Media Buying Briefing: Millennial parents and their Gen Alpha kids are upending consumption habits: Horizon study

Is it time for yet another reset in how marketers and their media agencies need to approach media investments thanks to changing consumer habits? Horizon Media certainly is proposing that, with new research it is unveiling today that shows millennial parents of Gen Alpha children are consuming content and advertising in completely different ways. 

Independent media agency network Horizon tapped into its in-house research unit WHY Group and social and influencer arm Blue Hour Studios to generate what it’s calling “The New Media Multiverse,” a study that Digiday was given a first look at. In short, the research indicates that millennial parents — the first generation of digitally native consumers — and their Gen Alpha kids — who the study describes as “algorithmically native” because they’re used to being served content from platforms based on their tastes — have an influence on each other’s consuming habits unlike prior generations.