Advertisers Shift Focus to Generation Alpha: The Next Big Audience

Generation Alpha, born between 2011 and 2025, is already catching the attention of major brands like YouTube and Netflix. Though they are no older than 14, this generation is proving to have significant influence and purchasing power. Mark McCrindle, an Australian social researcher, described them as “the most technologically savvy and materially endowed generation ever.”

As digital natives, Gen A is even more comfortable with technology than their Gen Z predecessors. They have grown up with mobile phones and online platforms, making them a key demographic for advertisers.

A recent survey revealed YouTube has surpassed Netflix in popularity among Gen A, showcasing the rapid shift in media consumption habits. TikTok also remains a favorite for both Gen Z and Gen A, reflecting the continued dominance of short-form content.

However, experts have raised concerns about the social well-being of Gen Alpha. Studies have shown that many children in this group feel isolated, with social media and cultural divisions contributing to a rise in loneliness.

While advertisers are eager to reach this young, tech-savvy audience, the long-term effects of their social habits and screen time remain to be seen.