Gen Alpha drives household decisions as online video viewing soars by 60%: Report

Given the heft they wield in purchasing decisions made in their households, brands and marketers are paying close attention to the digitally immersed generation Alpha. The latest findings from the Kantar Kidscan Report India 2024 reveal that children aged 5 to 14 are now spending 60% more time watching online videos than just two years ago, a statistic that underscores the substantial influence Gen Alpha is wielding on household decisions.

Post-pandemic, the digital engagement of children has surged. Their impact is felt across categories beyond traditional toys, reaching into food, consumer electronics, FMCG, and entertainment choices.

As Puneet Avasthi, director of specialist businesses—insights, South Asia at Kantar, noted, “Gen Alpha is reshaping the family dynamic in ways we haven’t seen before. Their influence is far-reaching, from tech and entertainment choices to key household purchases. For brands, understanding Gen Alpha is not just an opportunity but an imperative.”

The report is based on insights from 2,500 children and their parents across 14 Indian cities and highlights how children, increasingly drawn to digital content, are reshaping not only media habits but also household purchasing dynamics. Brands aiming to engage with this age group will need to adapt to these evolving patterns, tailoring their strategies to reflect the preferences and viewing habits of this digitally native generation.

Digital media: The new playground

One of the standout findings is that 69% of Gen Alpha kids in India now prefer digital gaming to outdoor play. This generation is not only tech-savvy but highly influential within their families, shaping decisions from snack selections to big-ticket purchases like smart TVs. With a 1.46 time increase in parents considering their children’s preferences for electronics since 2022, it’s clear that kids’ voices are louder than ever in family decisions.

This digital shift represents a goldmine for marketers. By understanding the media channels Gen Alpha frequents—particularly online video platforms—brands have a unique opportunity to connect with young audiences and build long-lasting brand loyalty. Unlike previous generations, who grew up with traditional TV, Gen Alpha is the first to spend much of their screen time on digital and mobile platforms, making online video a powerful tool for engagement.

This generation has also cultivated closer relationships with their parents, with 57% of kids in India choosing to share secrets with their mothers over friends. This shift reflects a new type of family dynamic—one that values open communication, shared decision-making, and collaboration on choices. The Kidscan report highlights that 55% of parents now give children full autonomy over their career choices, a notable departure from previous generations where career paths were often heavily influenced by parents.

Gen Alpha and ‘pester power’

Gen Alpha has also become adept at ‘pester power’—influencing their parents’ buying choices by expressing brand preferences or persuading for specific products. From popular food and snack brands to technology gadgets, children’s opinions are more than mere suggestions; they often guide purchasing decisions. A prime example is the enduring appeal of McDonald’s Happy Meals, where children queue up not just for the meal but for the collectible toys.

Brand marketers are increasingly aware that reaching Gen Alpha isn’t solely about targeting kids. Many brands are embracing family-focused marketing that appeals to both parents and children, emphasising products that benefit the entire family. Campaigns tailored to both generations can build appeal across demographics, making children feel heard while also appealing to the values of their parents.

Beyond digital strategies, in-store experiences remain a powerful driver of engagement for younger audiences. Toy retailer Hamleys, for example, has captivated young shoppers with interactive displays, friendly attendants showcasing the latest toys, and an environment that invites children to play. This approach of creating kid-centric spaces not only makes the shopping experience enjoyable for children but also drives purchases, as parents are often compelled to buy items that captivate their children’s interest. 

Tapping the Gen Alpha opportunity

Marketers in India are in a prime position to cater to the demands of Gen Alpha by creating immersive experiences, targeted digital content, and campaigns that engage both kids and their parents. With an increase in digital media consumption and a strong influence on family purchasing, Gen Alpha represents a key demographic that brands cannot afford to overlook.

Brands that can capture the interests of these young, digital natives—whether through in-store engagement, online video, or family-friendly campaigns—are likely to see a significant impact on their bottom line.

As India’s youngest generation continues to shape the digital and consumer landscape, brands will need to innovate to keep up with their evolving tastes and preferences, embracing a strategy that speaks to Gen Alpha’s unique influence and viewing habits. The Kidscan report shows the stakes: to stay relevant, brands must look to where this generation is spending its time and make genuine connections that resonate across all family members.