Asia Pacific marketers plan higher 2026 spending on video and e-commerce

Kantar’s ranking of 2025 media channels placed digital out-of-home in the top position for both consumers and marketers.

More than half of marketers in the Asia Pacific plan to increase spending on online video, e-commerce, and influencer content in 2026, according to Kantar’s latest Media Reactions report.

According to the report, Netflix’s ad-supported tier is now the most preferred advertising platform among APAC consumers. 37% of respondents described Netflix ads as trustworthy, and 35% said they offered better quality. The platform ranked first for ad equity in both South Korea and Japan.

Marketers continue to view YouTube as the strongest platform for attention. Prime Video appeared in the top five for both marketers and consumers, whilst Pinterest entered marketers’ top five on the back of growing Gen Z engagement.

Google Search remained a strong performer in India and the Philippines, and Amazon held a strong position in Australia.

In Southeast Asia, TikTok topped consumer rankings for attention. In e-commerce advertising, Grab outperformed Shopee and Lazada on positive receptivity.

Kantar’s ranking of 2025 media channels placed digital out-of-home in the top position for both consumers and marketers. For consumers, DOOH was followed by in-person sponsored events, out-of-home, cinema, and point of sale. For marketers, DOOH led online video, display, in-person events, and social media stories.

The report said the rise of DOOH and the return of cinema to the consumer top five show that offline formats remain effective, with audiences responding to more immersive experiences.

Kantar also noted a split between marketer enthusiasm for generative AI and consumer concerns. 62% of marketers said they were excited about using AI in advertising, and 61% said they use it for efficiency.

At the same time, 56% of consumers said they can identify AI-generated ads, and 63% expressed concern about fake advertising, highlighting the importance of authenticity.

The study added that ad equity remains a key factor, with campaigns proving up to seven times more impactful when delivered to more receptive audiences. Overall ad receptivity has risen over the past five years.