By Imran Malik – MediaBites l SharjahNews
In a rapidly evolving global streaming industry, Umair Masoom Usmani is emerging as a defining force reshaping how digital content is consumed and monetised. As Founder and Managing Director of myco, he is championing the concept of the viewer economy, a model designed to empower audiences and creators alike.
My first encounter with Umair dates back to his days at Pakistan Television (PTV). At the time, he was a close companion of the Head of Sales and widely regarded within the organisation as the main force behind PTV’s sales team. It was a brief interaction in Lahore, but even then, his influence within the system was evident.
The second meeting came years later at the Sarhad Hotel, Lahore, shortly after he joined BOL TV. This time, Umair appeared noticeably more refined, sharper, and far more composed. The “Masoom” in his name felt almost ironic, as he had clearly evolved into a confident and highly competent media strategist, deeply aware of the power structures of broadcast media.
Founded in 2021, myco (formerly MContent) has since grown into the world’s first fully functional, vertically integrated Web3 streaming platform. Today, it serves 20 million users, including 7 million monthly active users, hosts more than 3 million videos, and offers 20,000+ premium licensed watch-hours in English, Arabic, and Urdu. The platform has streamed 100+ live sports events, generates over $8 million in annualised revenue, and has raised more than $20 million from global investors.
In early 2023, while I was in Dubai, I had the opportunity to meet Umair again, this time at the myco office in Dubai Media City. The office itself felt calm and slow-paced, but there was a distinct sense that a storm was quietly building behind the walls. I still remember his warm hospitality, his measured tone, and the clarity with which he spoke about the future. This was a more visionary Umair Masoom, firmly in founder mode.
Unlike traditional streaming platforms, myco rewards viewers for engagement while offering creators higher monetization, easier access to funding, and fewer barriers to entry. To date, the platform has funded over 200 original productions, largely by emerging filmmakers. By 2027, myco plans to move its entire video infrastructure on-chain, strengthening its decentralized ecosystem.
Before launching myco, Usmani built a diverse career across media, banking, sports broadcasting, and corporate leadership, holding senior roles at Gargash Group, Daman Investments, PTV, BOL Network, A-Plus Entertainment, Burj Bank, and Faysal Bank, and serving on the HBO Pakistan launch team. He also founded Cricket Junoonis, Pakistan’s officially endorsed cricket fan platform, an early signal of his belief in community-led media.
Today, as Umair Masoom Usmani continues to rise and remains deeply occupied building myco’s next phase, I have yet to meet him again in his newest dimension, that of a global Web3 founder. But looking back, each encounter feels like a chapter in a story that was always heading here.
As streaming, sports, and live commerce converge, myco’s ascent signals a shift toward platforms built on ownership, participation, and community, placing Umair Masoom Usmani firmly among the architects of digital media’s next era.
