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Generation Alpha, consisting of the children of Millennials, is a generation well acquainted with tech devices like tablets and smartphones, and they're also used to watching video content whether on streaming platforms or elsewhere. So what platforms are they watching the most?
Generation Alpha, consisting of the children of Millennials, is a generation well acquainted with tech devices like tablets and smartphones, and they're also used to watching video content whether on streaming platforms or elsewhere. So what platforms are they watching the most?
According to a new study by YPulse,* conducted among European Millennial parents, Netflix is the service most used by their children to watch videos each week. The American giant is cited by 53% of respondents. According to the study, parents appreciate the content on Netflix because of its diversity in terms of cast and character representation and storylines. This more inclusive offer appeals to both children and adults.
Streaming platforms were cited most in this ranking. Disney+ takes second place for 41% of respondents, while Amazon Prime Video comes in fifth with 26%.
According to the study, almost four out of five European Millennial parents even indicated that their children prefer streaming services (78%) over social networks (63%) for watching videos.
However, social networks are still a main destination for these children. TikTok is increasingly becoming an alternative to television among certain generations, and 29% of the Millennial parents surveyed said their Gen Alpha kids watch videos on the Chinese platform, in fourth place, just behind YouTube at 35%.
The Meta group isn't being left out in the cold as Instagram and Facebook take sixth (19%) and eighth (15%) place respectively. Snapchat and Twitch close the ranking in ninth and tenth places, for 13% and 9% of respondents, respectively.
Cable and satellite TV continue to be used by 16% of participants, coming in at number seven.
The data for this YPulse study is taken from its Media Consumption Monitor Survey of approximately 2,500 Europeans aged 13 to 39 in March 2023.*
