“Followers won’t subscribe casually—they need real connection and value,” says Aishwarya Raj Bhakuni on Instagram subscriptions

Mumbai: Oh Humnava- Tum Dena Saath Mera Actor Aishwarya Raj Bhakuni believes the rise of paid subscriptions on platforms like Instagram is a promising idea, but one that is still evolving. “The trend is clearly growing, but it’s still finding its footing,” she says, adding, “Creators are still figuring out how to turn exclusive content into something sustainable.”
For Aishwarya, subscriptions can only work if there’s genuine differentiation. “It’s not just about making content exclusive, it’s about giving real value—like behind-the-scenes access, early releases, or deeper storytelling,” she explains.
She points out that the shift towards subscription-based models is largely driven by unpredictability in the digital space. “Ad revenue and algorithm reach aren’t reliable anymore. Subscriptions give creators more control over income and help them build a closer connection with their core audience,” she says. However, she admits she doesn’t personally engage much with such content. “Early access might attract people, but the premium experience always remains limited,” she notes. Aishwarya is clear that not all content deserves a paywall. “It has to feel rare or meaningful—not just repackaged posts. Only then does it justify being paid for,” she says.

She also acknowledges the audience’s hesitation. “When people are used to free content, asking them to suddenly pay often pushes them away. Most will simply move to platforms where content is still free, and that mindset is hard to change,” she shares. According to her, audiences today are far more selective in their choices. “Followers won’t subscribe casually. The emotional connection and perceived value have to be strong enough for them to commit,” she explains.
Summing it up, Aishwarya feels subscriptions can work as an additional revenue stream, but not as a dependable one. “Trends, moods, and engagement keep changing. It’s a good support system for creators, but not something you can rely on completely,” she concludes.