receiving, at a computer system, a specified transaction associated with accessing media content in a social networking system, wherein the specified transaction is for at least one of renting, sharing, or buying the media content from a first user of the social networking system by a second user of the social networking system wherein the second user is a connection of the first user in the social networking system;

validating, at the computer system, the specified transaction to generate a validated transaction;

in response to the validating, storing, by the computer system, the validated transaction as a specified block in a blockchain to be accessible by a content provider, wherein the blockchain includes a provider block that is indicative of a transaction between the content provider of the media content and the first user;

determining if a duration of the media content watched by the first user exceeds a specified threshold, and in response to a determination that the duration exceeds the specified threshold, permitting the first user to provide access to the media content to the second user in exchange for a cost, wherein a first portion of the cost is paid by the second user to the content provider with a type of coin specified by the content provider, wherein a second portion of the cost is paid by the second user to the first user;

upon a determination that the duration exceeds the specified threshold, automatically sending a notification to the second user, that the first user watched the media content, wherein the notification includes an offer for at least one of renting, sharing, or buying the media content from the first user;

provisioning, by the computer system, access to the media content to the second user; and

executing, upon the specified transaction being validated, an executable program stored in the blockchain to exchange a coin by the second user with the first user for access to the media content, wherein the coin is the type of coin specified by the content provider and corresponds to the cost of the media content indicated in the specified transaction, and transferring at least a first portion of the coin to the content provider and a second portion of the coin to the first user, wherein the first portion of the coin corresponds to the first portion of the cost payable to the content provider and the second portion of the coin corresponds to the second portion of the cost payable to the first user.