Amazon and TikTok dominate consumers’ global ad preferences, according to Kantar

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

Kantar has presented its report «Media reactions 2024“, revealing that Amazon y TikTok They lead global advertising preferences among consumers. Netflixa newcomer to the advertising space, has managed to position itself in the top five platforms for both consumers and marketing executives.

This analysis explores receptivity to different 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 healthcare professionals. marketingproviding a comprehensive perspective of the current media and advertising landscape.

• Amazon y TikTok: customer favourites. Amazon is a relevant and useful platform, while TikTok stands out for providing the most entertaining advertisements. On his part, Netflix It joins the top 5 for its less intrusive ad experience, rated by consumers looking for a lower ad volume.
• Steady growth in ad acceptability: Him 47% of consumers are open to advertising in general, vs. only one 19% in 2016. In particular, receptivity to online video advertising has increased from 28% in 2012 until 54% in 2024, and advertising on gaming platforms has increased by 25% al 54% in the same period.
• Generational differences: While Generation Z prefers advertising Amazon and values ​​pleasure with good music (with a 50% of acceptance), more mature generations such as baby boomers They appreciate humor in advertising (54%).
• Budget on digital channels: Globally, more than 50% of marketing professionals plan to increase their investments in online video, Broadcasts TV, influencer content and social media advertising. However, more traditional channels such as linear television and radio project a decrease in target spending, reflecting the migration increasingly to digital environments.