Survey: Gen Alpha spends extra time gaming than watching TV

Gen Alpha teenagers, dubbed by shopper insights platform Attest because the ‘Autonomous Generation’ for his or her independence, creativity and digital fluency, are spending extra time gaming than they’re watching TV or listening to music. As this shopper group nears maturity – turning 16 in 2026 – information Attest reveals they’re rewriting the foundations of media, leisure and tradition.

Attest has uncovered that 39 per cent of Gen Alpha teenagers spend over three hours a day gaming, in comparison with 30 per cent watching TV and 28 per cent listening to music or podcasts.

The survey of 1,000 UK dad and mom of 15–16-year-olds, additionally discovered that 93 per cent of teenagers throughout all genders spend a while gaming on a typical day. This marks a elementary shift in media habits, with gaming now central to how this technology spends leisure time, connects with associates, and expresses id.

This is a decline from Gen Z: 47 per cent of whom watch 3+ hours of TV day by day [Attest UK Media Consumption Tracker]. In distinction, Gen Alpha teenagers aren’t simply consuming content material: they’re shaping it. Over a 3rd experiment with AI-generated photographs and movies, and even construct their very own web sites and apps. This digital architect mindset is redefining creativity and giving teenagers new methods to specific id and join with manufacturers.

Ownership of know-how amongst 15-16-year-olds is near-universal. Ninety-three % personal a smartphone, 75 per cent have a video games console, and half juggle 5 or extra internet-enabled units. These instruments give them freedom to change seamlessly between gaming, streaming, social apps and creation platforms – typically throughout the similar session.

The report suggests the cultural dominance of TV is waning as Gen Alpha opts for interactive experiences. For advertisers and platforms alike, understanding how leisure, creativity and socialising now overlap will probably be crucial to shaping companies that resonate with this technology.

Todd Latham, CEO, Attest explains the seismic affect for media manufacturers, noting: “Gen Alpha is the first truly autonomous generation. They’re not passively consuming media,they’re building communities, competing, and socialising inside gaming ecosystems. For broadcasters and content producers, this means finding ways to meet them where they are. That could look like licensing shows into gaming platforms, co-producing interactive storylines that span TV and games, or even partnering with gaming studios to launch live events and cross-channel campaigns. The future of entertainment for this cohort is hybrid and it will reward those who think beyond traditional screens.”