TAKEAWAY 3
Media marvels
Entertaining Gen Alpha
Gen Alpha are the ViewMasters
Today’s youngest generation isn’t just watching content, they’re curating it. With 47% of Gen Alpha influencing what’s on TV, they’ve become the household’s unofficial program directors.
And they’re not doing it alone. With 83% of parents watching TV alongside their kids, screenbonding has become a defining feature of modern family life, where shared screens foster shared moments, blending nostalgia, discovery, and connection across generations.
of parents watch TV together with their Gen Alpha kids
YouTube and TikTok are primary media platforms with YouTube ads and influencer content as leading inspiration sources for purchases.
51% first hear about brands through YouTube videos and 56% of Gen Alpha’s retail choices are directly influenced by unboxing videos or other online shopping content. (Sources: Razorfish & Morning Consult, 2023, US)
Top 5 video content Gen Alpha loves to watch
1. Funny videos 2. Cartoon animations 3. Cute, funny animals 4. Video gaming-related 5. Unboxing, toys & surprises
But they are also gameheads, 97% loves games.
While not UK-specific, US Gen Alpha reportedly spent 130 minutes per day on Roblox and 112 minutes on TikTok in 2023. (Source: Marketing Dive 2024)
48% of Gen Alphas engage with gaming beyond the games including visiting online gaming communities, watching streams and socializing with other gamers. (Source: Newzoo, 2024, Global)
CASE
NFL x Roblox
In February 2024, the NFL collaborated with Nickelodeon and Gamefam to launch a SpongeBob SquarePants-themed event on Roblox, coinciding with Super Bowl LVIII. This initiative aimed to engage younger (Alpha) audiences by merging sports with interactive digital experiences, leveraging beloved characters and popular gaming platforms to create immersive fan engagements.
of parents consider screens an essential part of raising Gen Alpha children
Because thanks to gaming and social media, my child...
learns other skills
learns to make/build things
gains knowledge
learns to work together
learns to communicate
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