In the last decade, perceptions of institutions have shifted significantly, with digital creators influencing culture and consumer behavior more than traditional media. The pandemic accelerated these changes, leading to a surge in online following and engagement with content creators. The TIME100 Creators list was established to acknowledge these influential figures. Internet users are spending substantial time on social media, predominantly engaging with creators. This demographic shift reveals how young audiences consume media, emphasizing the growing power and impact of influencers in society.
Credit - Photograph by AB+DM for TIME Over the past decade, we've seen a significant shift in how people view institutions and established gatekeepers. The media industry has been no exception, and while our business has been challenged, others have seen increased attention and relevance.
Recently, we've expanded the TIME100, the world's most influential community, to include individuals who work in fields that we believe are shaping the future. Today, we release the inaugural TIME100 Creators list, in recognition of how significantly these individuals are changing the way people inform themselves.
In 2024, internet users spent nearly 2½ hours a day on social media. Much of that time was given over to individuals like those on TIME100 Creators.
As we often say, influence comes in many forms, and it can be for better or for worse. And if any of us can say the wrong thing, for creators the hazard may be made more likely by the constancy with.
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