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Amazon brands appear in three of consumers’ top five preferred ad platforms, according to Kantar’s annual Media Reactions report 2025.

Amazon takes first place, with Twitch in fourth and Prime Video in fifth. The two other brands in the consumer top five are Snapchat in second and TikTok in third.  

Snapchat moved up four places from last year, as consumers feel the ads are less intrusive than in 2024. Meanwhile, consumers praised TikTok ads for being “attention-grabbing”, “fun” and “entertaining”. 

Kantar’s global study of the media landscape is based on interviews with over 21,000 consumers and around 1,000 senior marketers. 

The list of marketers’ top five preferred ad platforms does not have any in common with the consumer list, and has not changed since 2024. The ranking was YouTube, Instagram, Google, Netflix and Spotify.

Last year, the two lists had more similarities, with the consumer top five being: Amazon, TikTok, Instagram, Google and Netflix.

On Amazon’s dominance of the list, Libby Darley, head of planning and Dentsu’s iProspect, told Campaign that media professionals often forget about the original product benefits of platforms like Amazon, and that consumers are less bothered on the media benefits.

“We’re probably somewhat blinded by the complexities that have historically existed within the Amazon ecosystem to buy media. Consumers don’t see that. They just know that you buy anything from Amazon and it arrives tomorrow, and the advertising opportunities are very native, and hence don’t detract from that user experience,” she said.

“The marketers list is much more traditional – these are well experienced platforms that have a concrete role in our lives. Maybe we’re more purist about the role of Amazon as an ecommerce giant rather than a media platform,” Darley added.

X was missing from both top five rankings, and appears bottom of the marketers’ list for the third year in a row.

Gonca Bubani, global director of media at Kantar, said: “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.”

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

Top-ranking media channels by preference remain largely unchanged, and hold more similarity between the consumer and marketer list.

As part of the study, Kantar asked marketers about their investment plans for 2026 across ad channels.  

Creators and influencers should benefit, as a net 61% of marketers plan to increase their spend on influencer content next year. This coincides with a predicted increase in social commerce investment, where a net 53% of marketers are planning to increase spend.  

Over half (54%) of marketers plan to increase their investment in TV streaming and 19% have indicated they will up their spend on TV and online video product placement. This is offsetting the net 26% of marketers planning to decrease their spend on linear TV.    

“People love to speculate about the death of linear TV, but the decrease in ad investment is only one part of the story,” Bubani added. 

“Consumers trust broadcast TV advertising, and it still delivers the most significant brand impact. But the cost of creating TV ads makes it tempting to spend big to get them seen, meaning marketers tend to overinvest in TV relative to its return. Marketers are right to reallocate some of this budget so that their media mix is more efficient, but the creative process has to start by considering each platform’s strengths – not by adapting assets down the line.” 

This story first appeared on Campaign UK.