The preteen years (ages 10-12) is a formative period where young people start to grapple with complex ideas of identity, fairness, and community. Media for this audience has the potential to shape how those beliefs develop, but there is currently a gap in the market for content specifically designed to reflect the needs and interests of their age group. We set out to learn how to effectively and responsibly reach this audience, focusing on the inclusion of diverse identities and experiences. We spoke to caregivers, creators, educators, researchers, and young people themselves and found:

Thematic Opportunities: Young people enjoy content full of adventure, humor, and relatable but extraordinary experiences. They want what they watch to mirror their lives, and explore family, social dynamics, and cultural identity. They want a balance of escapism and reality that helps calm them down rather than add to their stress.

New Media Landscape: There’s a preference for unscripted, user-curated episodic content that can be consumed nonlinearly. Young people are drawn to interactiveness, customization, and communal experiences. They value and are heavily influenced by their parasocial relationships with social media stars over traditional media stars.

Unexplored Topics: There is a lack of content about middle school life that can help them navigate this complex time. Media is often aspirational and doesn’t reflect financial hardships or different class experiences. There’s a desire to combat the superficiality and consumerism that dominates social media.

Representation and Authenticity: There are still deep wells of stories from diverse cultural experiences to draw from that are underrepresented in today’s media. Young people want to see themselves reflected in what they consume in authentic depictions of their lives, whether it’s fictional or gaining behind-the-scenes access to others’ experiences.

Desire for Community: People want to engage with media that fosters conversations, allows them to connect with their peers, and cross generational divides. Integrate positive messaging, educational opportunities, and shareable moments into the narrative.