Twenty years on, the social media-savvy contestants will have greater power. His brutal approach to judging them will have to change, too

There is a moment in the trailer for Simon Cowell’s new Netflix show, The Next Act, that is almost touching in its adherence to the way things once were. Cowell, who we see on a variety of beige sofas primly clutching his knees, talks about how to curate a new boyband, 20 years after the launch of his first TV talent show. “There is a huge risk here,” he says, heavy with drama. “If this goes wrong, it will be: ‘Simon Cowell has lost it.’” In fact, as anyone who has an eye on dwindling audience figures for his existing shows knows, for the vast majority of 18- to 24-year-olds – or even for younger millennials – the more likely response will be, “Simon who?”

Which doesn’t mean that a new generation of viewers can’t be lured in by Cowell’s expertise. The question of whether 66-year-old Cowell can tweak a dusty and decades-old model has less to do with current music trends – just as well, since pop music has moved from TV to TikTok, which Cowell says he hates – than the music executive’s extremely well-tested ability to make good TV and bend his persona to align with the times. In the rollout of publicity for the new show, Cowell has made a good fist of expressing regret at how rude he used to be to contestants, apologising in the New York Times, after some cajoling, for “being a dick”, and putting his eye-rolling, grimacing performance as a judge down to the tedium of audition days rather than what most of us understood it to be: the extraction of lolz out of confused individuals who had the misfortune to appear on his shows.

Emma Brockes is a Guardian columnist