Gen Alpha (born 2013-2024) represents the first generation born entirely in the age of AI, smart devices, and ubiquitous connectivity. This cohort is already influencing billions in household spending, but as regulatory scrutiny around children's privacy continues to intensify, marketers face a unique challenge. This generation cannot be directly targeted through traditional digital advertising, yet it wields significant impact on millennial and Gen Z parents.

Who is Gen Alpha?

Gen Alpha is the first generation born entirely after the introduction of the iPhone and iPad, making touchscreen devices and voice assistants baseline expectations rather than innovations. YouTube dominates their media consumption and gaming platforms serve as social spaces.

The oldest Gen Alphas began entering their teenage years in 2026, crossing the threshold where platforms like TikTok and Instagram become legally accessible. The youngest are still toddlers. This wide developmental range means "Gen Alpha marketing" encompasses vastly different strategies depending on whether brands target tweens with purchasing influence or toddlers who shape family entertainment choices.

How does Gen Alpha influence household purchasing decisions?

Economic influence is already substantial. Gen Alpha commands over $100 billion in direct and influenced spending power in the US, according to DKC.

Gen Alpha drives household purchases despite lacking independent spending power. 68% of Gen Alpha parents report being more likely to make online purchases based on their children's influence, according to a DKC report. This influence begins around age 5 and increases through the tween years.

Key influence channels:

• In-store requests: Two-thirds (66%) of Gen Alpha parents say their child prefers shopping in-store, according to Numerator.
• YouTube content: Unboxing videos, haul content, and creator recommendations shape product awareness and preference.
• Gaming platforms: In-game purchases, character merchandise, and brand integrations in Roblox and similar platforms drive requests.

Millennial parents tend to involve children in purchasing decisions more than previous generations did, amplifying this influence.

Where does Gen Alpha spend time online in 2026?

YouTube dominates Gen Alpha's digital attention. Two-thirds of Gen Alphas will watch YouTube in 2026, far outpacing Netflix and linear TV, EMARKETER forecasts. Gen Alpha is more than twice as likely to recall ads on YouTube compared to other platforms, according to Precise TV.

In 2026, 51.2% of Gen Alphas will be digital gamers, EMARKETER forecasts. Only 22.0% of Gen Alphas use social media, and these users engage more with TikTok (17.2%) than with the other platforms.

The low social media penetration reflects both age restrictions (most platforms require users to be 13+) and parental gatekeeping. This will shift as older Gen Alphas age into platform eligibility.

What content resonates with Gen Alpha?

Short-form video and interactive content outperform static formats with Gen Alpha. YouTube remains the primary platform, with creator content (gaming videos, challenges, unboxing) generating stronger engagement than brand-produced advertising.

Effective formats include:

• Gaming integrations: Branded experiences within Roblox reach Gen Alpha in their primary social environment. Brands like Nike, Gucci, and Walmart have built persistent Roblox presences.
• Creator partnerships: YouTubers with family-friendly content (MrBeast, Ryan's World, gaming creators) drive product awareness.
• Interactive content: Polls, quizzes, and gamified elements align with Gen Alpha's expectation for participation rather than passive consumption.
• Audio content: Kids' podcasts have grown, though video remains dominant.

Gen Alpha can identify promotional content quickly and responds better to organic integrations than overt advertisements.

How does Gen Alpha differ from Gen Z?

Gen Alpha and Gen Z share digital fluency but diverge in formative experiences and platform preferences. Gen Z's defining childhood event was the 2008 financial crisis and Gen Alpha's was the COVID-19 pandemic, which accelerated their technology adoption as remote schooling became standard.

Key differences:

• Technology relationship: 63% of Gen Alpha values having the latest technology, compared with 31% of Gen Z, per Razorfish and GWI.
• Gaming purpose: Gen Alpha views gaming as creative expression, while Gen Z treats it more as escapism.
• Screen time awareness: Nearly three-quarters of Gen Alphas prefer offline activities (exercise, outdoor play) to manage mental health, suggesting earlier digital fatigue than Gen Z experienced.

Gen Alpha's earlier access to technology creates different baseline expectations for digital experiences.

What privacy and regulatory considerations apply to Gen Alpha marketing?

Marketing to Gen Alpha operates under significant regulatory constraints that are tightening in 2026. The Children's Online Privacy Protection Act (COPPA) restricts data collection for children under 13, limiting behavioral targeting. The Kids Online Safety Act (KOSA), which advanced through Congress in 2025, would impose additional platform accountability requirements.

Regulatory landscape:

• COPPA compliance: Prohibits collecting personal data from children under 13 without verifiable parental consent.
• KOSA provisions: Would require platforms to enable safety settings by default for minors and provide parental controls.
• International precedents: Australia banned social media for users under 16 in late 2025, signaling potential US policy direction.
• Platform restrictions: Meta, TikTok, and others face scrutiny over youth safety. Some have introduced teen-specific features with parental oversight.

Contextual advertising, creator partnerships, and first-party data from parents (not children) remain compliant paths to reach Gen Alpha audiences.

How should brands build long-term relationships with Gen Alpha in 2026?

Building Gen Alpha brand affinity requires meeting them on their platforms while respecting regulatory boundaries and parental gatekeepers. YouTube and gaming environments offer the most scale, and interactivity matters more than production polish.

Practical approaches for 2026:

1. Invest in YouTube creator partnerships: Work with family-friendly creators whose audiences include Gen Alpha. Prioritize authentic integrations over scripted ad reads.
2. Build persistent gaming experiences: Roblox, Fortnite Creative, and Minecraft offer branded environment opportunities that reach Gen Alpha in their primary social spaces.
3. Market to parents simultaneously: Millennial and Gen Z parents make purchasing decisions. Messaging that addresses parent concerns (safety, educational value, and quality) alongside child appeal performs better.
4. Prepare for regulatory shifts: Build marketing strategies that do not rely on behavioral targeting of children. Contextual placement and creator relationships provide more sustainable reach.
5. Design for participation: Gen Alpha expects interactive experiences. Passive advertising underperforms compared with content that invites engagement.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.

EMARKETER forecast data was current at publication and may have changed. EMARKETER clients have access to up-to-date forecast data. To explore EMARKETER solutions, click here.