No, not all filters flow from the outside to the inside. But for the "traditional" filter that exists in the market for about 99% of applications, the answer would be that they do flow from the outside to the inside. The distinction is that your question was about "all" filters, so the answer is technically "no". But "yes", to most.
No, there is no difference regarding the media surface area for filtration in most traditional filters. I'll explain.
In a "normal" cellulose pleated filter (the vast bulk of the market) the media is cut from a linear stream of material and then folded. There is no way that the "inside" side of the media is any longer/shorter than the "outside" side of media. So, when it's folded, the length of the inside is (for all practical purposes of conversation) the same as the outside. Want an easy-to-understand example? Go home and see which side of the toilet paper is longer; not on the roll, but after your pull it out. Get the idea? Even after you fold the TP for use, is one side "longer" than the other? Nope. So the surface area does not change.
The media in a traditional pleated cellulose element is basically a single thickness of "paper" folded in alternating directions, and then attached at the two ends to make a continuous path. There can be no realized difference in media surface area. At the super-anal micro-analysis level, what you actually have is a stretching of the media on the outside, and a compression of the media on the inside. But when the thickness of the material is so very low in relation to it's length, the point is moot.
This cannot be said of depth type filters, though. String wound filters and such do have degrees of variation. But it also depends upon the path of travel across the media.
In the end, the lubricant will flow to the least path of resistance, so even if one "side" of media would have more area, the flow will always be in a balancing act moving away from the heavily "plugged" portion of media towards the less "plugged" portion of media.
Good topic for interesting conversation, but overall just an excercise in theory. The reality is that it's a moot point in most all filters of single pleat design (the vast bulk of the market).
So, "yes" most all do flow from outside to inside, and "no" there is not a practical difference in pleated-media surface area, for today's typical filters.