Terry KS According to Kantar’s Media Reactions 2025 study, APAC marketers are increasing investments in online video, e-commerce, and influencer content. Netflix has emerged as the most trusted global ad platform in the region, while digital and offline channels like Digital Out-of-Home and Cinema ads gain momentum.
SINGAPORE, 2 DECEMBER 2025 – Kantar’s Media Reactions 2025 study reveals a significant shift in the media landscape across Asia Pacific (APAC), with over half of APAC marketers planning to ramp up spending on online video, e-commerce, and influencer content in 2026. The annual survey, which examines the attitudes of consumers and marketers, also highlights Netflix’s rise as the most preferred ad platform in the region. This marks the first time Netflix, through its ad-supported model, has topped the list of streaming services in APAC.
Andy Gallagher, Kantar’s APAC Head of Media, notes that this is a pivotal moment for the region’s media industry, driven by the increasing appeal of Netflix’s ad innovations. Almost 40% of consumers across APAC believe that Netflix delivers trustworthy ads, while 35% consider them to be of superior quality. In particular, Netflix has claimed the highest ad equity in countries like Korea and Japan, where consumers trust the ads and rate them as the highest quality.
“Netflix is quickly gaining traction as a major player in APAC, thanks to its innovative ad formats and positive consumer response. This rapid growth demonstrates its appeal to marketers looking for effective ways to reach audiences,” said Gallagher. “Ad equity is essential for marketers; campaigns are seven times more impactful when audiences are receptive to the ads.”
The study also found that YouTube remains the top platform for capturing consumer attention, with Prime Video ranking in the top five for both consumers and marketers. Pinterest stands out as the only social platform to break into the top five, reflecting its growing influence among Gen Z users who are drawn to its positive and inspiring content. Meanwhile, Google Search continues to dominate, particularly in India and the Philippines, and Amazon shows strong performance in Australia.
Key Insights from the Study:
- Top Media Channels in APAC 2025:
- Consumers:
- Digital Out-of-Home (DOOH) Ads (+2)
- In-person Sponsored Events (-1)
- Out-of-Home Ads (-1)
- Cinema Ads (New to Top 5)
- Point of Sale Ads (-)
- Marketers:
- Digital Out-of-Home Ads (New to Top 5)
- Online Video Ads (-1)
- Display Ads (New to Top 5)
- In-person Sponsored Events (New to Top 5)
- Social Media Stories (-3)
- Consumers:
Offline Touchpoints Gain Popularity
While digital channels are critical, offline touchpoints like Digital Out-of-Home ads have surged, climbing two spots since 2024. The rise of cinema ads also reflects a growing appreciation for immersive, high-quality advertising experiences. These trends indicate that brands are increasingly leveraging both digital and traditional media to create impactful, engaging campaigns.
“The continued success of DOOH highlights the importance of public spaces for creative storytelling and deeper engagement,” Gallagher explained. “Marketers should maintain a balanced, omni-channel strategy to connect with consumers across both digital and offline platforms.”
Generative AI’s Growing Role and Consumer Concerns
While marketers embrace the efficiency and creativity of generative AI, consumer concerns around AI-generated content are on the rise. The study shows that 62% of APAC marketers are excited about using AI in their advertising efforts, with 56% of consumers claiming they can identify AI-generated ads. A significant 63% of consumers express concern over the potential for fake ads created by AI.
“Efficiency is crucial for marketers, but authenticity remains the key to winning consumers’ trust,” Gallagher advised. “In the world of generative AI, marketers must strike the right balance between innovation and maintaining the authenticity that resonates with audiences.”