A new wave of investment is reshaping the Asia Pacific advertising landscape as APAC marketers signal stronger spending intentions across online video, e commerce, and influencer content in 2026. Findings from Kantar Media Reactions 2025 reveal that more than half of marketers in the region plan to increase budgets in these channels, reflecting rapid shifts in consumer behavior and growing confidence in digital formats that deliver measurable engagement. The annual study analyzes the attitudes and preferences of both marketers and consumers and highlights significant changes in platform performance and media strategies across the region.
One of the most notable outcomes is Netflix emerging as the most preferred global advertising platform among consumers in APAC, marking the first time an ad supported streaming service has led the list regionally. Andy Gallagher, APAC Head of Media at Kantar, described the milestone as a turning point for the streaming ecosystem. “Almost two in five thirty seven percent consumers believe Netflix delivers trustworthy ads and over one third thirty five percent 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 the Netflix top global ranking too for better quality ads and being known for hosting immersive content.”
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Gallagher added that Netflix rapid rise globally and across APAC is driven by positive consumer sentiment and innovative advertising formats that are attracting greater marketer interest. “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,” he said.
The study further reveals that YouTube remains the top platform for capturing attention among APAC marketers, while Prime Video also ranks among the top five for both consumers and marketers, demonstrating the influence of OTT platforms. Pinterest is the only social platform to place within the top five for marketers, driven by strong adoption among Gen Z who value creative and inspiring content. Google Search continues to dominate in markets such as India and the Philippines, and Amazon performs strongly in Australia. In SouthEast Asia, TikTok leads in consumer engagement for attention capture, and Grab has surpassed Shopee and Lazada in positive receptivity to advertising within e commerce environments.
The research also confirms the enduring strength of offline channels. Digital Out of Home ads ranked first among both consumers and marketers in APAC, reflecting renewed interest in large scale public screen formats and high impact creative storytelling. Cinema advertising entered the top five for consumers, highlighting the continuing appeal of immersive viewing experiences. Gallagher said the momentum behind DOOH represents a strategic opportunity to combine physical presence with creative expression in public spaces. He emphasized that while digital growth is essential, a balanced and integrated media mix remains critical across APAC diverse markets.
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Generative AI is another growing influence. Gallagher noted that marketers are embracing AI for operational efficiency, with sixty two percent excited about applying AI to advertising and sixty one percent using generative AI to work more efficiently. However, fifty six percent of consumers say they can identify AI generated ads, and sixty three percent express concern about the potential spread of fake content. Gallagher cautioned that the pursuit of speed must not overshadow the importance of trust. “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.”
As APAC marketers evaluate next year’s media investments, the insights signal a strong shift toward video driven engagement paired with continued reliance on experiential and real world formats. The blend of online growth and offline resurgence suggests an omnichannel environment where trust, immersive content, and authenticity will determine success in 2026.
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