Advertising receptivity increases and Amazon dominates consumer preferred spaces

For the first time, 57% of consumers worldwide say they are receptive to advertising in general, an increase from last year's 47%.This is what Media Reactions 2025 shows, from Kantar, a world leader in marketing data and analytics.

In Latin America, that number remains at 57%. Kantar data shows that advertising campaigns have seven times more impact among more receptive audiences, and people are more receptive than ever.“This is good news for marketers in a tough economy, but not enough to overcome anxiety over the fragmented media landscape, with only two-thirds of marketers confident they are successfully integrating their campaigns across all” media channels, explains Leonardo Pinheiro, director of digital and media at Kantar Brasil.

Globally, the study found that three of the five consumer-favored ad platforms are Amazon brands.Amazon itself comes first, Twitch (live video streaming platform focused initially on video games) debuts in fourth position and Prime Video in fifth place.The other two brands in the top five of consumers are Snapchat in second and TikTok in third.In Latin America, the three preferred brands of consumers are Amazon, Google and Pinterest.

Snapchat ads are seen as fun and interesting, and consumers feel they are less intrusive than they were in 2024. Meanwhile, consumers praised TikTok ads for being particularly flashy, fun and interesting. Markers of marketers' favorite ads are YouTube, Instagram, Google, Netflix and Spotify same classification as 2024.

Media Reactions ranks ad platforms based on the receptivity of consumers and marketers, and no brand is in the top five in either group.

“Brands need to fight for people's attention, but marketers don't always reflect the ad preferences of” consumers, explains Pinheiro.“Amazon ad properties counter the trend by offering a variety of different experiences across their various channels

Consumers trust Twitch ads more than anywhere else, but many marketers assume that audiences passionate about gaming and live streaming are niche, restricted groups.

The 2025 edition shows the absence of X in both rankings.About 29% marketers plan to reduce their X spend next year, and nearly one in eight intends to cut their investments entirely.

Without making progress in content moderation, marketers ranked X last among all global brands in terms of trust for the third consecutive year”, Pinheiro said.

Below are the media brands that rank highest by preference, globally

As part of their study, Kantar asked marketers about their 2026 investment plans in their ad channels. Creators and influencers should benefit61% of marketers plan to increase their influencer content spend next year.

“Creators campaigns require a detachment from traditional ways of working.Creators are not actors that meet the demands of a brand, so the value exchange is very different”, explains Pinheiro. “Every dollar spent with an influencer is a dollar over which marketers do not have full control. The most successful and authentic partnerships with creators depend on flexibility within clear limits around the values, tone and assets of a brand.” This coincides with an anticipated increase in investment in social commerce, in which 53% of marketers plan to increase spending.

Already 54% of marketers plan to increase their investments in TV streaming and 19% have indicated that they will increase their spending on TV and online video merchandising.However, 26% of marketers planning to reduce their spending on linear TV.

For the director, consumers trust advertising on open TV, and it still generates significant impact for the brand, but the cost of creating TV ads makes it tempting to spend a lot to be seen, which means that marketers tend to invest more in TV in relation to its return. “Marketers are right to reallocate part of that budget so that their media mix is more efficient, but the creative process needs to start considering the strengths of each platform & not adapting assets throughout the” process, he says.

Consumer receptivity to AI-generated ads

Trust implications are influencing consumers, with the number of people bothered by AI-generated ads rising slightly to 44%, from last year's 41%, and 57% concerned about GenAI fake ads.At the same time, general attitudes towards GenAI are becoming more positive among consumers and marketers, although more marketers use the technology to work more efficiently (70%) than creatively (53%).

In Latin America, 60% of consumers have a positive view of generative artificial intelligence.

For Pinheiro, AI is most valuable when it is also adopted as a creative partner.“She is offering marketers new ways to explore ideas, test what resonates, and make smarter, faster decisions.The opportunity it represents is huge, but it will only come from a mindset of curiosity, not a cautionary”, he says.

Below, the list of media channels ranked best by receptivity, globally: