Influencers back to brand deals as their paywall push fails

Even as platforms like Instagram and Amazon strive to open up additional income streams for influencers through subscriptions, virtual gifting and sales commissions, influencers continue to rely on brand partnerships and are unable to monetize these efforts in a meaningful way, top creators and management agencies said.

ET spoke to 10 top creators across fashion, finance, consumer technology, and comedy, whose reels reach up to 20 million views, but have had only 5-25 subscribers willing to watch their paywalled content.