New Generation Z and Alpha content consumption scenarios

Generations Z and Alpha are rapidly redefining how we interact with digital platforms. Their behavior on the Internet is less and less consistent with the usual schemes focused on likes, comments and subscriptions. Attention is shifting towards platforms where the user is not just an observer, but a participant, creator, and researcher. The new generation uses marketplaces, game worlds, and instant messengers as hybrid environments that combine entertainment, communication, and learning.

Pinterest: A Passive Inspiration Platform

The visual search service has become a kind of "media library of ideas" for young people. According to the survey, 82% of respondents aged 14-24 visit Pinterest at least once every two weeks. At the same time, 78% use the platform exclusively for viewing, without interacting directly with other users. More than half of them are interested in the sections "Beauty and Style" and "Art and Creativity".

The platform is not considered as a means of communication — visual aesthetics and personal inspiration are important here. Pinterest compares favorably with social networks for its unhurried atmosphere and lack of pressure on content generation. As a result, it becomes particularly attractive to brands that aim to create an inspiring, visually strong presence.

Marketplaces as a new "social scrolling experience"

According to the survey, 91% of respondents visit Ozon and Wildberries marketplaces at least twice a month. Young people often flip through product cards without the intention of making a purchase, perceiving them as visual content. The conditional term "market scrolling" reflects a new practice-the consumption of information in the format of an endless feed, similar to traditional social networks.

Clothing, electronics, and cosmetics remain the most popular product categories. At the same time, UGC activity is growing: sellers create viral reviews, Telegram channels publish funny product cards, and teenagers share their findings with friends. Online shopping is turning into leisure, and marketplaces are turning into media platforms.

Gaming platforms as digital hubs

Game worlds like Roblox and Minecraft are becoming full-fledged social spaces. Most teens spend between one and three hours per session playing these games, using built-in chats and external services like Discord to communicate. Only 5% of the survey participants said that they play without a specific goal — the rest see platforms as a space for collaboration and self-expression.

The case study of the Day of Russia and First projects showed that gamification can be an effective tool for involving teenagers in cultural and social initiatives. Formats that are familiar to the generation-alpha streams, letsplays, and in-game events-become channels for communicating values and traditions.

Telegram and Discord: Communication beyond traditional social networks

51% of respondents chose Telegram as the main communication platform. Among the factors that determine the choice are convenience, privacy, the absence of intrusive algorithmic content, and ample opportunities for information consumption. Discord is also well positioned for its flexibility, especially in the gaming and creative communities.

Respondents note the high potential of Telegram for content monetization — both for authors and small brands. The platform competes with services like Patreon and Boosty, especially in niche audiences.

Content without likes: How engagement is changing

Today's youth are demonstrating a new type of digital behavior. Engagement is not necessarily expressed in public actions. Browsing, saving, participating in closed groups, and in-game activity replace the usual metrics, such as likes and comments.

The main criterion for choosing a platform is a sense of relevance and comfort. Young people are looking for tools that are appropriate for specific tasks: whether it's inspiration, shopping, communication, or learning. The boundaries between platforms are blurring: the marketplace becomes a social network, the game becomes a forum, and the messenger becomes an educational platform.

The media consumption of generations Z and alpha no longer lends itself to the old patterns. Businesses, media and government institutions are faced with the task of not just adapting, but rethinking the very principles of communication with an audience that grew up in a digital environment with no clear boundaries.