Lights, camera, action? Or, should we now say — like, share, and subscribe.
That’s exactly how the spotlight has quietly shifted for many of our showbiz denizens.
Gone are those days when celebrities were content impressing fans from a distance – perfectly lit, perfectly scripted and from the safety of screens big or small. Today, YouTube has changed the culture. Many from the world of films and television – especially ones that were out of circulation for a while – have found their space online, via vlogs and podcasts that let them take fans closer to their everyday lives. In the process, they’re also enjoying a bigger follower count and making more money than they ever made in films.
From actors Archana Puran Singh, Ashish Vidyarthi and Dipika Kakar to filmmaker-show host-actor Farah Khan and comedian Bharti Singh, among many others, a growing number of showbiz personalities are using the platform to share daily moments, connecting directly with their audience and enjoying a fan following.
Farah, for instance, has a fan following of over 2.88 million subscribers on YouTube, and has struck a chord with audiences through her light-hearted videos featuring her househelp, Dilip. From their playful banter to Dilip’s endearing antics, their content, ranging from visiting celebrity homes to whipping up dishes together, has become a fan favourite.
Meanwhile, Dipika, along with her husband Shoaib Ibrahim, offers a more personal glimpse into their lives through daily vlogs. Documenting everything from everyday challenges to intimate life updates, Dipika has also been using the platform to keep fans informed about her ongoing health challenges, making her content relatable and heartfelt.
Contrary to this, Bharti’s YouTube vlogs are exactly what you’d expect from her – loud, lively and full of laughter, but also surprisingly warm and personal. Her content mostly revolves around everyday life with husband Haarsh Limbachiyaa and their sons, giving viewers a peek into their lives.
But what’s driven this shift for artists who were committed to the screen towards trying an entirely new medium? Why are more and more celebrities turning to vlogging and launching their own channels?
What’s the driving force?
While the Covid-19 lockdown became a turning point for many, Archana, who has been part of the industry as an actor for nearly four decades, shared that the traction her videos with her househelp, Bhagyashri, received online encouraged her to explore YouTube, where she currently enjoys 1.24 million subscribers.
But what led an actor with illustrious career-spanning films like Kuch Kuch Hota Hai and Bol Bachchan, along with her iconic presence on The Great Indian Kapil Show, to step into the world of vlogging?
Archana would tell you it all began as a casual suggestion from her friends Bharti Singh and Farah Khan, before it grew into a full-fledged journey, with her content now drawing an overwhelmingly positive response from viewers.
“Since the Covid videos, people told me my Instagram Reels felt like vlogs and encouraged me to post longer ones on YouTube. I knew nothing about the medium but decided to try. Bharti and Farah also pushed me, saying I’d be perfect. On impulse, we started family vlogs, and within no time, the subscribers and views shot up. I was hooked, especially by the love people showed to our family,” she told IndiaToday.in.
If something as simple as a candid video with her househelp sparked an entire journey for Archana, veteran actor Ashish Vidyarthi says his entry into vlogging came from a very different, almost accidental place.
For him, it was never a calculated move – it just happened during the lockdown. What started as a personal way to cope and stay engaged slowly turned into a passion, as he began capturing everyday moments, discovering ordinary stories and connecting with people across platforms in his own unique way.
The actor, who currently enjoys 2.47 million subscribers on YouTube, told IndiaToday.in, “I was in Delhi shooting for a project when my associate suddenly suggested we try making reels. It was during the lockdown, and I happened to step out for a vada pav – he filmed it, we posted it, and that’s how it all began. Something just clicked from there.”
A good reach or fan base?
Beyond this, YouTube vlogs offer celebrities a unique space to connect directly with their audience. Such vlogs provide glimpses into their real lives, their families, homes, routines, even food habits – elements that fans in India find deeply relatable and aspirational. For many celebrities, this kind of access creates a stronger, more lasting bond than traditional films or television appearances.
It wouldn’t be wrong to say that YouTube has become a personal TV channel in a way, one that celebrities own and control.
“The love that one receives from one’s YouTube family is overwhelmingly heartwarming. People from so many countries and different backgrounds feel connected with you through your vlogs, and that is a very rewarding feeling. Through your channel, you are creating a job opportunity for yourself, and that is extremely empowering,” said Archana.
Ashish, who was always respected as an actor for his filmography, says he has found a whole new audience among Gen Z and food lovers through social media.
Donning multiple hats, the National Award-winning actor is also a motivational speaker and says he’s overwhelmed by the response he has received from audiences in the digital space.
Calling the social media era his “rebirth”, he said, “I had disappeared. It felt that I used to be an actor. And then I became relevant again. Gen Z started knowing me and now when I see those people coming in for my shows, it’s just overwhelming.”
What are the monetary perks?
You’re wondering, perhaps, about the revenue aspect of vlogs – how much a celebrity can earn through a 15-minute video or a reel. Although no official figures have been officially disclosed by the celebs, Archana mentioned that her returns are “modest and generous both”.
“My returns have been modest and generous both, because vlogging for me has been tougher than acting on screen, so what I have earned in the last year through YouTube – though it has been a hefty amount – has come at the price of incessant and tough schedules of travel and shoots, which have in some way taken a toll on my health,” she said.
Beyond traditional income streams, digital platforms have opened up new avenues for celebrities to step beyond mainstream cinema and monetise their presence in multiple ways.
Through YouTube and vlogging, these celebrities are tapping into ad revenue, brand collaborations, sponsored content, and even launching their own products or ventures, turning everyday content into a steady and often lucrative source of income, while staying consistently connected with their audience.
Ashish, who likes to be different from the league, doesn’t, however, view vlogging or storytelling as a fixed end goal. He calls it part of a larger, ever-growing journey.
“I don’t see anything as finality. At this point, I’m really enjoying telling stories. Until a few years back, I was only an actor. Then, I discovered I was also an actor. Now I’ve discovered I can also do social media stuff!” the Khufiya actor said.
What stands out is the shift in how we experience our favourite celebrities. Somewhere between a candid kitchen moment and a handheld travel vlog, the distance between celebrity and audience quietly dissolves. The stars now feel accessible, even familiar.
– Ends
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source www.indiatoday.in ’
