Ten years ago, celebrity in India was defined simply as a movie star, a cricket legend, and occasionally a television icon, with million-dollar endorsements and film posters plastered across cities, along with fan bases that idolized them. Now, in 2025, you see a completely new star… not born via the 70mm screen, but born in bedrooms, basements, and balconies, with ring lights and shaky vlogs.
Welcome to the era where YouTubers are the new celebrities, and their journey is rewriting the rules of Indian fame.
From Side Hustle to Stardom
When YouTube first entered the Indian market, it was mostly dominated by cat videos, tech unboxing videos, and low-resolution cover songs. Content creators were hobbyists — students, engineers, or office-goers recording in their free time. But over the last five years, the platform has become a full-blown career and even a stepping stone to Bollywood, brand deals, and political influence.
Creators like CarryMinati, Prajakta Koli, Bhuvan Bam, and Ashish Chanchlani are no longer just “internet famous.” They’re walking red carpets, starring in films, featuring in national ad campaigns, and attending influencer summits as VIPs. Their followers run in the tens of millions, and their content drives conversations as much as (if not more than) traditional media.
Why Did This Shift Happen?
- Access > Authority: Unlike celebrities who are often shielded by PR teams, YouTubers speak directly to their audience — ranting, laughing, crying, and sharing life updates in real time. This intimacy builds trust. YouTubers don’t just perform; they connect.
- Consistency > Blockbusters: While actors may appear in two films a year, creators upload multiple times a week. Their frequency, relatability, and algorithmic dominance keep them always in the audience’s line of sight.
- Virality as Currency: In an era where viral trends decide what we watch, wear, or quote, YouTubers are constantly riding — or even starting — these waves. Whether it’s a new reaction format, a meme-worthy roast, or a social challenge, creators are the frontline of internet culture.
YouTube Fame > TV Fame?
Yes, we said it.
Try this: show a 17-year-old a picture of a soap opera actor and then show them Triggered Insaan. The latter wins. Not because traditional celebrities have vanished, but because youth culture now runs on digital first. TV viewership is fading in urban youth circles, while YouTube videos are paused mid-class, shared on WhatsApp groups, and quoted in real-life banter.
YouTube fame isn’t just growing — it’s mainstream.
Brands, Bollywood, and Bigger Things
Top brands are already on board. Be it Vivo phones, Netflix, or Coca-Cola they’re paying creators lakhs (if not crores) for collaborations. Why? Because audiences trust their creators. A Bhuvan Bam sketch or a Komal Pandey fashion vlog drives more engagement than many prime-time TVCs.
Even Bollywood is taking notes. Creators are being cast in web series, music videos, and films. Not as token cameos, but as leading talent.
Prajakta Koli’s transition from YouTube to Netflix’s Mismatched was just the beginning. The divide between creator and actor is disappearing especially when digital stars bring their own audience to the screen.
The Future of Indian Fame
What’s next? Here’s what we’re seeing:
- Creator-led studios: Many YouTubers are turning into producers, launching their own teams and channels (think BB Ki Vines Productions).
- Crossover stardom: We’ll see more creators become hosts, authors, entrepreneurs, and activists.
- New platforms, same fame: From YouTube to Instagram Reels, Threads, or whatever app Gen Alpha invents next — creators will migrate but remain relevant.
Because at the heart of it, they’ve cracked the code: speak with your audience, not at them.
My Thoughts
In India, where film stardom has always reigned supreme, the rise of YouTubers signals a cultural shift. The new celebrity isn’t behind a velvet rope — they’re replying to your comments, streaming from their home office, and staying up with the same viral trends you are.
And maybe, just maybe, that’s what makes them feel real — and why their fame is here to stay.