Скачать или смотреть Understanding Kids: National Research Group - Young People Rewriting the Narrative... (CMC 2025)

National Research Group: Childhood is changing—fast. From AI to always-on content, kids today are growing up in a radically different world than their parents did. In this session, National Research Group shares findings from Growing Pains, a multi-phase study that explores how digital saturation, global crises, and cultural shifts are reshaping childhood.

Combining in-depth quantitative research with AI analysis of over 7,000 stories written by kids, this session examines how Gen Alpha experiences the world, what they want from media, and why themes like escapism, agency, and optimism matter more than ever. We’ll look at how kids use tech to build relationships, how they process a world in crisis, and how they're asserting control over their media experiences.

For anyone working in children’s content, this is an essential look at the next generation of viewers—and how to craft stories that stand out in an increasingly saturated media ecosystem.