The former X Factor judge is back, auditioning boyband wannabes for his latest talent show – but gen Z doesn’t seem to care very much, or even know who he is

Have we gone back in time to 2010? If only! No, Simon Cowell is just back in the headlines, reasserting his svengali status for his new Netflix show. Reviews suggest that Cowell’s attempted comeback, 15 years since his celebrity peak, highlights less his particular star power than how totally the world has moved on. But is there anything to learn from SyCo now, and will his new boyband work? Let’s see!

1. Cowell is chasing a new direction