Our analysts (or “bakers”) compete in a Great British Bake Off–style episode, discussing how, as Gen Alpha turns 13, the war between time spent on YouTube and TikTok will heat up—and how gaming will become an alternative social media space for this young generation. Join Senior Director of Podcasts and host Marcus Johnson, along with Analyst Paola Flores-Marquez and Vice President of Research Jennifer Pearson. Listen everywhere, and watch on YouTube and Spotify.

Subscribe to the “Behind the Numbers” podcast on Apple Podcasts, Spotify, Pandora, Stitcher, YouTube, Podbean or wherever you listen to podcasts. Follow us on Instagram.

Get more articles - create your free account today!

Products

Events & Resources

Topics

Latest Articles

Crypto is still waiting at the checkout counter

The big answers: EMARKETER Daily quiz

The big answers: Retail Daily quiz

Marketers are leaning on demographics for CTV ads

The global crackdown on teen social media has begun

As chatbots learn from social media and creators, brands should take note

Bank of America, Citi break ranks from unified front against Trump’s 10% rate cap

FAQ on ad agencies: Consolidation, AI disruption, and what's changing in 2026

Dollar General leans on delivery to grow basket size and media reach

PayPal to acquire Cymbio, deepening AI platform ties

About

The Great BTN Bake (Take) Off — Gen Alpha Trends for 2026: YouTube vs. TikTok Use and Gaming as Social Media | Behind the Numbers

Coverage Areas →

Coverage Areas →

Advertising & Marketing

Health

Ecommerce & Retail

Technology

Financial Services

More Topics

Geographies

EMARKETER

Media Services

Free Content

Contact Us →

Worldwide HQ

Sales Inquiries