Celebrityhood shifts: Stars are rapidly crafting their own content

With the need to rapidly cater to an audience with low attention spans and a wide range of programming options, many film and sports stars are creating content for social media, going beyond the professionally-curated work they traditionally produce.

- Lata Jha

Filmmaker Farah Khan runs a YouTube channel dedicated to food, while Shilpa Shetty has built a strong fitness and wellness brand. Sameera Reddy, with her humorous mom-life videos, has become a case study in vulnerability driven engagement. Comedians such as Bharti Singh and television stars such as Archana Puran Singh have also leveraged YouTube to showcase behind-the-scenes moments and everyday stories.