Gen Alpha Intelligence Lab

Report / primary research

Children's Media Lives 2025

Longitudinal qualitative research follows young people across games, video, chat, family rules, and friend groups.

Publication details

Author and publication date

  • Published

Research context

Population and methodology

  • Population Children and young people in the panel; ages Varies by panel; United Kingdom.
  • Methodology Longitudinal qualitative media diaries and interviews.
  • Fieldwork The public report does not report a fieldwork window; treat it as an undated longitudinal qualitative media diaries and interviews. snapshot.

How to use this source

Evidence strength

Limitations Qualitative panel findings illuminate routines but do not estimate prevalence.

Trace the claim

Extracted evidence

findingqualitative

Ofcom's case studies observed children carrying shared interests between games, messaging, video, and in-person friend groups.

Locator Summary report, friendships and communication findings section.

Scope Children and young people in the panel; Varies by panel; United Kingdom; The public report does not report a fieldwork window; treat it as an undated longitudinal qualitative media diaries and interviews. snapshot..

Limitations Qualitative panel findings illuminate routines but do not estimate prevalence.

findingqualitative

Ofcom's longitudinal cases showed small friend groups using games and private messages as recurring places to coordinate and stay connected.

Locator Summary report, friend-group routines findings section.

Scope Children and young people in the panel; Varies by panel; United Kingdom; The public report does not report a fieldwork window; treat it as an undated longitudinal qualitative media diaries and interviews. snapshot..

Limitations Qualitative panel findings illuminate routines but do not estimate prevalence.

findingqualitative

Younger children continued to watch games and challenge-based content on YouTube, with some boys especially enjoying walkthroughs that demonstrate progress, tips, and strategies.

Locator Summary report, video-content findings section and footnote 25 on game walkthroughs.

Scope Children and young people in the panel; Varies by panel; United Kingdom; The public report does not report a fieldwork window; treat it as an undated longitudinal qualitative media diaries and interviews. snapshot..

Limitations Qualitative panel findings illuminate routines but do not estimate prevalence.

Connected conclusions

Themes

Play & BelongingLearning & Becoming

Related insights

Friendship travels between games, chat, video, and real life.Relationships move across connected activities.Small crews sustain recurring connection.Repeated shared activity gives friend groups a dependable place to meet.Games are perceived as places to learn skills.Children report creative skill-building in games and use walkthroughs to learn progress and strategy.

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