In recent years, there has been a marked change in how individuals perceive traditional institutions and media. The pandemic accelerated shifts in consumer behavior, leading to the rise of digital creators who significantly impact culture. These creators influence what people watch, buy, and how they engage politically. The new TIME100Creators list acknowledges individuals transforming information consumption. In 2024, internet users spent nearly two hours daily on social media, with revenues for creators growing faster than traditional media. This transformation highlights a cultural shift away from conventional television and media consumption to online content creators.
The rise of digital creators in the past decade has significantly influenced culture, altering how we watch, buy, and engage with media and information.
Recent changes in consumer behavior and increased social media engagement highlight the rapid growth of the creator industry, outperforming traditional media revenues.
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