👧 Experts Define Content Consumption Patterns of Generation Alpha

A defining characteristic of Generation Alpha is growing up in an environment saturated with user-generated content (UGC) alongside the blurring of traditional distribution channels. According to Vadim Sotskov, CEO of Licensing & Production Studio KinoAtis, family content maintains a strong presence in theatrical release and television broadcasting, whereas children heavily favor short, dynamic formats on streaming platforms. However, speakers noted that the stereotype of schoolchildren having a superficial, short attention span is outdated—young viewers regularly demonstrate the capacity to immerse themselves deeply in niche trends and phenomena that spark their interest.

Panelists also focused on the commercial and psychological nuances of engaging the teenage segment. Alexandra Groysman, Creative Producer at CTC, observed that the 12–16 age group remains challenging to monetize due to fragmented attention and financial dependence on parents, in contrast to the under-6 demographic. Regarding narrative structure, experts agreed that teenagers primarily demand emotional honesty. Director and screenwriter Roman Artemyev and Tatiana Solovyova, Business Development Director at Kion Stroki, emphasized that today’s audience seeks morally complex characters who have the right to make mistakes, as well as storylines that reflect real-world adolescent experiences, including bullying, isolation, and the search for identity.

The session concluded with a shared consensus: the industry must shift away from standalone projects and move toward building integrated, transmedia universes.