Rs 1.5 lakh a month with just subs? Creators rake in moolah with monetisation model

The traditional subscription video on demand (SVOD) model, once dominated by platforms like Netflix, Amazon Prime, and Disney+ Hotstar, is finding a new home on your Instagram feed and YouTube homepage. A fresh wave of creators, from comedians and gamers to musicians, are now tapping into subscription-based content models directly on social media. And it’s starting to pay off.

According to experts, subscriptions currently contribute around 10–15% of a creator’s total income. Niche creators in finance and career content can earn up to Rs 30,000 per month by serving just 50–100 loyal subscribers. 

For creators with a base of around 50,000 engaged followers, gated content can generate anywhere between Rs 30,000 and Rs 1.5 lakh per month, depending on factors like content genre, posting frequency, and perceived value. Gaming and comedy creators often lead subscription earnings due to their high repeat consumption and cult-like fan communities.  

Gone are the days of brand deals, and product placements were the only source of income for creators.

Comedians like Samay Raina and popular gaming vloggers have already experimented with paywalled content. The logic is simple: loyal fans are willing to pay a small monthly fee for a closer, ad-free connection with their favourite creators. These aren't just behind-the-scenes clips or blooper reels — this is premium, high-engagement content that mimics the OTT experience, but with a personal touch.

The economics of exclusivity

Creators on Instagram take home 100% of their subscription revenue, compared to YouTube, where more than 30% is deducted by the platform.

Instagram’s entry-level tier starts higher than YouTube’s, reflecting its premium positioning for exclusive content — while also offering broader high-end options for creators with deeply engaged audiences.

“In India, most creators play it safe and start at Rs 49–Rs 149 per month to stay accessible,” revealed Justin Lawrence, Head of Content Monetization at Dot Media.

 “Platforms offer flexible pricing — Instagram creators can choose from Rs 89, Rs 440, or Rs 890 per month. YouTube memberships start at just Rs 29 and go up to Rs 799. Globally, creators can even charge up to $499.99 on YouTube, though most stay within the $3–$10 range.”

Assume a creator with 1 million followers. If just 1% of their audience converts to paid subscribers — that’s 10,000 people. On YouTube, using a Rs 159/month membership tier, creators earn about Rs 111.30 per user after YouTube’s cut. That’s Rs 11,13,000 per month.

Meanwhile, on Instagram, using the Rs 269/month tier (Tier-3), creators keep every rupee, bringing in a whopping Rs 26,90,000 per month for the same number of subscribers.

Spotify podcasters enjoy a wide bracket too, from $0.49 to $150 per month, with minimal platform fees. Globally, platforms like Patreon have already paid out over $8 billion to creators. But in India, Lawrence admitted that subscription earnings are still modest for the majority. “Unless a creator has a hyper-engaged niche following, they’re usually earning a few thousand rupees to maybe Rs 50,000 a month. YouTubers with over 50K subs typically make between Rs 25,000 and Rs 83,000 monthly just through memberships,” he said.

Still a small slice of the pie

According to Lawrence, the lion’s share of creator income — over 80% — still comes from brand collaborations, affiliate marketing, and ad revenue. “Subscriptions make up around 10–15% of a creator’s income currently, but we expect that number to rise as platforms improve their offerings and Indian audiences become more comfortable paying for content,” Lawrence explained.

The value proposition of subscriptions is evolving too. Creators are now offering perks such as early access, exclusive Q&As, members-only videos, and behind-the-scenes content. “Instagram’s Subscriber Lives, Locked Stories, and exclusive chats are trending. YouTube offers bonus content, badges, and custom emojis. Spotify podcasters are offering ad-free episodes or bonus content for paying fans,” Lawrence noted, citing examples like MKBHD, Lilly Singh, and niche educators who are already leveraging these tools effectively.

According to Rahat Khan, Co-founder of Fame Keeda, creators today are prioritising depth over reach. “We’re seeing a shift from follower count to fan depth,” she said, pointing to the EY-FICCI 2024 report, which predicts India’s video subscription base will grow from 47 million in 2024 to 65 million by 2027. “But what’s more telling is how Gen Z and Gen Alpha now expect emotional closeness with creators—not just content access,” she added.

Subscription-based content is seeing strong traction, especially in genres like finance, gaming, and lifestyle. Khan explained that even creators with relatively small but focused communities—around 20,000 to 30,000 followers—are monetising successfully if their offerings are personal, consistent, and high-value. “Creators are done playing the reach game. They want retention, reliability, and audiences are responding,” she noted.

From a performance marketing lens, Khan believes gated creator communities are outperforming traditional channels. “While OTT gives scale, subscription content delivers 2x–5x better conversions and deeper interactions,” she explained. “You’re not just catching fleeting attention—you’re part of an intimate conversation. And for brands in finance, gaming, or upskilling, that level of access is gold.”

Rather than alienating brands, this pivot to gated content is enhancing creator appeal for marketers. “If anything, it filters the fluff. A paying community signals trust and commitment—qualities brands crave,” said Khan. “For advertisers looking beyond CPMs to real influence, these gated spaces are high-conversion zones.”

On the brand integration front, subtlety is key. “Don’t force a brand in the middle of premium content. Co-create instead—sponsor a series, offer subscriber-only contests or give early access to brand tools,” she said, citing campaigns by Spotify and INDmoney that have seamlessly blended into gated ecosystems.

“We’ve seen niche finance and career creators go from zero to Rs 30K/month just by catering to a group of 50–100 superfans,” Khan shared.

Inside a creator’s subscription journey  

To gauge the ground reality behind the buzz, exchange4media spoke directly with a creator who’s already monetising through Instagram subscriptions.

Om Kumar, also known as Freaking Raja, runs a paid subscription channel on Instagram where he has a following of 1 million. Despite the large audience, only 522 users currently subscribe to his exclusive content, for which he charges Rs 149 per month.

“Earnings vary every month,” he admitted. “But for niche creators like me who focus on episodic storytelling, it’s possible to earn anywhere between Rs 50,000 to Rs 2 lakh a month, depending on subscriber count and retention. I charge Rs 150 for exclusive access, and the numbers are growing steadily.”

He noted that brand deals still contribute about 70–80% of income for most creators, but for creators like him who have cultivated a binge-worthy narrative ecosystem, subscriptions now form a solid 20–30% of revenue, and that number is rising.

When it comes to brands, he says Indian advertisers are only just beginning to test the waters. “While creators have started monetising through subscriptions, brand collaborations within this gated content format are still rare. Most campaigns still prioritise reach over deeper engagement. But as audience loyalty around exclusive content grows, brand interest will follow,” he added.

Advice for fellow content creators: “Focus on value. Offer content your audience can’t find anywhere else. Build a habit loop with consistency. Keep pricing accessible but justify it — offer early content drops, behind-the-scenes access, or live chats. And most importantly, promote your subscription authentically.”

As for which categories of creators are best positioned to succeed in this space, Om said it’s the story-driven formats that stand out. “Genres like microdrama, gaming, finance, and fitness work well. Viewers are willing to pay for connection and continuity. My vertical storytelling works because it’s emotional, episodic, and designed for fans who want more.”

The big picture: subscriptions are just the beginning

According to Gautam Madhavan, Founder, Xley.ai, the current phase is just the beginning. While subscription-based monetisation has become a well-oiled system in countries like the US, UK, and China — where fans pay anywhere from $3 to $20 a month for exclusive creator content — India is still warming up to the model. “This subscription model is already a trend internationally,” he said. “But here, we’re just getting started.”

Madhavan explained that the subscription approach is essentially about tapping into your most loyal audience — the superfans who are ready to go the extra mile for their favourite creator. “What you’re really doing is monetising your cult fans,” he said. “It’s those people who’ll pay for exclusive drops, behind-the-scenes access or live chats. This will only grow.”

But he’s quick to clarify that subscriptions are not the final destination. For Madhavan, they’re merely a stepping stone toward something much bigger: the era of creators becoming full-fledged brands and retailers. “This is just a transition period,” he revealed. “The next big move is live commerce. Every creator will eventually become a brand — either their own or someone else’s — and they’ll start selling directly to followers.”

However, the current market reality suggests that subscription success is largely reserved for top-tier creators. Madhavan noted that those with smaller followings may struggle to see returns. “Right now, the demand is good, but mostly for the big guys,” he said. “If I have 100,000 followers and start a subscription plan, chances are I won’t see much output. People don’t want to pay that extra Rs 100 or Rs 200 per month unless you’re already a big name.”

Madhavan also pointed out a space that’s seen significantly higher engagement: adult-style or OnlyFans-inspired content, which has found a strong and growing subscriber base in India. “If you look at the OnlyFans-style space, especially female creators doing exclusive content — those numbers are already in the thousands, even lakhs,” he observed. “That space has massive consumption, and it’s not going anywhere. It’ll only grow.”

Creating value that people will pay for

Although most Indian brands still focus on reach and open content, some have started experimenting with this model. “We’ve seen platforms like Unacademy and CRED run exclusive creator-led campaigns aimed at loyal user bases. This is still early days, but there’s massive potential here — especially for brands targeting Gen Z and superfans,” Lawrence added.

Maddie Amrutkar, Founder of Glad U Came, said, “People are willing to pay for practical, outcome-based content. Niche communities in gaming, regional content, lifestyle, and even poetry or music are growing fast driven by FOMO marketing. If you build something meaningful, they’ll be happy to support it.”

When asked about what it takes to build a sustainable subscription model, he added, “price it right not just for the content quantity, but for the experience. Fans aren’t just paying for more posts, they're paying to feel part of something exclusive.”

Instagram recently launched a feature called “locked reels” where users must enter a code to unlock exclusive stories and posts. This kind of gated access mimics the SVOD model — but on a more personal, creator-to-fan level. And it's working. With content creators putting out more engaging, frequent updates than larger OTT platforms, fans are increasingly willing to pay for access. 

While EY predicts that overall subscription revenues across traditional platforms will dip slightly — projected to reach INR 385 billion in 2024, marking a 3% decline — the story is quite different on social media.