Umair Masoom Usmani is redefining digital entertainment through myco, introducing a viewer economy that empowers audiences and creators while reshaping streaming, content ownership, and monetization across global markets.
Imran Malik – Sharjah News – December 18, 2025
In an era where global streaming platforms compete for attention but rarely for empowerment, Umair Masoom Usmani is building something fundamentally different. As Founder and Managing Director of myco, he is leading a quiet but consequential shift in digital entertainment, one that places viewers and creators, not algorithms, at the center of value creation.
Usmani is the mind behind what he calls the viewer economy, a model that rewards audiences for engagement while giving creators ownership, fair monetization, and access to decentralized funding. It is a philosophy born not out of theory, but from decades of hands-on leadership across media, finance, sports broadcasting, and global conglomerates.
From Legacy Systems to Disruption
Before founding myco in 2021, Usmani’s career read like a blueprint of the very industries he would later disrupt. He held senior leadership roles at Gargash Group, where he centralized marketing across one of the UAE’s most diversified business portfolios, and at Daman Investments, PTV, BOL Network, A-Plus Entertainment, Burj Bank, and Faysal Bank. Earlier still, he was part of the launch team for HBO in Pakistan, gaining firsthand exposure to global content economics.
Yet it was his early entrepreneurial venture—Cricket Junoonis, Pakistan’s officially endorsed cricket fan platform—that foreshadowed his future direction. Long before “fan economy” became an industry term, Usmani was already building communities, monetizing engagement, and blending content with live experiences.
Each role sharpened a single realization: the traditional media and streaming models were structurally unfair—to creators, to viewers, and ultimately to innovation itself.
Myco is the fastest growing video streaming platform in the MENA and South Asian region, bringing millions of viewers closer to the content they love, from live sports to premium entertainment, originals, and beyond.
With over 40 million registered users and reaching over 50+ million users through its network, Myco has rapidly emerged as one of the region’s most influential media ecosystems, uniting TV, digital, and live streaming in one powerful platform.
As a long-term rights holder for some of the world’s most prestigious sporting events, including the ICC events, English Premier League, various cricket leagues, Wimbledon, PSA (Squash events) to name a few Myco delivers world-class sports coverage alongside a diverse library of entertainment, news, and creator-driven content.
Accessible across web, Android, iOS, Huawei AppGallery, Samsung TV, and Android TV, Myco is redefining how audiences across Pakistan, MENA, and the global diaspora experience content.
Our vision is simple, to become the region’s most trusted destination for premium video streaming, powered by innovation, partnerships, and audience loyalty.
Web3 technology serves as an enabler within our ecosystem, enhancing fan engagement and reward-driven experiences, while our core mission remains focused on scale, storytelling, and sustainable growth, giving “Power to the Viewer.”
