Three of consumers’ top five preferred ad platforms are Amazon brands, according to Kantar, the data and analytics company. Media Reactions ranks ad platforms based on consumers’ and marketers’ preferences, and no brand is in the top five across both groups. Amazon brands dominate the consumer ranking, with Amazon in first place, Twitch in fourth and Prime Video in fifth. Marketers’ preferred ad brands are YouTube, Instagram, Google, Netflix and Spotify – the same ranking as 2024. Gonca Bubani, global director, media at Kantar, commented: “Brands need to fight for people’s attention, but marketers are not always reflecting consumers’ ad preferences.