New Delhi, Feb. 11 -- Movie stars and celebrities are among those investing in emerging streaming services-both audio and video-even though an abundance of such platforms makes it a risky proposition. Actor Rana Daggubati has invested in a regional OTT called Chai Shots, while Pankaj Tripathi had earlier joined audio service Velvet as co-founder.

Experts said while the investments are risky considering the amount of time and patience they require for monetization to kick in, it gives actors control and ownership over stories and formats, especially in the niche spaces of audio and short-form video. Their presence brings credibility and visibility to the platform in a deeply crowded market.

"In an increasingly cluttered OTT landscape, se...