Simon Cowell is embarking on a high-stakes mission to discover the next global boyband, two decades after his first TV talent show revolutionised the industry. His new Netflix series, The Next Act, promises a fresh search for pop stardom, but the landscape—and the contestants—have changed dramatically since the heyday of The X Factor.
The Relaunch of a Tired Formula
In the trailer for the show, filmed in June 2024, a 66-year-old Cowell acknowledges the gamble. "There is a huge risk here," he states, perched on a beige sofa. "If this goes wrong, it will be: 'Simon Cowell has lost it.'" For many in the key 18-24 demographic, however, the more pertinent question might be 'Simon who?', as audience figures for his legacy shows have dwindled.
The challenge is not about spotting the next musical trend—pop has largely migrated from TV to platforms like TikTok, which Cowell openly dislikes—but about whether the veteran music executive can update a decades-old format. His strategy involves a public softening of his once-notorious persona. In recent publicity, he has expressed regret for his past rudeness to contestants, even apologising in the New York Times for "being a dick," attributing his eye-rolling antics to the boredom of long audition days.
A Softer Simon for a New Era
This contrition is not entirely new; Cowell has made similar noises for over 15 years. Yet, The Next Act appears designed to present an older, more mellow figure. The show incorporates his longtime girlfriend, Lauren Silverman, and glimpses of their 11-year-old son, Eric, framing Cowell within a domestic context far removed from the caustic judge of old.
The central intrigue may lie less with Cowell's transformation and more with the contestants themselves. The young men auditioning, from Gen Z or even Gen Alpha, are natives of a world where personal branding is second nature. Cowell's early reality shows were precursors to 'mining your life for content,' but today's hopefuls arrive with established social media followings and a firm grasp on their own narratives.
Power Shift: From Judge to Contestant
This represents a significant power shift. In the mid-2000s, contestants relied on the show's platform to tell their stories. Now, their digital presence ensures they retain greater ownership from the outset. Cowell, who claims to hate phones and avoid online reading, must navigate this new dynamic where the contestants are co-creators of their fame.
The ultimate test will be whether Cowell, whose resting face famously conveys incredulity, can project the warmer, more collaborative tone the current era demands. The Next Act is more than a search for singing talent; it's an experiment in whether a defining figure of 2000s television can successfully recalibrate his act for the 2020s. The first episode will reveal if the old master still has the touch, or if the world has finally changed beyond his reach.
