Over half of marketers in the Asia-Pacific (APAC) region are set to increase their spending on online video, e-commerce, and influencer content in 2026, according to Kantar’s Media Reactions 2025 study. The report highlights a significant shift in the media landscape, with Netflix becoming the most preferred global ad platform among APAC consumers, marking the first time a streaming service has topped the list in the region.
Netflix’s rise is attributed to its innovative ad formats and high-quality content, with 37% of consumers finding its ads trustworthy and 35% rating them as superior in quality. Andy Gallagher, Kantar’s APAC Head of Media, noted, “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.”
The study also reveals that YouTube remains a favourite among marketers for capturing consumer attention, whilst Prime Video ranks in the top five for both consumers and marketers. Pinterest has entered the top five for marketers, driven by Gen Z’s preference for its positive content.
Offline channels continue to hold strong appeal, with Digital Out of Home (DOOH) ads and cinema ads gaining popularity. Gallagher emphasised the importance of a balanced omnichannel strategy, stating, “Integrating offline touchpoints into the media mix remains essential for maximising reach and resonance.”
The report also highlights the growing influence of generative AI in advertising, with 62% of marketers excited about its potential. However, consumer concerns about fake content persist, with 63% worried about the authenticity of AI-generated ads.
