The future of TV: How Gen Z is reshaping the way we tell stories

Something fascinating is happening in the world of media - Gen Z is completely changing how we connect with audiences. I've been diving into Channel 4 's eye-opening report, Gen Z: Trends, Truth and Trust released yesterday and honestly, it spells it out clearly: the old ways of doing things just don’t cut it anymore.

A bit about trust (and why it's not quite what it used to be)

Whilst previous generations relied on traditional news sources, Gen Z's trust patterns look quite different. 38% of Gen Z trust influencers just as much as mainstream media. It's quite remarkable when you think about it - a YouTuber's take can carry as much weight as a full-blown investigative report.

What's particularly fascinating is how they engage with content. They love curating their own media experience, but the moment algorithms start pushing content at them, they tend to switch off. In other words, if it doesn't feel genuine, they're not having any of it.

What can we do differently?

To stay relevant, we need to shift our approach. Gen Z builds trust through authenticity, relatability, and nuance. Here's what seems to work rather well:

1. Tell stories from different perspectives

This audience doesn’t buy into the idea of a single truth. They want layered, multi-angled storytelling that lets them draw their own conclusions. 55% of Gen Z believe that wealth at birth matters more for success than hard work, which means narratives that only showcase individual ambition without acknowledging systemic challenges can feel out of touch. Take Squid Game, for example - the show resonated globally because it blended personal struggle with sharp social commentary on economic disparity.

2. Keep it real

Gen Z can sniff out ‘performative activism’ a mile away. Take the backlash against corporate Pride campaigns that only roll out rainbow logos in June but fail to back LGBTQ+ rights year-round. Or the way some sustainability campaigns get called out for greenwashing. Young audiences want brands and media organisations to do the work, not just talk about it. If we want to tell purpose-driven stories, they need to be genuine, consistent, and backed up with real action.

3. Make content a two-way street

Broadcasting to audiences simply isn't enough anymore. If we really want to engage, we need to co-create with our audiences, involve them in the conversation, and give them platforms to tell their own stories. An example is the work we are doing at Together TV...

When it works, it really works

At Together TV , our Diverse Film Fund proves that meaningful content doesn’t just tick boxes - it resonates. By funding emerging filmmakers from underrepresented backgrounds, we created films that deeply engaged the communities involved, sparking conversations and industry recognition. The result? A BAFTA award, strong engagement from filmmakers and audiences alike, and a lasting impact within the wider filmmaking community. That’s the power of real, inclusive storytelling.

Looking ahead

If media brands want to stay in the game, the message is clear:

? Ditch the corporate voice - lean into authentic, audience-driven storytelling. Look at Netflix’s Top Boy, which resonated deeply with young audiences because it reflected real-life experiences, rather than a sanitised TV version of urban life.

? Accept that trust comes from context, not authority - we need to engage in a way that respects their worldview. Channel 4’s report found that 62% of Gen Z believe there is one law for the rich and another for the poor, showing that trust is built by acknowledging and addressing these perceptions in storytelling.

? Meet audiences where they are - social platforms, interactive content, and real conversations matter more than ever. TikTok’s #BookTok phenomenon has driven sales for independent authors by fostering genuine peer-led recommendations, demonstrating how media consumption now thrives on participatory engagement.

The days of shouting messages at audiences are (thankfully, if I may) over. If we want to build trust and engagement, we need to start listening, collaborating, and creating content with them.

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I'm passionate about making media that truly connects with people. I am happy to read your comments and thoughts!