Our kids are already at home in digital worlds

By Alan Swan 28-01-2025

Ignoring the popularity of hit YouTube channels such as Skibidi Toilet and LankyBox would be a mistake.

On a recent family trip to Smyths Toys to let my children spend their Christmas vouchers, I had some unexpected validation about the power of digital content.

As I watched them navigate the shelves, I noticed their focus wasn’t on traditional brands or classic toys. Instead, they were magnetically drawn to merchandise tied to YouTube personalities and shows: MrBeast, Skibidi Toilet and LankyBox, to name a few.

Here’s what struck me: they knew everything about each creator. Not just the names, but the lore, the thumbnail designs from past episodes and even detailed insights about views and popularity. These weren’t just toys but physical artifacts of a world my children are deeply immersed in. They had opinions on the characters, they told me subplots of certain episodes and when the next live event for each brand was going to be streamed.

This isn’t about YouTube alone. Back in November, my family gathered in our living room to watch the Fortnite Juice WRLD finale concert. This wasn’t your typical online video event, it was an in-game concert that blended dreamscapes from the late Juice WRLD, Snoop Dogg, Eminem and Ice Spice, creating an unforgettable visual spectacle.

My son had been counting down to this event for days, and was almost like a mini music promoter, hyping it up and priming the whole family for the evening’s entertainment. The event was fantastic, they adored it and sitting there together, I realised how these platforms aren’t just entertaining, they’re creating entirely new avenues for storytelling, connection and engagement.

For my children, these digital worlds aren’t just distractions, they’re cultural cornerstones. They watch what they want, when they want and – God help us – when an ad interrupts their experience, unless it is incredibly creative and relevant, or seamlessly integrated into the show, it’s skipped in a heartbeat.

Think about that for a moment. If platforms like YouTube and Fortnite have embedded themselves so deeply in their psyche, what does that mean for the future of storytelling, content and influence? And more importantly, as a producer working in traditional media, what do I need to do to stay relevant now and into the future?

The mad part? The future isn’t just coming, it’s already here, unboxing itself in toy stores, in the stories my kids are living and in the worlds they’re building. My visit to Smyths Toys was a sobering reminder of how deeply this digital-first culture shapes not just entertainment, but the way my children see and interact with the world. It was the best focus group I ever attended – and it was free!!

It’s easy to dismiss these trends as kids’ stuff or passing fads, but that would be a mistake. These platforms are laying the groundwork for the next generation of storytelling. They’re not just channels, they’re ecosystems where content creators, brands and audiences interact in ways traditional media can’t replicate. They’re immersive, interactive and, most importantly, they are deeply personal.

For those of us working in traditional media, this isn’t just a challenge. It’s an opportunity. The question isn’t whether we should adapt, it’s how fast we can catch up and learn to play by these new rules. If we want to stay relevant, we need to understand this world – not as spectators, but as storytellers who can meet audiences where they already are.

This means rethinking everything, from how we develop content to how we distribute it. It means embracing platforms that might feel unfamiliar or even uncomfortable at first. It means recognising that the line between creator and audience is blurring, and that the most successful pieces of content are often the ones that invite participation rather than passive consumption. It also means paying attention to the details. My kids notice thumbnail designs and track view counts, engaging deeply with content. If we want to capture their attention, we need to be just as thoughtful and intentional in how we craft our productions.

As a producer, a parent and a storyteller, that’s a challenge I’m excited to embrace. And if my kids are any indication, that future is going to be incredibly exciting.