Arjun Bijlani on Instagram subscriptions: Authenticity and value will always be key

Currently seen entertaining audiences on Laughter Chefs, Arjun Bijlani has shared his perspective on the growing trend of paid subscriptions on social media, calling it a “natural evolution” in the creator economy.

Speaking about the shift, Arjun explains that creators today are seeking deeper and more meaningful engagement with their audiences. He says, “I think it’s a natural evolution. Creators are finding more structured ways to connect deeply with their audience, and subscriptions offer that exclusivity.”





He further points out that the changing dynamics of social media platforms have played a major role in this transition. With algorithms constantly evolving and organic reach becoming unpredictable, creators are now looking for stability. He adds, “With changing algorithms and reach, creators are looking for more stable and direct revenue streams. Subscriptions give them more control and consistency.”

However, Arjun believes that not all content should be locked behind a paywall. According to him, only content that offers genuine value deserves to be monetised. He explains, “Content that is personal, exclusive, or adds real value, like behind-the-scenes moments, masterclasses, or direct interactions, justifies a paywall.”

Addressing the debate around charging audiences on traditionally free platforms, the actor maintains a balanced view. He says, “I believe it’s fair, as long as there’s still meaningful free content available. It’s about giving audiences a choice.”

When it comes to audience perception, Arjun acknowledges that followers are becoming more selective, but also more supportive. He notes, “Audiences are definitely becoming more selective, but they are also willing to pay for creators they genuinely connect with and value.”

Summing up his thoughts, the Naagin actor emphasises sustainability. “Yes, I do think it’s a viable and sustainable model if done right. Authenticity and value will always be key to making it work long-term,” he concludes.