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illustration: DALL-EAlthough Generation Alpha is growing up in the era of digital openness and unlimited access to information, the report "Gen Alpha Unfiltered" by GWI (formerly GlobalWebIndex) clearly shows: children aged 8-15 increasingly avoid content that triggers fear, stress or a sense of being overwhelmed. The numbers show not only the scale of this trend but also specific directions - from formats to content choices and the tone of communication.
In the GWI-cited study, as many as 15% of adults aged 16-64 admitted to actively avoiding political topics because they affect their well-being. For Generation Alpha, the scale has not yet been measured numerically, but the authors note that children react similarly - not verbally, but through behavioral changes.
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According to the GWI report, although children see the same content as adults, and platforms do not differentiate by age and algorithms suggest similar materials to everyone, Generation Alpha, instead of controversy, clicks on games, entertainment, and humor. This shows that even the youngest internet users make conscious choices - limiting what negatively affects their emotions.
Games, movies and podcasts. Real preferences by age group
The report splits children`s preferences into two main age groups: 8-11 years and 12-15 years. The data clearly shows that younger users go for even lighter formats than their older peers.
| Age | Most chosen content | Preferred format |
|---|---|---|
| 8-11 years | Mobile games, cartoons, unboxings | Short video (up to 1 min) |
| 12-15 years | Podcasts, vlogs, comedy | Videos up to 15 minutes |
Format matters a lot. Short attention spans make kids avoid longer formats - not just because they’re "boring", but because they expose them too long to hard topics.
Dominance of light content. 5 most common Gen Alpha picks
The report also includes five of the most popular content categories that children prefer on social platforms. These figures reflect preferences among 8-15-year-olds (based on responses from both children and parents):
- 53% - games and online play
- 46% - humor and jokes (including memes, gags, comedy sketches)
- 39% - vlogs and daily stories from influencers
- 34% - tutorials and life hacks in video form
- 29% - educational content (focused on fun facts, not school topics)
Importantly, only 12% of children said they are interested in world news - including politics, social issues, or the climate. That’s over four times less than for comedy content.
TikTok instead of textbooks and "Humor as therapy"
The report also shows that kids look for life answers not in books, but on social media. When asked where they most often learn about the world:
- 41% answered: TikTok
- 37% - YouTube
- 22% - search engines (Google)
- 15% - school
- 7% - parents or siblings
This means that 78% of knowledge comes from short videos or search engines. Traditional education channels - school and family - lose to platforms that are fast and emotional.
The report’s authors describe humor as a way to cope with emotional overload. Although they don’t provide exact numbers on children’s stress levels, it’s worth noting the data on time spent watching comedy:
- children aged 8-11 spend an average of 4.2 hours per week watching funny videos
- children aged 12-15 - 3.8 hours per week
That’s more than they spend on educational and informational content combined. So humor works not only as entertainment but also as daily protection against stress.
* * *
Data for the "Gen Alpha Unfiltered" report was collected in February 2024 by GWI through an online survey involving 19,307 children aged 8-15 from 17 countries. The study was conducted with parental or guardian consent and supervision, and the survey content was reviewed by experts in child psychology and education. The full report is available at gwi.com.
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