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Vendor reportKantar, 8 Sep 2026

Not a single brand appeared in both the consumer and marketer top five advertising platforms in 2025

Channel validation

Reader Note:
Consumers' five favourite ad platforms were Amazon in first place, then Snapchat, TikTok, Twitch and Prime Video. The marketers' list is led by YouTube, Instagram and Google. Amazon has three brands inside the consumer top five and none of them appears in the marketer list at all.
Evidence:
Self-reported behaviour
Vendor interest:
Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:
Survey of 21,267 consumers in 30 markets and 974 senior marketers worldwide; selection method not disclosed in this article.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

  • Exact numbers, or saying that one thing caused another.
  • The source never says how this number was measured.
  • This comes from a company with a commercial interest in this market, so it is not a neutral source.
  • The source says how much it looked at, but not how any of it was chosen.
Channel validationTrend

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Vendor report

GWI, 2026

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

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