Report from Blue Hour Studios & WHY Research reveals how Alpha-Millennial families signal the future of media and brand engagement, providing a roadmap for marketers to navigate emerging behaviors
NEW YORK, April 28, 2025 /PRNewswire/ — The traditional marketing playbook is rapidly becoming obsolete as emerging consumption patterns reshape how audiences engage with brands, according to groundbreaking research from Horizon Media’s in-house research unit WHY Group and Blue Hour Studios, Horizon’s full-service social and influencer agency.
The study, “The New Media Multiverse,” reveals how the dynamics between Millennial parents (the first digital natives) and their Gen Alpha children (the first algorithm natives) are creating new consumption behaviors that signal broader shifts in how all audiences will interact with media and brands in the coming years.
“This isn’t just a generational shift; it’s a preview of where everything will move,” said Matt Higgins, Head of Strategy at Blue Hour Studios. “Alpha-Millennial households are living inside a new consumption model and signal what’s ahead for all consumers: multi-platform, interest-driven, and accelerated. Brands that understand and adapt to these new realities now will have a significant competitive advantage in the next decade.”
The research identifies six key marketing imperatives emerging from these new consumption patterns that will reshape how all brands must approach audience engagement:
- Decision Influence in the Home Has Been Decentralized
The data shows traditional top-down influence models are obsolete, with 77% of Millennial parents believe “my child/children are more influential in determining purchases than I was to my parents.” This shift extends beyond family dynamics, suggesting all marketing approaches must evolve from targeting single decision-makers to engaging multiple influence points simultaneously.
- Connected, Multi-Platform Engagement Is the New Normal
59% of parents said, “their child uses more than one screen simultaneously.” Media consumption now happens across multiple screens simultaneously, creating a unified rather than fragmented experience. This signals the end of single-channel campaign strategies, as audiences increasingly expect seamless experiences that flow across platforms.
- Nostalgic Formats Foster Trust and Cross-Generational Engagement
Nostalgic content isn’t a throwback, it’s the connective tissue between generations. When building shared experiences, 84% of respondents gravitate toward familiar, nostalgic formats. This finding highlights the strategic importance of incorporating established formats into new media strategies to build trust and engagement across audience segments.
- Collective Curation Is Replacing Algorithmic Isolation
The study revealed 82% of content discovery now happens through shared interests rather than solely based on individualized algorithms. This marks a shift from hyper-personalization back toward community-driven discovery, suggesting marketers must build strategies that facilitate shared content experiences.
- Interest-Based Influence Surpasses Popularity
For 76% of respondents, content relevance outweighs creator popularity when determining influence. This signals a fundamental shift in influencer strategy from mass-reach personalities toward niche expertise and authentic content alignment.
- Gaming Platforms Function as Social Infrastructure
80% of respondents believe gaming environments are primarily for social interaction rather than gameplay, these platforms have evolved into critical social ecosystems. This represents a strategic opportunity for brands to engage through participation rather than interruption.
“These findings aren’t just about understanding a specific demographic—they’re early indicators of where all marketing is heading,” said Maxine Gurevich, SVP, Cultural Intelligence of Horizon Media’s WHY Group. “We’re seeing the emergence of a new marketing operating system built around lateral influence, multi-platform engagement, and interest-driven communities. Brands that recognize and adapt to these shifts now will be positioned to lead as these behaviors become mainstream.”
The report represents strategic “cheat codes” for how marketers, media companies, and brands of all stripes can successfully navigate the New Media Multiverse, including treating co-viewing moments as the new primetime, creating multi-platform storylines, and embedding inside interest-driven content ecosystems.
The New Media Multiverse report is available here.
Methodology
The WHY Group and Blue Hour Studios conducted a comprehensive analysis combining cultural audit and social listening with primary research. The audit analyzed 250+ pieces of content to identify emerging narratives and patterns. Findings were validated through proprietary research using a panel of 1,000 American Millennial parents (ages 28-48) with Gen Alpha children (ages 7-13) in February 2025. The research team also conducted qualitative in-depth interviews with both parents and children to provide deeper context for quantitative findings. The WHY Group and Blue Hour Studios translated these insights into actionable brand directives.
About Blue Hour Studios
Blue Hour Studios Blue Hour Studios is a one stop social and influencer agency that goes beyond traditional advertising and demographics to build influencer and social-first campaigns that connect deeply to audience interests, earn outsized attention, and deliver full-funnel results.
The full-service agency was formed in 2019 and is headquartered in New York and Los Angeles.
About Horizon Media
Horizon Media, the largest independent media agency globally, delivers data-driven business outcomes for some of the most innovative and ambitious brands. Founded in 1989, headquartered in New York, and with offices in Los Angeles and Toronto, the company employs 2,400+ people and has media investments of more than $8.5 billion. Horizon Media’s fundamental belief is that business is personal, which drives its approach to connecting brands with their customers and engaging with its own employees, resulting in industry-leading workplace satisfaction levels (Glassdoor). The company is consistently recognized by independent media outlets for its client excellence and has earned several “Best Workplaces” awards reflecting its commitment to DEI and the life and well-being of everyone at Horizon Media.
SOURCE Horizon Media