Intro

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.

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For a transcript of this episode click here:
https://www.emarketer.com/content/podcast-great-btn-bake-take-off-gen-alpha-trends-2026-youtube-vs-tiktok-gaming-behind-numbers

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