Im excluding established characters because anduin will always be my man.
My favourite new character is merrix.
Dudes a badass. Love him.
(Honorable mention to korgran)
S tier: Moira, Dagran, Anduin, Thrall
A tier: Faerin, Stoneward Baelgar, Magni
ā¦
F tier: Alleria, Turalyon (good lore, horrible writing)
(Not a complete list)
For me it has to be Alyza, would adopt instantly
Bad enough I was still reeling from Khadgar, then you go and have a Dementia questline that made me need to take a minute
Honestly Iām liking most of the new characters, but damn some of the storyline so far has been heartbreaking
she scared meā¦
Ive kinda grown fond of the little Kobold you have to do quests for.
Id kill him in a heartbeat, just a little bit longer of a heartbeat than I would anyone else.
Xalāatath. Which is still weird to me. I canāt stand the void nonsense but she somehow won me over.
I like Allerias new look but her character arc just seems to be āme angryāā¦ which makes sense but Iām sure weāve done this dance with Jaina and Tyrande at this point. Iām begining to think someone at blizzard has an few issues to work out.
Also really taken to the candle creature. Blizzard made me care about a kobold. Iāll never forgive them for this.
Most of the others Iāve so far found fairly forgettable. Magniā¦ is Magni, even when they made him diamond he never shined for me. Anduin isā¦ Anduin. The Dwarves in general are Dwarves, theyāll never be interesting because Dwarves arenāt interesting to me.
I like the NPC that escorts you through the delves. Heās annoying but an entertaining annoying. Like an amusing fart.
Thrall.
Heās there for the first few quest and then itās like he suddenly realizes mid way through that heās sick of new expansion introductions and just goes awol.
To be fair he did lose his axe last time so I donāt blame him ^^
Skitter. āKobolds are clever and friendly.ā 
That asideā¦ people gonna hate, but I enjoyed Hallowfall a lot with introduction of Faerin and the development of Anduin. Faerinās visual design is a little off, i.e. she needed an arm down to the elbow to make the shield thing make sense, but Iāll forgive that oversight because her characterisation is otherwise very good. Anduin meanwhile has never seemed more tangible. Iām invested in him finding a way to call on the light again in a way I havenāt been since Shadowlands.
And it was nice that part of Hallowfall wasā¦
ā¦as simple as getting invited to sit at a table with Anduin, Faerin, sometimes Alleria and just socialise. 99% of people will not have sat and gone through those dialogs, but they brought our PCs into the world in a way I have never seen before. That felt like a real change to how the storytelling involves us.
Also that one pandaren in the Ringing Deeps whoās been pulled in as an expert in vapour magic.
Iāve only quested on Alliance characters (got Loremaster today) but I have not seen the Big Green anywhereā¦ does he actually show up for Horde?
We made a monster but I would take a chance to let her be a normal child again.
Her and Mr. Sunflowerās lack of patience with workplace abuse are two of the more memorable short side quests to me.
I like that as well both from the story perspective but also because of how fluid it makes questing feel since it is something that really can feel like a chore to get through when levelāing subsequent characters. In that way the various āstay a while and listenā options are a nicer way to get the lore than having to sit through a good minute or two of characters just talking before you can progress further.
Baelgrim
He came in like an absolute chad, kicked booty, and then went out in a blaze of glory.
Mr Sunflower was definitely a close second. Iāve loved doing both those storylines.
I like Faerin.
She is gentler and more positive than i expected. I was expecting an angry and annoying character when looking at her model.
She was surprisingly pleasing.
Thrall only appears on the level 80 campaign. He was away during the leveling campaign.
I think Xalatath is one of the best villains the wow story had so far. The way she is presented and written in the game is also very epic. There was an odd moment though with a zoom-in on her feet, where you could have thought, Hidetaki Miyazaki was directing this cinematic 
Anyways, they really did a great job building this villain up over a long period. I hope there will be similar characters on the good side, that also get built up as epically as her. I donāt really like Alleria though, but I think Anduin could become the greatest hero the story had so far, if he overcomes all his trauma and gets a similar status as Varian had.
Xalāatath 
dont know, i leveled with questing addon and skipped every single cutscene. dwarves are boring
Ancient proverb: Never reel until you see a body, and CSI has confirmed a DNA match.
.
There is no main character in TWW I am expecially interested in. Alleria is doing OK, and could develop well. Anduin is descending past rock bottom, and digging a hole - appropriate for the expansion, I guess. 
I guess Thrall doesnāt like caves any more than I do, and has sensibly vanished.
I seriously like Merrixās style. If they develop him, he could definitely become an interesting prominent character.
There is a side quest chain centering on Korgran that got me, in the tradition of Crusader Bridenbrad or Runas the Shamed. After the absurdly contrived Baelgrim Redshirt Incident, somebody in there did something to redeem a bit of story teling. 
Anduin i like how he gets angry at shadows and tries to slash shadows