In 2025, the Webby Awards made a significant shift by introducing dedicated categories for internet creators, recognizing them as essential contributors to online culture. Jesse Feister, Executive Director of the Webby Awards, highlighted that the COVID-19 pandemic acted as a catalyst for the maturation of creator content, which has now emerged as a defined format in its own right. This recognition underscores a growing understanding that individual creators, rather than brands, are central to audience engagement and content consumption, marking a transformative moment in the creator economy and internet culture.
The pandemic was a watershed moment. Creation and consumption scaled rapidly. And now that we're a few years past it, the format has matured into something that we can actually define.
We've always recognized creators, but this year, we made the leap to define the format itself.
The person creating the content is core to what the audience is consuming and how they engage with it.
Creators are no longer just using the internet. They are shaping its grammar, logic and aesthetics.
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