"Gen Z discovering TV shows mainly through social media, Channel 4 says" - The Guardian

The water-cooler era of TV is over — if a show doesn’t trend on TikTok, Gen Z probably won’t see it. Channel 4 executives say younger viewers increasingly discover programs through viral social media moments, not traditional TV schedules.

Chief content officer Ian Katz cited Virgin Island — a reality show about adults on an intimacy course — as proof that social buzz now drives awareness. “It takes a show to become a social hit for a young audience to know it exists,” he said.

Outgoing CEO Alex Mahon noted that 44% of Gen Z’s video time is spent on social platforms and another 22% on YouTube, prompting Channel 4 to plan new content for Spotify and expand its digital reach.

Financially, Channel 4 cut its deficit from £52m to £2m last year, with revenues slightly up to £1bn. Executive pay rose by nearly a third despite recent job cuts, with Mahon earning £1.29m.

As part of a broader strategy, Channel 4 will begin creating its own in-house studio content — a controversial move opposed by independent producers who fear it will shrink their market share. The broadcaster says it will reinvest profits and raise its indie quota to 35% by 2026.

Original article: https://www.theguardian.com/media/2025/may/21/channel-4-gen-z-social-media