Do you think Gen Z live and breathe TikTok and YouTube? Think again. A British Council survey has found that young British people still believe traditional screen entertainment shapes culture more powerfully than anything the digital world can offer.
When asked to name the sectors with the greatest potential to put British culture on the global map, film and TV came out on top, followed by music and fashion. Digital content creation trailed behind all three.
The study, which surveyed young people aged 16 to 24 across the UK, asked Gen Z which creative sectors they think will have the greatest influence on global culture over the next ten years. Film and television came out on top by a significant margin, chosen by 38% of respondents. Digital content creation, despite being the medium many of them grew up making and consuming, came in at just 22%, behind music (29%), fashion (28%) and video games (23%).
A generation that looks outward
The findings paint a picture of a generation that is globally minded. Nearly three-quarters of those surveyed said that engaging with other countries' cultures helps the UK learn from the rest of the world, and two-thirds said it makes British culture more exciting and strengthens international relationships. Positive attitudes toward international culture were strongest in Northern Ireland, Scotland and major cities like London and Manchester, though the survey also found a pragmatic streak running through the generation: between 30% and 50% of respondents described international culture as either "nice to have" or "not a priority", suggesting that enthusiasm for cultural exchange, while genuine, is not universal.
When it comes to how young people connect with culture from beyond their own borders, social media leads the way by a considerable distance. Nearly half (49%) said TikTok, Instagram and YouTube are their primary window onto the world, followed by international food (39%), music from abroad (38%), international films and television (29%) and fashion (18%). Fewer than one in twenty said they do not engage with international culture at all.
More traditional than you might think
Closer to home, the ways Gen Z connect with British culture are perhaps more traditional than many might think. The most common answer was traditional British food and drink (32%), followed by watching British TV and film (30%), family traditions that blend cultures and generations (28%), bank holidays and long weekends (26%) and sports (22%). Women tended to emphasise food, family and holidays, while men leaned toward sports and festivals. Younger respondents engaged more broadly with media and popular culture, while those in their early twenties were more likely to focus on home and family.
The faces of British film
When it comes to the faces Gen Z associate with British cultural power, the results are revealing. Tom Holland, best known as Marvel's Spider-Man, was named the most internationally impactful UK actor by 35% of respondents, comfortably ahead of established names like Tom Hardy, Benedict Cumberbatch and Henry Cavill. Millie Bobby Brown, who shot to fame in Stranger Things, came second among female actors, ahead of Florence Pugh and Emily Blunt. The fact that both are so closely associated with major franchises points to a broader pattern: influence among Gen Z is increasingly fragmented, and for many young people, it is the world-building of a Marvel film or a Netflix phenomenon rather than an individual performance that lodges in the memory.
Around one in ten respondents felt that no UK actor has had a truly significant global impact. That said, the survey also picked up recognition for actors well outside the blockbuster mainstream, with Damson Idris, Ashley Walters and Mark Rylance all registering, suggesting that Gen Z's cultural radar is broader than it might first appear.
Behind the camera, Christopher Nolan was voted the most influential director of the past decade, while Emerald Fennell led the rankings among female directors. Sam Mendes came in second overall, with Matthew Vaughn, Guy Ritchie and Edgar Wright also registering strongly. Here too, a note of scepticism crept in: 15% felt no director had made a major global impact, suggesting that for many in the Gen Z generation, influence is increasingly tied to franchises and actors rather than the person calling the shots.
Style icons old and new
Fashion threw up one of the survey's most striking results. Harry Styles was voted the most influential British fashion figure by 26% of respondents, ahead of the late Dame Vivienne Westwood and Victoria Beckham. His appeal cuts across gender lines in a way that most fashion figures do not, reflecting a broader shift toward celebrity-driven, inclusive style. Charli XCX and Molly-Mae Hague also featured prominently among younger respondents, while Kate Moss retained a degree of legacy recognition. It suggests that celebrity-driven style now carries at least as much cultural weight as the work of established designers.
The sound of a generation
In music, American hip hop dominates what young British people listen to internationally, with 40% citing it as their top genre. K-pop and country both came in at 21%, followed by Afrobeats and reggae. Regional tastes vary more than you might expect: Cardiff and Liverpool show a preference for country, while Glasgow and Newcastle lean toward K-pop. London shows a particular affinity for Afrobeats. There is also a clear generational split within Gen Z itself: younger respondents aged 16 to 18 gravitate toward urban and contemporary pop and rap, while those in their early twenties are more likely to favour mainstream, established artists.
When it comes to British musicians with global recognition, Ed Sheeran leads the field (23%), followed by Adele (18%) and Coldplay (16%). All three dominate consistently across ages and regions. Central Cee (13%) stands out as the strongest contemporary urban act, particularly among 19 to 22-year-olds in London. Regional music scenes also shape recognition in telling ways: Scotland picks out Lewis Capaldi and Calvin Harris, while the North West rallies around Oasis and the Arctic Monkeys.
The written word
Literature is the one area where a single figure still dominates completely. J.K. Rowling was recognised by nearly 40% of respondents as the most globally significant British author, a commanding lead over anyone else in the field. For younger respondents in particular, recognition tends to cluster around children's and young adult literature, with David Walliams, Jacqueline Wilson and Michael Morpurgo all registering strongly among the under-20s. Around 14% said they could not name a British author they recognised, pointing to a gap in engagement with contemporary writing that sits somewhat at odds with the generation's enthusiasm for storytelling in other forms.
The digital divide
Where digital creators do hold sway, the landscape breaks down in interesting ways. KSI is the most cited name overall (28%), followed by The Sidemen and Beta Squad. But there is a clear gender divide: men overwhelmingly favour KSI, while women are more drawn to The Sidemen and Molly-Mae Hague. Age matters too; younger Gen Z tend to prefer fast-paced YouTubers, while those in their early twenties are more interested in lifestyle personalities like Zoe Sugg and Joe Wicks. Around 9% felt that no UK digital creator has had a significant global impact, echoing the broader picture of an increasingly fragmented cultural landscape.
What the research makes clear is that even a generation raised on smartphones and social media still looks to the big and small screen when thinking about what makes British culture matter to the world. The stories told on screen, it turns out, still carry a unique kind of weight.