Swipe, watch, engage

The global impact of TikTok has prompted discussions digital consumption among youth. This study originated from this contentious context aimed at exploring the audio-visual consumption patterns of generation Alpha in thematic, audio-visual, and interactive terms. The analysis comprised 500 videos collected through the "For You Feed" of two 14-year-old individuals on the platform using quantitative content analysis. The findings reveal a predominance of humorous and dance-related content, along with a notable presence of advertising. It is noteworthy the popularity of the original content over promotional messages, with minimal employment of audio-visual techniques in the former case. These results underscore the relevance of understanding how new generations engage with digital content in an increasingly controversial and algorithm-dependent environment in contrast to governmental regulations and restrictions.