Reflecting a significant cultural shift from traditional institutions to individual voices, TIME has launched its inaugural TIME100 Creators list. The new franchise recognizes the growing influence of digital entrepreneurs who shape public discourse, consumer habits, and media consumption—a trend that accelerated during the pandemic.
The creator economy’s expansion is evident in both its reach and revenue. In 2024, internet users spent nearly two and a half hours per day on social media, with much of that attention focused on individual creators. This engagement has built a global industry valued in the hundreds of billions of dollars, where creator revenues are growing five times faster than those in traditional media.
This new form of influence, however, brings unique pressures. Streamer Kai Cenat, with 18 million followers on Twitch, exemplifies the powerful connection creators can build with millions of people, especially younger audiences. Yet, this visibility comes with constant scrutiny. Influence can be polarizing, and creators face immense pressure to respond to current events, often facing criticism when their views misalign with audience expectations.
Even one of the world’s most successful creators feels this strain. “Something that I’m noticing within myself… is I have anxiety,” Cenat told TIME. “I’m always worrying, ‘Oh God, what if things don’t go right?’ I’m scared.”
The 2025 TIME100 Creators list features individuals from 15 countries who built their careers natively on digital platforms like YouTube, Twitch, TikTok, Instagram, X, and Substack. Led by editor Lucy Feldman, the selection process focused on English-language creators and involved consultation with TIME’s global correspondents and editors. The magazine also partnered with creator marketplace #paid to analyze data on reach, engagement, and business impact.
To introduce the list, TIME gathered nine honorees, including Alix Earle, Charli D’Amelio, and Sean Evans, for a video project. “We came away with a better understanding about how each of them thinks,” Feldman said. “They showed us what it takes to break through the noise.”
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