lights, Camera, Action? Or, should we say now – Like, Share and Subscribe.

That’s exactly how the spotlight has quietly shifted to many of our showbiz denizens.

Gone are the days when celebrities were content to impress fans from a distance – fully lit, fully scripted and from the safety of the big or small screen. Today YouTube has changed the culture. Many people from the world of films and television – especially those who were out of the spotlight for a while – have found their niche online through vlogs and podcasts that let them bring fans closer to their everyday lives. In the process, they are also enjoying a huge number of followers and earning much more money than they make in films.

From actors Archana Puran Singh, Ashish Vidyarthi and Deepika Kakkar to filmmaker-show host-actor Farah Khan and comedian Bharti Singh, among many others, a growing number of showbiz celebrities are using the platform to share daily moments, connect directly with their audience and enjoy fandom.

For example, Farah has over 2.88 million subscribers on YouTube and has won the hearts of viewers through her light-hearted videos with her househelp Dilip. From their playful banter to Dilip’s cute antics, their content from visiting celebrity homes to cooking dishes together has become a fan favourite.

Meanwhile, Deepika, along with her husband Shoaib Ibrahim, offer a more personal glimpse of their life through daily vlogs. Documenting everything from everyday challenges to intimate life updates, Deepika is also using the platform to keep fans informed about her ongoing health challenges, making her content relatable and heartwarming.

In contrast, Bharti’s YouTube vlogs are exactly what you’d expect from them – vigorous, lively and full of laughs, but also surprisingly warm and personal. Her content mostly revolves around the everyday life of husband Harsh Limbachiyaa and their sons, giving viewers a glimpse into their lives.

But what caused this change for artists who were fully committed to the screen to try the new medium? Why are more and more celebrities turning to vlogging and launching their own channels?

What is driving force?

While the COVID-19 lockdown became a turning point for many, Archana, who has been a part of the industry as an actor for almost four decades, shared that the traction her videos with her domestic help Bhagyashree got online encouraged her to explore YouTube, where she currently has 1.24 million subscribers.

But what gave an actor a great career in films? something happens And Movie – Bol Bachchanwith his iconic presence The Great Indian Kapil Show, To step into the world of vlogging?

Archana will tell you that it all started as a casual suggestion from her friends Bharti Singh and Farah Khan, before it became a full-fledged journey, with her content now receiving an overwhelmingly positive response from the audience.

“Since the Covid videos, people told me my Instagram reels felt like vlogs and encouraged me to post longer on YouTube. I didn’t know anything about the medium, but decided to try. Bharti and Farah also pushed me and told me I’d be perfect. On an impulse, we started family vlogs, and in no time, subscribers and views soared. I was captivated, especially by the way people felt about our family. With love shown,” he told IndiaToday.in.

If something as simple as a candid video with her househelp inspired an entire journey for Archana, veteran actor Ashish Vidyarthi says his entry into vlogging came from a very different, almost accidental place.

For them, it was never a conscious 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 started capturing everyday moments, exploring common stories and connecting with people across different platforms in his own unique way.

The actor, who currently has 2.47 million subscribers on YouTube, told IndiaToday.in, “I was shooting a project in Delhi when my colleague suddenly suggested we try making a reel. It was during the lockdown, and I went out for vada pav – she filmed it, we posted it, and that’s how it all started. Something just clicked from there.”

Good reach or fan base?

Additionally, YouTube vlogs provide a unique venue for celebrities to connect directly with their audiences. Such vlogs provide a glimpse 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 stronger, more lasting bonds than traditional movies or television programs.

It would not be wrong to say that YouTube has become a kind of personal TV channel, which is owned and controlled by celebrities.

Archana said, “The love one gets from one’s YouTube family is extremely heart-touching. Through your vlogs, people from many countries and different backgrounds feel connected to you, and that is a very rewarding feeling. Through your channel, you are creating job opportunities for yourself, and that is extremely empowering.”

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Ashish, who has always been respected as an actor for his filmography, says he has found a new audience among Gen Z and food lovers through social media.

The National Award-winning actor, who has played multiple roles, is also a motivational speaker and says he is overwhelmed by the response he has received from the audience in the digital arena.

Describing the social media era as his “rebirth”, he said, “I had disappeared. It felt like I used to be an actor. And then I became relevant again. Gen Z started getting to know me and now when I see those people coming to my shows, it’s very overwhelming.”

What are monetary allowances?

You are, probably, wondering about the revenue aspect of vlogs – how much can a celebrity earn through a 15-minute video or reel. Although no official figures have been disclosed by the celebs, Archana mentioned that their returns are “both modest and generous”.

He said, “My returns have been both modest and generous, because vlogging has been more difficult for me than acting on screen, so what I have earned through YouTube in the last year – though it is a huge amount – has come at the cost of a constant and rigorous schedule of traveling and shooting, which has taken a toll on my health in some way.”

Beyond traditional income sources, digital platforms have opened up new avenues for celebrities to move beyond mainstream cinema and monetize their presence in multiple ways.

Through YouTube and vlogging, these celebrities are generating advertising 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 constantly engaging with their audiences.

Ashish, who prefers to be apart of the league, however, does not see vlogging or storytelling as a definite end goal. He describes it as part of a larger, ever-growing journey.

“I don’t see anything as final. At the moment, I’m really enjoying telling stories. Till a few years ago, I was only an actor. Then, I discovered that I was an actor Too an actor. Now I know I can Too Do social media content! intelligence the actor said.

Most importantly, there has been a change in how we perceive our favorite celebrities. Between a candid kitchen moment and a handheld travel vlog, the distance between celebrity and audience quietly closes. The stars now feel accessible, even familiar.