Move over, astronauts and firefighters—Gen Alpha’s got a new top gig in mind: YouTube content creator. A February 2025 survey from The Harris Poll, teamed up with Lego for the toy company’s 10th annual career report, found that kids born after 2010 are all about that digital spotlight. When asked what they want to be when they grow up, 34% of U.S. kids aged 5 to 12 picked “YouTuber” or “content creator,” blowing past classics like teacher (26%) and athlete (23%). Doctor? Down at 15%. Astronaut? A measly 11%.
This isn’t a total shock. These kids—think anyone under 15 as of now—have grown up glued to screens, watching stars like MrBeast and Cocomelon rake in views and cash. The survey, which polled over 3,000 kids across the U.S., U.K., and China, shows how much the influencer game has rewritten the career playbook. In the U.K., 24% of kids echoed the YouTuber dream, while China’s little ones still lean harder toward traditional picks like teachers (43%)—though “vlogger” is creeping up there too.
What’s driving it? For one, the gig looks fun—making slime, unboxing toys, or pranking siblings beats memorizing multiplication tables. Plus, the payoff’s no secret. The report notes kids are clued into the money angle—some even told researchers they’d rather “get rich quick” than slog through years of school. A Lego exec chimed in, saying this generation sees creators as “modern superheroes,” blending play with power. And with AI tools and cheap editing apps, the barrier to entry’s basically a phone and a Wi-Fi signal.
Parents might wince, but the kids aren’t just dreaming—they’re doing. The survey found 1 in 10 U.S. tweens already has a YouTube channel, and plenty more are begging for ring lights and mics. Boys edged out girls slightly (37% vs. 32% picking content creation), but the gap’s tight. Compare that to a decade ago, when Lego’s 2015 report had “movie star” and “pop singer” topping the list—analog fame’s clearly taken a backseat.
It’s not all clicks and cash, though. The report hints at a flip side: these kids admire creativity and freedom but might not clock the grind—algorithm battles, burnout, or the odds of actually making it big. Still, for Gen Alpha, the YouTube dream isn’t just a phase—it’s the future they’re already chasing, one video at a time.