From Z to A: How Media and Entertainment Brands Can Adapt to Generation Alpha

By Amy Castillo, VP, Strategy + Innovation and John Enoch, VP + Client Partner at Material

Today, Gen Z is the generation commanding most of the business world’s attention – and for good reason. With more than 69 million people in the U.S. and nearly 2 billion worldwide, Gen Z is maturing into its spending power and will continue shaping markets for decades.

But entertainment companies that focus on Gen Z alone risk missing the next wave of growth: Generation Alpha, ages 0-15. This cohort – even larger than Gen Z – is the first to be born entirely in the 21st century, and its relationship with media and entertainment is unlike anything that’s come before.

Despite being too young to enter the workforce, Gen Alpha is vocal, influential and already defining what entertainment means for the next decade and beyond. For entertainment companies, studios and content producers, the time to adapt is now – and that starts with understanding what makes Gen Alpha so different.

What Sets Gen Alpha Apart

Alphas are the first generation to live in a fully digital world. 43% have a tablet by the time they’re six years old, and 58% own a smartphone by age 10. Their screen time dwarfs that of older cohorts: half stream video daily and more than 80% of parents say their Alpha children spend 7–8 hours a day on mobile devices.

But Gen Alpha doesn’t just consume entertainment – they want to shape it. 83% play video games on a weekly basis, and many Gen Alpha gamers blur the line between “player” and “producer” by creating their own gameplay videos, reaction clips, remixes and fan edits. For this generation, gaming content creation has become a form of social play.

They are also growing up alongside AI. Personalized recommendation algorithms from YouTube, TikTok, Spotify and Netflix shape what they see and expect – curated experiences designed “just for them.” They’re also drawn to micro- and nano-influencers who deliver tailored, authentic engagement. For Gen Alpha, entertainment isn’t just something you watch – it’s something you participate in, where interactivity and the option to shape experiences are key.

Six Strategies for Engaging Gen Alpha

Passive, one-size-fits-all entertainment won’t capture Gen Alpha’s imagination or hold their attention. To connect meaningfully with this cohort – and stay ahead of their rapidly evolving expectations – entertainment and media brands should consider six key strategies:

#1: Design for participation

From choose-your-own-adventure books and games to customizable avatars to remixable clips built for social sharing, Gen Alpha wants entertainment that gives them a sense of ownership and control. Even relatively simple feedback elements such as polls and quizzes can bring a participatory element to content – an essential ingredient for engagement with this generation.

#2: Make the most of short-form content

YouTube is by far the number-one viewing platform for Gen Alpha: with 78% viewership, it’s more than twice as popular as broadcast TV. What’s more, viewing of YouTube Shorts grew 32% year-over-year between 2023 and 2024. Even traditional hits, like the seven-minute episodes of Bluey, reflect Alphas’ preference for quick, impactful storytelling.

Short-form content isn’t a replacement for long-form storytelling – it can be a gateway and a discovery engine. Brands can use shorts, TikToks and Reels to introduce characters, test new ideas and spark discovery that later expands into larger IP universes.

#3: Appeal to kids and caregivers alike

Today’s caregivers are more involved than ever, and that extends to co-viewing content with their kids. The most successful entertainment brands – think of Pixar’s beloved family hits – craft stories that resonate across generations. Engaging caregivers alongside their Alpha children strengthens emotional connection and can build long-term brand loyalty.

#4: Tell purposeful, inclusive stories

Gen Alpha is the most diverse generation in history, shaped by both demographic shifts and global connectivity. Going hand-in-hand with Gen Alpha’s multicultural awareness are their expressions of inclusivity: three-quarters of U.S. Alphas aged 12–14 believe all genders can use beauty products, for example, and brands like Barbie have thrived by embracing inclusive representation.

Entertainment that authentically reflects the diversity and inclusivity of Gen Alpha’s world will connect deeply. Content that doesn’t risks being dismissed as out of touch.

#5: Extend IP into play

Accustomed to augmented and virtual reality, Alphas expect to be able to plunge into their favorite fictional stories and worlds after the credits roll. To build engagement and loyalty with young audiences, entertainment brands should expand their franchises into immersive digital experiences and real-world playgrounds like the touring Harry Potter: The Exhibit or the Bluey, Peppa Pig and Paw Control experiences produced with CAMP.

#6: Listen, learn and iterate

Gen Alpha expects brands to listen – just like their parents do. Continuous research, social listening and qualitative exploration reveal the cues that keep content fresh and relevant. Entertainment companies that actively learn from Alphas’ feedback will be best positioned to evolve alongside them.

Align with Gen Alpha’s Expectations

Gen Alpha is redefining entertainment. They crave both bite-sized content and deep, immersive experiences. They expect personalization, interactivity and authenticity – and they see content creation itself as a form of entertainment.

For studios, streamers and content producers, the competition isn’t just other media companies — it’s gaming, social platforms and creators who understand how to meet this generation where they are.

To win their attention and loyalty, entertainment brands must expand beyond traditional definitions of “content.” Understanding which formats, themes and experiences will resonate requires data-driven insights and real-world engagement with this emerging generation.

Where to begin? Material has a 50-year legacy of partnering with the biggest names in entertainment to unlock audience intelligence and develop content and experiences that resonate. Consider a few initial research opportunities to build a deeper human of Gen Alpha:

1. Online Anthropology and Social Listening: Discover what matters and what resonates to Gen Alpha parents and kids by identifying key content themes and storytelling formats that drive – or inhibit – engagement.

2. Qualitative Exploration: Conduct in-depth interviews with parents and children to understand their content habits and choices, then follow-up with small-group interviews with Gen Alpha teens to further unpack how they navigate the entertainment landscape.

3. Quantitative Deep Dive: Build on learnings from social listening and qualitative engagements to further illuminate the Gen Alpha entertainment mindset, quantifying the relative importance of key elements and surfacing opportunities for innovation and engagement.

Interested in building your connections with this emerging audience? Contact us today to start the conversation.