Channel 4’s latest landmark research into British youth shows the complexity and contradictions within Gen Z (13-27-year-olds). Beyond any other generation, Gen Z defy easy pigeonholing. In 2024, adults on average spent more than 5 hours a day watching video and 34% of that was on social platforms and YouTube. For 16-27s, that rises to 64%—a stunning difference. The research reveals some deeply worrying issues that have profound consequences for UK society. Channel 4 calls for urgent industry action and regulation to ensure young people grow up and live in a Britain they can trust.
Key research findings:
- Growing gender divergence: Nearly half of Gen Z men (45%) believe that “we have gone so far in promoting women’s equality that we are discriminating against men” and 44% think women’s equal rights have gone far enough.
- Democratic disengagement: More than half (52%) think “the UK would be a better place if a strong leader was in charge who does not have to bother with parliament and elections” and one-third (33%) believe “the UK would be a be a better place if the army was in charge.”
- Uncertainty in who and what to trust: Young people have flatter hierarchies of trust across media, having confidence in posts from friends (58%) and influencers (42%) as much as—and sometimes more than—established journalism. One-third (33%) trust alternative internet-based media personalities vs 12% of 28-65s.