MTN has just upped the ante in the developing war with rival video-on-demand (VOD) operators by announcing that it will zero-rate data usage for those streaming content on its FrontRow service.

The VOD market in South Africa has become incredibly competitive in recent months, even before Netflix — which is expected to launch in South Africa in 2016 — arrives.

First, Times Media Group launched Vidi, and it was followed by MTN with FrontRow and Naspers with ShowMax, with Hong Kong-based PCCW Global set to launch a service in the local market next week.

MTN’s decision to zero-rate data usage means the operator’s customers can watch video content streamed over its network without incurring any data costs, it said.

FrontRow offers 2 300 hours of content, including popular shows such as The Office, Sherlock, 30 Rock and Mad Men, along with movies, music videos, children’s programming and documentaries.

“The decision to zero-rate data usage on FrontRow is part of our strategic intent of offering a distinct customer experience and enhancing our current VOD services,” said MTN South Africa sales and marketing executive Larry Annetts in a media statement.

“The high data costs are a major barrier for entry for consumers into the VOD space. We believe that this proposition will enable hard-pressed consumers to access the latest movies and TV series without having to worry about bill shock.”

The move comes after MTN reduced the price of a FrontRow subscription to R119/month.