The Rise of Generation Alpha: Digital Natives Redefining Entertainment

Abr 22, 2024

The Emerging Sportech Opportunity


Children and adolescents from Generation Alpha, born between 2010 and 2024, have grown up immersed in the digital era, skillfully handling smartphones and tablets from an early age. This generation is characterized by its ability to navigate the vast world of the internet, easily adapting to the multiple platforms and digital media that make up their daily environment.

Although YouTube and other digital platforms are favored by Generation Alpha, surprisingly, traditional linear television remains significant, especially among children under 12. According to eMarketer data, these children will spend an hour and 17 minutes daily on traditional TV in 2024, more than any other age group under 35. This phenomenon is partly explained because platforms like TikTok, very popular among the youth, require users to be at least 13 years old to create an account, and many children often watch TV in the company of family members, which strengthens their connection to this medium.

However, the trend indicates that interest in linear TV is declining as OTT platforms gain ground. Digital video and connected TV have lower penetration among children under 12 compared to other age groups, possibly because many of them are too young to interact with these technologies independently.

On the other hand, podcasts are notably capturing the attention of this generation. The number of children between 8 and 15 years old who regularly listen to podcasts increased by 13% year-over-year, reaching 26% in the first quarter of 2022. This medium adds to YouTube, which not only dominates as a digital content consumption platform for Generation Alpha but was also considered the coolest brand by children in 2023, according to a report by Beano Brain.

YouTube hosts channels with content specifically designed for children, such as MrBeast, Cocomelon – Nursery Rhymes, Kids Diana Show, Vlad and Niki, and Like Nastya, which collectively amass hundreds of millions of subscribers. In addition, platforms like Netflix and Disney+ also play a significant role in the digital video consumption of minors, though with a smaller reach compared to YouTube.

Despite age restrictions on platforms like TikTok, 21.5% of Generation Alpha users with mobile phones in the United States will use this social network in 2024, often accessing it through other users’ accounts or circumventing the established age limits.

Generation Alpha’s interests are not limited to visual and auditory content; they are also deeply involved in the world of gaming. Games like Minecraft, Roblox, and Fortnite are immensely popular, and given that 26% of these young people live in homes equipped with virtual reality technology, the opportunities for brands in the field of gaming-focused marketing are significant and promising.

In summary, Generation Alpha is a demographic group that, although very young, is setting clear patterns in the consumption of both digital and traditional media. Their behavior offers valuable insights for future marketing strategies, especially in areas such as digital entertainment, education, and interactive gaming.

Stay tuned!