Archana Puran Singh, a viral YouTube vlogger, shares her family’s daily life with her husband Parmeet Sethi and their sons, Ayushmaan and Aaryaman. The family shares everyday moments and enjoys dining together. Archana’s channel has over 991,000 subscribers, attracting viewers with its warmth and humor. Other YouTube creators like Farah Khan and Bharti Singh also discuss the profitability of vlogging, with Farah stating it is more lucrative than filmmaking and less hassle. Farah’s vlog with her cook Dilip has 2.38 million subscribers.
Parmeet Sethi, in an interview with Pinkvilla, stated that their YouTube venture has been creatively fulfilling and could potentially be more lucrative than their traditional work in films and television. He believes that if they pursue a full-time career, it could pay them at least three times more than combined.
Parmeet expressed dissatisfaction with the lowering of standards by OTT platforms as they attempt to replace television, despite some exceptions, as they are attempting to replace traditional media.
Parmeet suggests that television may be nearing its end, except for news and live sports, as these are now covered by OTT platforms, indicating that the era of television may be nearing its end.
Parmeet referred to the digital shift as “the era of vlogging,” highlighting its personal and democratic nature, attracting a large audience. He reported that 90% of people turn to YouTube for entertainment, while the remaining 10% includes television and OTT platforms combined.
YouTube is gaining traction as a platform for creators, with celebrities like Aamir Khan and Parmeet citing its potential to become a lifelong investment. Parmeet compared YouTube to a life insurance company, paying creators premiums throughout their lives. While vlogging could potentially become a full-time profession, it comes at a personal cost. However, if made an everyday thing, it could earn creators three times more than what films and television pay collectively. Parmeet also highlighted the emotional toll of putting one’s life on display, stating that it requires shamelessness, carelessness, and fearlessness, as people’s reactions can affect one’s self-esteem.
