The entertainment landscape has undergone a seismic shift in recent years, with streaming services and social media platforms like TikTok reshaping how content is consumed and influencing ever-dwindling attention spans. Hollywood executives grapple with this evolving environment, searching for the formula to capture and retain the elusive youth audience. The solution, however, may be simpler than they think: listen to the teens themselves. Dr. Yalda T. Uhls, founder and executive director of the Center for Scholars & Storytellers (CSS) at UCLA, has dedicated her career to understanding adolescent media consumption, providing valuable insights into what resonates with this demographic. Her Teens and Screens 2024 Report, based on a survey of over 1,600 adolescents, reveals a desire for authentic, relatable content that avoids the “cringe” factor often associated with portrayals of social media and the lives of the rich and famous.
The report highlights a significant disconnect between how social media is portrayed in scripted media and how teens experience it in reality. A large percentage of respondents found these portrayals to be out of touch, emphasizing the importance of authenticity in storytelling. Furthermore, stories centered on wealth and fame hold little appeal for today’s youth, ranking as the least popular content type for the third consecutive year. Instead, adolescents express a strong preference for narratives that explore platonic relationships, escapism, and adventure. The “nomance” trend, focusing on friendships over romantic relationships, resonated strongly, while the popularity of fantasy content saw a substantial increase, suggesting a desire for imaginative and immersive experiences.
Contrary to industry assumptions, Dr. Uhls’ research demonstrates that movies remain the preferred entertainment choice for adolescents, outpacing other activities like sports when considering ideal scenarios without time or financial constraints. This underscores the enduring power of cinematic storytelling, provided the content aligns with the evolving tastes and preferences of young viewers. The challenge for Hollywood lies in adapting to these changing dynamics and abandoning outdated models of content evaluation. The traditional MPAA rating system, for instance, is criticized for its lack of nuance in addressing the complexities of modern media. Dr. Uhls advocates for a more comprehensive approach, considering the overall context and potential impact of content on different age groups.
A key obstacle to understanding adolescent viewers is the generational gap between studio executives and their target audience. Relying on personal experiences or limited perspectives, often shaped by privileged environments, can lead to misinterpretations of what resonates with a diverse youth population. Dr. Uhls emphasizes the need for greater representation and inclusivity in storytelling, reflecting the varied experiences and perspectives of adolescents across the country. This requires moving beyond the stereotypical portrayals of teen life and embracing narratives that address their genuine concerns and aspirations.
Dr. Uhls’ research offers concrete examples of content that successfully captures the attention of young viewers. Shows like Netflix’s “Big Mouth,” with its humorous yet insightful approach to puberty, and the Broadway adaptation of “Wicked,” which blends fantasy, friendship, and social commentary, demonstrate the potential for engaging storytelling that aligns with adolescent interests. These examples showcase how entertainment can be both commercially successful and relevant to the lives of young people, without resorting to sensationalism or tired tropes.
The key takeaway from Dr. Uhls’ work is the importance of authentic and relatable storytelling. Adolescents are not rejecting traditional media; they are rejecting inauthentic portrayals of their lives and experiences. By embracing diversity, prioritizing platonic relationships, and exploring themes of escapism and adventure, Hollywood can create content that resonates with young audiences and fosters a deeper connection. This requires a shift in perspective, moving away from outdated assumptions and embracing the insights of research to understand the evolving needs and preferences of the next generation of viewers. The future of entertainment lies in bridging the gap between creators and consumers, listening to the voices of adolescents, and crafting stories that reflect their authentic experiences.
