More than half of marketers in Asia-Pacific plan to increase investment in online video, e-commerce, and influencer content in 2026, according to Kantar’s Media Reactions 2025 study. The annual research, which surveys both consumers and marketers, also found that Netflix has become the most preferred global advertising platform among consumers in the region.
Andy Gallagher, APAC Head of Media at Kantar, said this marks a shift in the region’s media landscape as Netflix with ads becomes the first streaming service to top the list in APAC.
“Almost two in five (37%) consumers believe Netflix delivers trustworthy ads and over one-third (35%) say they are of better quality. Notably, Netflix is the top-ranking media brand with highest ad equity in Korea and Japan. In particular, the Japanese say ads on Netflix are the most trustworthy and of the highest quality. This mirrors Netflix’s top global ranking too for better quality ads and being known for hosting immersive content.
“Netflix is quickly gaining traction as the next big opportunity, with APAC marketers increasingly acknowledging its innovative ad formats and the highly positive consumer response contributing to its impressive rapid growth and appeal,” adds Gallagher.
The study also found that YouTube continues to be rated by marketers as the most effective platform for capturing consumer attention, while Prime Video appears in the top five for both marketers and consumers, underscoring the growing role of OTT platforms.
Pinterest was the only social media platform to break into the top five for marketers, driven by Gen Z’s preference for its positive and inspirational content. Google Search remained dominant, particularly in India and the Philippines, while Amazon delivered strong performance in Australia.
Among Southeast Asian consumers, TikTok topped the list for attention-grabbing ads, while in e-commerce, Grab outpaced Shopee and Lazada in positive consumer ad receptivity on its platform.
Top-ranking media channels in Asia Pacific 2025
| Consumers APAC | Marketers APAC | ||
|---|---|---|---|
| 1 | Digital Out of Home ads (+2) | 1 | Digital Out of Home ads (New to Top 5) |
| 2 | In-person Sponsored Events (-1) | 2 | Online Video ads (-1) |
| 3 | Out of Home ads (-1) | 3 | Display ads (New to Top 5) |
| 4 | Cinema ads (New to Top 5) | 4 | In-person Sponsored Events (New to Top 5) |
| 5 | Point of Sale ads (-) | 5 | Social Media Stories (-3) |
Report highlights a gap between marketer enthusiasm and consumer concern over generative AI
Marketers in APAC appear enthusiastic about AI’s role in advertising, seeing it as a tool for efficiency and creative acceleration. But consumers are signaling caution, with more than half saying they can already identify AI-generated ads and a majority expressing concern about fakery.
“Three in five APAC marketers (62%) are excited about the application of AI to ads (62%) and are using generative AI to work more efficiently (61%); but 56% of consumers say they can tell when an ad is AI-generated and 63% are concerned that generative AI can lead to fake ads,” said Gallagher.
“When thinking of Gen AI for creative, remember that efficiency may capture time for marketers, but authenticity is what will capture the hearts and trust of consumers.”
The rise of DOOH
According to Kantar, Digital Out of Home (DOOH) ads have risen two spots from 2024, while the entry of cinema ads into the top five “underscores a growing appreciation for immersive, high-quality advertising experiences,” said Kantar.
Gallagher added that DOOH stands out for both consumers and marketers, recognised for its innovative, attention-grabbing formats and visually impactful campaigns.
“The rise of DOOH signals a strategic opportunity for brands to leverage public spaces for creative storytelling and deeper engagement. Importantly, these rankings demonstrate that consumer preferences extend well beyond digital media, reaffirming the enduring relevance of traditional channels across Asia’s diverse markets.”
“For marketers, this means that while digital innovation is crucial, integrating offline touchpoints into the media mix remains essential for maximising reach and resonance,” adds Gallagher.
“The blend of offline and digital priorities highlights the need for a balanced, omni-channel strategy that aligns with evolving consumer behaviours while capitalising on the strengths of both worlds. Test and learn to maximize the impact that new possibilities can bring for your brand.”
To read more about the findings, go here.
