswatini’s Digital Manager, Alex Lushaba, during the launch at Mahlalekhukwini House.
He said MTN ContentHub aims to address a long-standing challenge in Eswatini’s creative industry, namely the lack of viable monetization channels for local producers.
While many creators produce high-quality educational, entertainment, and lifestyle content, limited distribution and revenue opportunities have often constrained growth and sustainability. “The platform will serve as a digital library featuring podcasts, short video clips, and audio content. Customers visiting the site will land on a home screen that displays a catalog of available content, complete with preview features to help them explore channels before subscribing.”
Content categories will include Education, Health, Sports, Business, Entertainment, and Lifestyle, ensuring a diverse offering for a broad audience. To access full content, customers will subscribe to individual channels on a daily, weekly, or monthly basis. Subscriptions are currently paid via airtime, with mobile money payments to be introduced later to improve convenience and accessibility.
Once subscribed, users will have unlimited access to content in their selected channel for the entire duration of their subscription.
“For content creators, the financial model is designed to deliver meaningful returns. Creators will receive 33 percent of every subscription fee generated by their channels, with earnings deposited directly into their mobile money accounts.”
“The more subscribers a creator attracts, the more consistent revenue they can generate from local audiences,” he said.
In addition, MTN has announced that starting in September 2026, creators will benefit from additional advertising revenue opportunities through ads integrated into platform content.
With the launch of MTN ContentHub, MTN Eswatini is positioning itself not only as a telecommunications provider but also as a digital enabler, supporting the growth of Eswatini’s creative economy and providing consumers with easier access to authentic, locally produced content.