Over the last ten years, public opinion has notably shifted regarding institutions and traditional authorities. The media sector is a prime example. While our industry has faced challenges, others have experienced greater visibility and impact. Fueled by evolving consumer habits that accelerated during the pandemic, digital creators – entrepreneurial individuals who’ve established businesses through substantial online audiences – have risen to influence our culture. They are reshaping our viewing habits, leisure activities, purchasing decisions, and voting behavior.
We recently broadened the TIME100, our community of impactful figures, to include those shaping the future across various fields. Today, we introduce the inaugural , acknowledging the significant impact these individuals have on how people access information.
The evidence of this growth is widespread. In 2024, internet users spent nearly 2.5 hours daily on social media, often engaging with individuals featured on . These creators are part of a global community of 67 million content creators, driving a multi-billion-dollar industry where social media creator revenue is growing five times faster than traditional media revenue.
Recognizing these changes doesn’t require industry expertise. Simply ask a 16-year-old when they last watched television, and then inquire about . This 23-year-old streamer, with 18 million followers on Amazon’s Twitch, exemplifies how creators build strong connections with millions, particularly young people. (In our digital world, many can easily remain unaware of such figures.)
As we often say, influence takes many forms, for better or worse. While anyone can make a misstep, creators face heightened risk due to their constant communication. Many on our list must react to news, and criticism arises when their opinions clash with audience expectations. Some are divisive, others are well-liked – at least until they inevitably say something that offends their followers or those who don’t follow them.
They are aware of this pressure. “Something I’m noticing within myself, that I just discovered, is I have anxiety,” Cenat confessed to Andrew R. Chow in our new cover story. “I’m always worrying, ‘Oh God, what if things don’t go right?’ I’m scared, I’m scared, I’m scared.” This comes from someone widely considered a top creator.
Cenat is among individuals from 15 countries featured in the 2025 TIME100 Creators. They earn a living and connect with billions on platforms like YouTube, Twitch, and TikTok, where especially Gen Z spends considerable time. We also considered leaders on platforms like Instagram, X, LinkedIn, Spotify, Apple Podcasts, and Substack, which attract different demographics. Our primary focus was on English-language creators who built their careers organically through these digital platforms, rather than transitioning from traditional media like television or journalism. Led by Lucy Feldman, our correspondents, editors, and contributors consulted sources globally. We also collaborated with our data and insights partner #paid, a creator marketplace, to analyze the reach, engagement, and businesses these creators have developed.
To introduce the inaugural list, we brought together nine creators – , , , , , , , , and — at a New York City studio earlier this summer to create videos for TIME.
“We gained a deeper understanding of their thought processes,” Feldman noted. “They demonstrated what it takes to stand out.”
Data and insights powered by #paid
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