Over the past decade, there's been a notable shift in perception toward institutions, particularly in the media industry. The rise of digital creators, especially during the pandemic, has significantly influenced culture. An inaugural TIME100 Creators list recognizes prominent individuals changing how people inform themselves. Internet users spend extensive time on social media, particularly engaging with a growing number of content creators. This group has expanded into a substantial industry, with revenues advancing at a rate much faster than traditional media.
In 2024, internet users spent nearly 2½ hours a day on social media, and much of that time was dedicated to individuals like those on TIME100 Creators. They represent a multi-hundred-billion-dollar industry, where creator revenues grow five times faster than traditional media.
Digital creators have emerged to shape culture, influencing what we watch, how we spend our time, what we buy, and how we vote, fundamentally changing consumer behavior.
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