Generation Alpha, the cohort born from 2010 onwards, is growing up in a digital-first environment. Their media consumption habits are significantly influenced by the availability of technology and the internet from a very young age. Here’s a snapshot of their current habits and potential future trends:
Current Media Consumption Habits:
High Social Media Usage: Gen Alpha is already showing a preference for social media platforms, with a particular interest in visual and interactive content.
Heavy Streaming Video Daily: A significant portion of Gen Alpha, including children as young as 0-4 years old, are streaming video content daily.
Among US digital video viewers under 12, 97.3% will be YouTube viewers this year. YouTube was named the coolest brand by Gen Alpha in 2023, according to kids-focused research firm Beano Brain.
Tablets and VR: Tablets are widely used among this generation, with nearly half owning one. They also spend a considerable amount of time on desktop computers and VR headsets.
Future Trends:
Virtual Reality (VR) and Augmented Reality (AR) are this generation’s consumption future: As technology advances, VR and AR experiences are likely to become more mainstream, offering new ways for Gen Alpha to engage with content.
Influencer Impact: Influencers on platforms like YouTube and Instagram are likely to continue shaping the purchasing decisions and preferences of Gen Alpha.
Gaming: Interactive gaming, including platforms that offer live concert experiences and social interaction, will likely remain a significant part of their media engagement.
Radio and Music Consumption:
Traditional radio listening will likely decline as Gen Alpha shows a preference for streaming services and on-demand content. However, radio has the potential to evolve to remain relevant through digital platforms and integration with smart devices, retargeting its content and marketing this new approach to those under 35.
Social Media Platforms:
Visual Platforms: Gen Alpha is expected to favor visually-driven social media apps like TikTok, Instagram, and Snapchat.
YouTube and Disney+: These platforms are currently among the most used by Gen Alpha, indicating a strong preference for video content
So, Gen Alpha’s media consumption is characterized by a strong inclination towards digital, visual, and interactive content. Their future media habits will likely be shaped by technological advancements, with a continued focus on platforms that offer personalized and immersive experiences. If Traditional media like radio wants capture some of this generation’s media time it will need to adapt to these changing preferences to maintain relevance with this generation.
Bridge Ratings Media Research