iWorld
Netflix steals the streaming crown as APAC marketers bet big on video ads
MUMBAI: Netflix has pulled off a streaming coup in Asia-Pacific, snatching the title of most preferred ad platform from its rivals—a first for any subscription service in the region. The shift marks a watershed moment as marketers scramble to follow consumer eyeballs to wherever they’re glued next.
According to Kantar Media Reactions 2025, over half of APAC marketers plan to pump more cash into online video, e-commerce and influencer content next year. But here’s the kicker: it’s Netflix that’s caught their fancy, not just YouTube’s tried-and-tested ad machine.
“Almost two in five consumers believe Netflix delivers trustworthy ads and over one-third say they are of better quality,” says Kantar APAC head of media Andy Gallagher. The streaming giant ranks highest for ad equity in South Korea and Japan, with Japanese audiences particularly sold on the platform’s quality and trustworthiness. “Ad equity matters. Our studies prove that campaigns are seven times more impactful among more receptive audiences,” Gallagher adds.
YouTube still holds court as the best platform for capturing consumer attention amongst marketers, whilst Prime Video has muscled into the top five for both camps. Pinterest—fuelled by Gen Z’s appetite for feel-good content—is the lone social platform crashing the marketers’ top five party. Meanwhile, Google Search dominates in India and the Philippines, and Amazon flexes its muscles in Australia.
In southeast Asia’s social media scrum, TikTok tops the consumer vote for attention-grabbing ads. On the e-commerce front, Grab has leapfrogged both Shopee and Lazada in winning positive consumer sentiment.
But plot twist: offline is fighting back. Digital out-of-home ads have jumped two spots to claim the number one position with consumers, whilst cinema ads have gate-crashed the top five for the first time. DOOH also nabbed the top spot with marketers—a new entrant to their rankings.
“The rise of DOOH signals a strategic opportunity for brands to leverage public spaces for creative storytelling,” notes Gallagher. “Consumer preferences extend well beyond digital media, reaffirming the enduring relevance of traditional channels. Test and learn to maximise the impact that new possibilities can bring for your brand.”
Then there’s the AI elephant in the room. Whilst 62 per cent of APAC marketers are buzzing about AI applications in advertising and 61 per cent are using generative AI to work faster, consumers aren’t quite ready to join the love-in. Some 56 per cent reckon they can spot an AI-generated ad a mile off, and 63 per cent fret that generative AI could spawn fake content.
Gallagher’s parting shot? “Efficiency may capture time for marketers, but authenticity is what will capture the hearts and trust of consumers.” Consider that the mic drop for 2025’s media landscape.
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
