Gen Alpha Digital Habits 2025

Gen Alpha’s Digital World Centers Around YouTube—for Now

Report by Paola Flores-Marquez  | Jan 23, 2025
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Executive Summary
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Table of Contents
Executive Summary
Gen Alphas are claiming more digital space
YouTube dominates children’s programming
When not watching videos, Gen Alphas are gaming
Social media usage is rising among elder Gen Alphas
What does this mean for advertisers?
Sources
Media Gallery
About This Report
Nearly three-quarters of Gen Alphas (ages 1 to 12) are online. This means they will likely be more adept than their predecessors at navigating digital spaces and using tech.
Topics
Children
Digital Video
Video Advertising
United States
Table of Contents
Executive Summary
Gen Alphas are claiming more digital space
YouTube dominates children’s programming
When not watching videos, Gen Alphas are gaming
Social media usage is rising among elder Gen Alphas
What does this mean for advertisers?
Sources
Media Gallery

Gen Alphas are currently ages 1 to 12, and the eldest are already online despite age restrictions on most platforms. YouTube is their most frequently used digital channel, but TikTok and Instagram are on the verge of widescale adoption as the eldest Gen Alphas get their first smartphones. In the meantime, many of them are hanging out virtually on Roblox.

Key Question: Where are Gen Alphas spending their digital time?

YouTube Will Overtake Linear TV in Viewership Among US Children by 2026 (% of US children who watch YouTube and linear TV at least once a month, 2020-2026)
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Key Stat: YouTube adoption among children under 12 will surpass that of linear television by 2026 due to a combination of cord-cutting and YouTube’s accessibility.

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Table of Contents

  1. Executive Summary
  2. Gen Alphas are claiming more digital space
  3. YouTube dominates children’s programming
  1. When not watching videos, Gen Alphas are gaming
  2. Social media usage is rising among elder Gen Alphas
  3. What does this mean for advertisers?
  1. Sources
  2. Media Gallery

Charts in This Report

YouTube Will Overtake Linear TV in Viewership Among US Children by 2026 (% of US children who watch YouTube and linear TV at least once a month, 2020-2026)More Than Half of Gen Alphas Used a Device That Connects to the Internet in 2024 (% of US children who use the mentioned device at least once per month, 2024)
Children Have the Biggest Influence on Food, Shopping, and Entertainment Decisions (% of US parents whose likelihood of certain consumer behaviors are impacted by their children, by activity, March 2024)Gen Alpha Is More Than Twice as Likely to Recall YouTube Ads Than Broadcast TV or VOD Ads (% of US children, May 2024)
US Gen Alpha Mobile Gamers Love Roblox the Most but Also Like Subway Surfers and Disney Apps (% of US Gen Alpha mobile gamers, by age, May 2024)Roblox Shows Steady Double-Digit Growth Among Children Ages 14 and Under (% of US Roblox players, by age, 2020-2024)
Social Media Usage Increases as Children Grow Closer to Their Teens According to Parents (% of US parents with children who use social media, by child's age and platform, March 2024)Gen Alpha Parents Buy Haircare/Skincare Products at a Much Higher Rate Than the General Population (% of US parents of children ages 6-11 vs. total parents, by product category, April 2024)
Gen Alpha Are More Likely to Use YouTube Shorts Than Facebook, Instagram, and Snapchat (% of US Gen Alpha, by platform, May 2024)

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authors

Paola Flores-Marquez

Contributors

Suzy Davidkhanian
VP, Content
Nikolai Dineros
Donte Gibson
Senior Charts Editor
Penelope Lin
Director, Data Visualization
David Morris
Principal Analyst
Jennifer Pearson
VP, Research
Heather Sprung
Senior Editor
Emman Velasco
Chart Editor