It used to be that if you asked a classroom of kids what they want to be when they grow up, you’d get answers like “firefighter” and “astronaut.” These days, Gen Alpha dreams of becoming content creators.
A survey of 910 U.S. Gen Alpha kids (ages 12 to 15) by social commerce platform Whop found that nearly a third want to be YouTubers, while one in five aspire to become TikTok creators. Content creation isn’t their only ambition—19.1% also expressed interest in becoming mobile app or video-game developers.
While the “iPad kid” generation is learning plenty from screen time, many feel their schools aren’t keeping up with the rise of digital careers. More than half of Gen Alpha say they feel unprepared by their education when it comes to building a personal brand and online presence—key components of a successful online career.
“Everyone wants to be a content creator, especially kids who have grown up online. They can see the opportunities that exist to make money, find a community, and build a following,” says Cameron Zoub, Whop cofounder and chief growth officer. “[For] a 15-year-old today, if you have a laptop, there’s a million ways to make money on the internet.”
Long gone are the days of lemonade stands and car washes. Gen Alpha sees real earning potential in streaming video games, selling products online, reviewing brands, securing sponsorships, and even competing in esports tournaments.
Entrepreneurship is also on the rise. More than one in six Gen Alpha kids aspire to start their own business, with many already earning hundreds of dollars annually, despite being too young for traditional jobs. Brands are taking notice too: Nearly a quarter of Gen Alpha report that either they or someone they know has been approached for a sponsorship deal. With mid-tier YouTubers charging $5,000 to $10,000 per brand partnership, that’s some serious pocket change.
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