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The OTT Video market in Thailand is witnessing moderate growth, fueled by increasing internet penetration, a shift towards on-demand content consumption, and a rise in advertising investments. These trends are enhancing user engagement and expanding the viewer base.

Customer preferences: Consumers in Thailand are gravitating towards localized content that reflects their cultural values and preferences, leading to a surge in demand for Thai-language programming and regional storytelling. This shift is particularly pronounced among younger demographics who favor streaming platforms that offer relatable narratives and diverse genres. Furthermore, the rise of mobile streaming aligns with the fast-paced lifestyle of urban dwellers, who seek flexibility in content consumption. As a result, OTT services are increasingly investing in original local productions to capture this evolving audience.

Trends in the market: In Thailand, the OTT video market is experiencing a notable shift towards localized content, with consumers increasingly demanding programming that resonates with their cultural values. This trend is particularly evident among younger audiences who prefer streaming services that provide relatable stories and diverse genres in Thai language. The rise of mobile streaming caters to urban dwellers’ fast-paced lifestyles, emphasizing the need for flexible content consumption. As a result, OTT platforms are prioritizing investments in original local productions, which could reshape the competitive landscape and influence content strategies for industry stakeholders.

Local special circumstances: In Thailand, the OTT video market is significantly influenced by the country's rich cultural heritage and diverse regional identities. The demand for content that reflects local traditions, folklore, and contemporary societal issues is driving platforms to invest heavily in Thai-language programming. Additionally, the prevalence of mobile internet usage, particularly in urban areas, has transformed viewing habits, allowing consumers to access content on-the-go. Regulatory support for local productions further enhances this trend, fostering a competitive environment where homegrown talent can thrive and connect with audiences on a personal level.

Underlying macroeconomic factors: The OTT video market in Thailand is shaped by several macroeconomic factors, including rising disposable incomes and increased consumer spending on entertainment. The nation’s robust digital infrastructure and expanding internet penetration support the growth of streaming services, while global economic trends such as shifts in advertising budgets towards digital platforms further enhance market potential. Additionally, government initiatives promoting digital content creation and local production tax incentives foster a thriving creative economy. As international players enter the market, competition intensifies, encouraging innovation and diversification of content that resonates with Thai audiences.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer �����ƽ��), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer �����ƽ�� data is reweighted for representativeness.