Mumbai: With the digital world constantly changing, it’s no surprise that more creators are exploring subscription-based models on platforms like Instagram. This shift has opened up new opportunities, but it’s also sparked plenty of discussion. Singer and Indian Idol 3 finalist Parleen Gill sees the move as a positive step, though he feels it comes with its own set of challenges.
“I think it’s good from a creator’s perspective because it gives them an additional source of income and helps them value their work better,” he says, adding, “I fully support it, as long as the content remains meaningful and responsible.” However, he doesn’t shy away from addressing the darker side of the trend. “My only concern is the growing amount of vulgarity on Instagram these days, which I feel should not be encouraged.”
Gill points out that the shift toward subscriptions is largely driven by financial independence. “Creators put a lot of time, effort, and creativity into their work, so having an extra source of income makes sense. It also gives them more independence and stability,” he explains.
When it comes to what content deserves a paywall, Gill emphasises value-driven creativity. “Whether it’s knowledge, music, short films, exclusive behind-the-scenes moments, or educational content—anything that adds real value can justify being behind a paywall,” he says, while reiterating his concern: “Those years should be spent on growth, learning, and building character, not getting trapped in distractions.”
Addressing whether it’s fair to charge audiences on traditionally free platforms, he draws a parallel with Netflix. “If I am putting so much hard work into creating a song or any piece of art, I believe it’s fair to be rewarded for it. It’s no different from Netflix—people pay for quality content.”
While he admits audiences are still warming up to the idea, Gill concludes on a practical note: “Instagram itself does not pay creators the way YouTube does, so subscriptions can become a strong and sustainable source of income. It gives creators a chance to monetise their work directly through their loyal audience.”
