Kantar’s Media Reactions 2025 report, which is based on interviews with more than 21,000 consumers across 30 markets and around 1,000 senior marketers, saw Amazon joined by Twitch in fourth and Prime Video in fifth of the media brands with the highest consumer preferences.

Snapchat and TikTok rounded out the rest of the top five for consumers, coming in second and third respectively.

For the first time, more than half of people ( 57%) said they were generally receptive to advertising, rising from 47% last year.

Among marketers, YouTube was the highest ranked media platform, followed by Instagram, Google, Netflix and Spotify.

When asked about their 2026 investment plans, 61% of marketers indicated they would increase their spend on influencer content next year, while 54% planned to increase their investment in TV streaming and 19% have indicated they’ll up their spend on TV and online video product placement.

However, there was a net 26% of marketers who were planning to decrease their spend on linear television.

The proportion of people bothered by AI-generated ads was up slightly to 44% from 41% last year, according to Kantar, and 57% of consumers said they were concerned about fake generative AI adverts.

At the same time, general attitudes towards generative AI are getting more positive among both consumers and marketers, though more marketers use the technology to work more efficiently ( 70%) than creatively ( 53%).   

Gonca Bubani, global director, media at Kantar, said: ““Brands need to fight for people’s attention, but marketers are not always reflecting consumers’ ad preferences. Amazon’s ad properties buck the trend by offering a variety of different experiences from its various channels.

Bubani added that X, formerly Twitter, had performed particularly poorly in the rankings: “One brand missing from both rankings is X. One year after Elon Musk sued brands for pulling their investment in the platform, things haven’t improved.

“A net 29% of marketers plan to decrease their spend on X next year, and nearly one in eight intend to pull their investment entirely. Having failed to make progress on content moderation, marketers have ranked X last among all global brands for trust for the third year in a row.”