Young Audiences Prefer Unknown Actors Over Stars, Study Finds

Hollywood's reliance on celebrity power and influencer marketing may not resonate with younger demographics, according to a recent UCLA study. The Center for Scholars & Storytellers' annual Teens and Screens Report, which surveyed over 1,500 individuals aged 10 to 24, reveals a strong preference for unknown actors and fresh faces in movies and television shows.

Nearly 40% of young respondents indicated they would rather see a newcomer, such as actor Inde Navarrette, on screen than an A-list star. In contrast, only 16.8% expressed a desire to see an influencer in a film or TV program, a finding that could challenge Hollywood's current strategies.

The study also highlighted a significant shift in how young people define and consume storytelling. YouTube emerged as the leading storytelling medium for this age group, with 72.9% of respondents identifying it as such. This placed it slightly ahead of traditional television shows (70.3%) and movies (70.2%). The report suggests that even AI-generated content is beginning to be recognized as a form of storytelling by these younger audiences.

"Young audiences want fresh faces, not familiar follower counts," stated Yalda Uhls, the study's senior author. "More would cast an unknown actor than a star, and almost none want an influencer. Our Youth Media Representation teens say it best: they want to see themselves, not the same celebrities on repeat."

Despite these preferences, the appeal of the cinematic experience remains strong. For the third consecutive year, respondents cited going to a new movie in a theater as their top desired weekend activity, assuming financial and logistical constraints were removed.

When it comes to preferred content, hopeful narratives about overcoming adversity ranked highest among teens' wishes. These were followed by stories focusing on friendships and relatable characters. Superheroes placed fifth in preference, while themes involving partying, drugs, and drinking were least desired.

The study also pointed to a desire for greater representation of neurodivergent characters, with 55% of respondents calling for more such roles. This comes at a time when only 2.8% of speaking or named characters in top-grossing films of 2025 had a disability. Furthermore, the report suggests that the casting of non-neurodivergent actors in these roles, a practice exemplified by Dustin Hoffman in 'Rain Man,' is no longer perceived as authentic by a majority of teens, with only 22.7% believing such portrayals ring true to real life most of the time.

The findings suggest a potential recalibration for the entertainment industry as it seeks to connect with Gen Z and Gen Alpha audiences, who appear to value authenticity and novelty over established stardom and online popularity.