Just when you thought you had Millennials and Gen Z figured out, here comes Gen Alpha—savvy, screen-loving, and already making waves in the marketing world. While some of them are still figuring out how to tie their shoes, others are influencing their Millennial parents’ shopping habits with surprising authority. A study from DKC Analytics found that 95% of Millennial parents learn about new brands from their kids, and nearly half (49%) say they’re impacted by their child’s opinions about products. That’s some serious purchasing power coming from the back seat of a minivan.
So, what makes Gen Alpha tick? And more importantly, how can brands connect with this emerging powerhouse? Let’s break it down.
Who is Generation Alpha?
Born entirely in the 21st century, Gen Alpha is set to be the largest generational cohort in history, with numbers projected to hit 2.2 billion worldwide by the end of 2024. By 2025, they’ll outnumber Baby Boomers. They are also the most diverse generation in U.S. history, with 26% identifying as Hispanic and 7% as multiracial, according to the U.S. Census Bureau. Marketers, take note: This is a generation that expects diversity and inclusivity—not just in their peer groups, but in the brands they engage with.
Gen Alpha & TV: A New Kind of Viewing Experience
Think Gen Alpha isn’t watching TV? Think again. They’re just redefining what “watching TV” means. While their Millennial parents grew up waiting for their favorite shows to air, Gen Alpha has grown up with on-demand content, multi-screen engagement, and personalized streaming algorithms. Traditional linear TV still has a place in their world—especially for family-friendly programming and major cultural events—but Connected TV (CTV), YouTube, and streaming platforms are their playground.
According to Mintel, 96% of Gen Alpha engages with at least one social media platform daily, with YouTube (84%) leading the way, followed by TikTok (70%) and Instagram (65%). But it’s not just about short-form content—longer TV and video formats still captivate them. The rise of ad-supported streaming services means brands have an opportunity to reach them where they’re actively consuming content. That’s where Diray Media comes in. Our expertise in TV advertising—spanning both traditional and digital channels—ensures brands can connect with Gen Alpha across the platforms they love most.
A Generation That Stands for Something
Gen Alpha isn’t just consuming content; they’re shaping conversations around it. This generation prioritizes kindness, inclusivity, and social responsibility. Research from GWI shows that 61% believe in “helping others,” and 51% say preventing bullying and ensuring equality are top priorities. Climate change is also on their radar—87% believe it’s their generation’s job to stop it from getting worse (Axios). They’re not just watching ads; they’re evaluating what brands stand for.
That means businesses must go beyond catchy slogans. They need to be authentic, socially responsible, and demonstrate values in ways that resonate with young consumers—and their parents, who ultimately hold the credit card.
Gaming & Screen Time: More Than Just Play
While they love their screens, Gen Alpha is surprisingly self-aware about screen time. Kantar reports that 62% actively try to manage how much time they spend online. But when they do engage, they go all in—especially with gaming. A staggering 98% of Gen Alpha plays video games, with 80% logging two or more hours per day. And forget the stereotype of gaming as an isolated activity; for this generation, gaming is social. Platforms like Twitch, Discord, and in-game chat features make gaming a communal experience, giving brands an entry point for engagement through partnerships, sponsorships, and in-game activations.
How They Spend (Yes, They Have Money!)
It’s not just their parents’ wallets they’re influencing—Gen Alpha has their own spending power. On average, they receive $45 per week through allowances, chores, and reselling online. That number jumps to $100 for kids in high-income households. And they’re smart shoppers. They already understand corporate values, with 69% demonstrating brand awareness around issues like diversity, equity, inclusion, and sustainability.
So where are they shopping? Walmart, Amazon, Target, Nike, and GameStop top the list. When it comes to brand loyalty, Nike, Amazon, Apple, Lego, and Disney are clear winners. Brands that can seamlessly integrate their messaging across TV, digital, and gaming spaces will capture this audience early—and keep them engaged for years to come.
The Gen Alpha Takeaway: Why TV Still Matters
At Diray Media, we know that Gen Alpha may be digital-first, but they’re far from TV-averse. They consume content across multiple platforms, blending streaming, linear TV, and social media into one seamless experience. That’s why a strategic, omnichannel approach to TV advertising is more critical than ever. By blending traditional TV placements with CTV, YouTube, and in-game integrations, brands can build trust, drive engagement, and create lasting connections with this emerging powerhouse generation.
The future of advertising isn’t about choosing between TV and digital—it’s about making them work together. Let’s build a strategy that puts your brand where Gen Alpha is already watching, engaging, and influencing. Ready to make an impact? Let’s talk.