TIME has launched its first-ever list of the 100 Most Influential Creators, recognising the digital voices shaping culture this year.
Podcasting features strongly in the rankings, with nearly half of those honoured hosting their own podcasts, highlighting the medium’s growing role in the global creator economy.
A growing share of creator influence is happening on Spotify especially among Gen Z listeners and viewers.
Time spent watching video content on Spotify has grown 44% compared to last year, with video podcasts driving much of that increase.
Gen Z audiences are leading this trend, spending 81% more time with video on Spotify year over year, showing how integrated podcasts have become in their daily media consumption.
The TIME 100 Most Influential Creators of 2025 further underlines the shift towards podcasting as a core channel for creators seeking meaningful connection with their audiences through audio and video formats.
