Gen Z ranks film and TV as having the greatest potential to shape global culture in the next decade, according to a new study.
A new British Council survey has found that Gen Z find film and television nearly twice as influential as digital creators for shaping UK culture.
38% of the “digital-first” generation believe UK film and TV will have the greatest cultural influence, compared to just 22% who voted for digital content creation.
The research surveyed 2,500 16–24-year-olds across England, Scotland, Wales, and Northern Ireland to explore how young people engage with UK culture today and how they see its influence on the world.
The findings show that Gen Z believe the UK’s film, television, music, and fashion industries will have the greatest impact on global culture over the next decade.
More than two-thirds (67%) of respondents also felt that cultural exchange and opportunities to experience other countries’ cultures strengthen international relationships.
Music, fashion and gaming sectors all outperform digital content creation
Young people surveyed chose film & TV (38%), music (29%), fashion (28%), video games (23%), and digital content (22%) when asked which UK sectors have the most potential to influence global culture in the next decade. Film and television lead nationwide, while gaming and interactive entertainment are strongest among 16–18-year-olds.
A generational split emerges in fashion, with Harry Styles (26%) voted the most influential British fashion figure overall, surpassing industry titans including the late Dame Vivienne Westwood (22%) and Victoria Beckham (20%). The finding suggests celebrity-driven style influence now rivals traditional designers.
In music, US Hip Hop (40%) dominates international music tastes, followed by K-pop (21%), Country (21%), Afrobeats (19%), and Reggae (17%). London leads on Afrobeats, while Brighton and Glasgow have strong K-pop followings.
From the MCU to the Upside Down
Tom Holland (35%) and Millie Bobby Brown (23%) emerge as Gen Z's most internationally impactful UK actors - with Holland outranking Tom Hardy, Benedict Cumberbatch and Henry Cavill, whilst Brown surpasses Hollywood A-listers Florence Pugh and Emily Blunt.
Christopher Nolan (28%) is crowned the most influential director of the past decade, with Emerald Fennell (11.6%) leading among female directors.
Digital divide
Where digital content does resonate, KSI (28%), The Sidemen (25%) and Beta Squad (17%) dominate, although with a notable gender split. Amongst men, 34% cite KSI as having the biggest impact, whilst women favour The Sidemen (23%) and Molly-Mae Hague (22%).
Age also plays a role in shaping preferences. Younger Gen Z (16–20) gravitate toward fast-paced, social-media-native YouTubers, while older Gen Z (21–24) show greater interest in lifestyle and established online personalities, including Molly-Mae Hague (14%), Zoe Sugg (12%), and Joe Wicks (11%).
Global outlook
The findings reveal a globally-minded generation: 72% say experiencing global culture helps the UK learn from other countries, 67% believe it makes UK culture more exciting, and 67% say it strengthens international relationships. These figures combine those who “strongly agree” and “somewhat agree”.
Ruth Mackenzie, Director of Arts at the British Council, said: “Young people are the future leaders and shapers of the creative industries, as well as its consumers, so it’s encouraging that our research shows film and TV remain the most influential cultural touchpoints for them. Digital content in all its forms continues to be a vital platform for British storytelling that inspires and resonates with this generation.”
Briony Hanson, Director of Film at the British Council, said: “What’s clear from this research is that film and television hold a uniquely strong place in Gen Z’s cultural landscape. Even with numerous ways to consume and create content, young people still perceive the biggest cultural impact as coming from the stories told on screen.
“That confidence in the power of British film and TV speaks to the reach and relevance of our screen industries and to the role they continue to play in how the next generation connects with culture, both here in the UK and around the world.”