Amazon and TikTok dominate global consumer advertising preferences, says Kantar

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The company has presented its annual report “Media Reactions 2024”, highlighting the changes in users’ receptivity and preferences towards media and advertising platforms.

Kantar has released its “ Media Reactions 2024 ” report , revealing new zealand number screening that Amazon and TikTok lead global advertising preferences among consumers. Netflix , a newcomer to the advertising space, has managed to position itself among the top five platforms for both consumers and marketers.

This analysis explores receptivity to various advertising formats and channels, as well as preferences across generations and regions.

The study was based on interviews with approximately 18,000 consumers in 27 markets and more than 1,000 marketing professionals , providing a comprehensive perspective of the current media and advertising landscape.

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Key figures :
Amazon and TikTok : Consumer Favorites . Amazon is a relevant and useful platform, while TikTok stands out for offering the most entertaining ads. Meanwhile, Netflix joins the top 5 for its less intrusive advertising experience, valued by consumers looking for lower volume of ads.
Sustained increase in advertising receptivity : 47% of consumers are receptive to ads in general, vs. just 19% in 2016. In particular, receptivity to online video ads has climbed from 28% in 2012 to 54% in 2024, and advertising on gaming platforms has grown from 25% to 54% in the same period.
Generational differences : While Generation Z prefers Amazon ads and appreciates content with good music (with 50% acceptance), more mature generations such as baby boomers value humor in ads ( 54% ).
Digital Channels Budget : Globally, more than 50% of marketers plan to increase their investment in online video , streaming TV, influencer content and social media ads. However, more traditional channels such as linear TV and radio project a decline in spending intent, reflecting the increasing migration to digital environments.