Jennifer Pearson

Vice President of Research at eMarketer with expertise in media and audience measurement, providing analysis on gaming and social media trends for Gen Alpha.

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Jan 23, 2026 • 28min

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

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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