Bluesky Looks to Subscriptions Over Ads, Says CEO Jay Graber

At the Web Summit in Vancouver, Bluesky CEO Jay Graber laid out the social network’s vision for sustainable growth—without turning to intrusive advertising. Instead, Bluesky is prioritizing subscriptions, user choice, and open-source infrastructure to maintain trust and flexibility in its community.

Graber confirmed that Bluesky intends to offer paid subscriptions, likely at $8/month, unlocking additional features for users. While she acknowledged that advertising is a standard path in social media, Bluesky is hesitant to rely on it in ways that compromise user experience.

“We know ads work their way into every attention economy long term,” Graber said. “But we don’t want to spam your feed with ads.”

Bluesky’s unique architecture, built on the AT Protocol, lets users create and select their own algorithmic feeds. That design makes it difficult for Bluesky to adopt centralized, ad-heavy revenue models like X (formerly Twitter), where a single feed dominates both engagement and ad dollars.

Graber emphasized Bluesky’s “right to repair” ethos: if Bluesky fails to meet user needs, developers and users can fork the system and build new experiences. This openness allows for creativity and decentralization across the platform—core values Bluesky aims to protect.

The team has also rejected the idea of letting AI platforms train on user-generated content, a move that sets it apart from competitors. “We don't train gen AI on users' posts, because we're not an AI company,” Graber said. However, she acknowledged that with a lean team of 25 employees, Bluesky still relies on AI to assist with content moderation.

With more than 36 million Bluesky users, Bluesky supports user-curated feeds, giving people full control over their timelines. “You get to choose what kind of timeline you're on,” said Graber. She highlighted apps like Skylight, which leverages Bluesky’s vertical video support as a TikTok-like alternative—one that’s ad-free and privacy-focused. Investor Mark Cuban has already backed Skylight with early-stage funding.

While Bluesky is winning over users, companies have been slower to commit. Adobe joined the platform in April but stopped posting after backlash over its subscription models and use of AI. Even Web Summit itself hadn't posted in eight months—until the conference began, prompting it to reshare a clip from Graber’s speech.

The audience response at the conference indicated growing enthusiasm. When asked which platforms they use, few attendees raised their hands for X or Threads, but Bluesky drew cheers.

Bluesky’s model is still taking shape, but it is clear the company aims to earn revenue without turning the platform into an ad-reliant ecosystem. With subscriptions on the horizon and continued focus on open, customizable experiences, Bluesky is positioning itself as a creator- and user-first alternative in the social media landscape.