Behind the Numbers: an EMARKETER Podcast The Great BTN Bake (Take) Off — Gen Alpha Trends for 2026: YouTube vs. TikTok Use and Gaming as Social Media | Behind the Numbers
Jan 23, 2026
In this engaging discussion, Paola Flores Marquez, a demographics analyst at eMarketer, and Jennifer Pearson, Vice President of Research, explore upcoming trends for Gen Alpha. They debate the looming battle between YouTube and TikTok as this generation formalizes their online habits. Jennifer highlights gaming's emergence as a significant social platform, with titles like Roblox facilitating communication. Both guests weigh in on who might come out on top: TikTok's immediacy vs. YouTube's longevity, setting the stage for the future of digital interaction.
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Formalizing Gen Alpha's Online Debut
- Gen Alpha is formalizing online behavior as they turn 13 and can legally sign up for social platforms.
- Marketers face a discriminating cohort already tuned to ignore digital noise and with highly specific tastes.
YouTube As The On-Ramp
- YouTube already reaches about two-thirds of Gen Alpha while social media use sits much lower today.
- This generation isn't starting cold; they've been using YouTube via parents' accounts and YouTube Kids for years.
Gaming As A Social Currency
- Half of Gen Alpha already plays video games and three-quarters of internet users in the cohort game.
- Gaming functions as a communication currency and social layer for this generation.