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The TV & Video market in Thailand is witnessing mild growth, influenced by factors such as the gradual shift toward online streaming services, evolving consumer preferences for on-demand content, and the ongoing competition among traditional broadcasting platforms.

Customer preferences: Consumers in Thailand are increasingly gravitating towards subscription-based video-on-demand platforms, reflecting a preference for personalized viewing experiences and convenience. The rise of mobile internet usage, particularly among younger demographics, has fueled this trend, as users seek content that fits their lifestyles. Additionally, local content production is gaining traction, with audiences showing a strong affinity for culturally relevant programming, enhancing engagement and loyalty to specific platforms. This shift is reshaping the competitive landscape of the TV & Video market.

Trends in the market: In Thailand, the TV & Video market is experiencing a significant shift towards subscription-based video-on-demand platforms, driven by a growing demand for personalized and on-demand viewing experiences. The increasing penetration of mobile internet, particularly among younger audiences, is propelling this trend as consumers seek content that aligns with their dynamic lifestyles. Furthermore, there is a marked rise in the production of local content, which resonates deeply with viewers, fostering stronger engagement and brand loyalty. This evolution is reshaping the competitive landscape, presenting both challenges and opportunities for industry stakeholders, who must adapt to the changing preferences and invest in innovative content strategies.

Local special circumstances: In Thailand, the TV & Video market is uniquely shaped by its rich cultural heritage and diverse regional influences, which drive content preferences and consumption patterns. The local appetite for traditional storytelling, combined with modern themes, fosters the production of culturally relevant programming that resonates with audiences. Additionally, regulatory support for local content initiatives incentivizes creators to explore indigenous narratives. The geographical diversity also influences viewing habits, as urban areas lean towards high-speed streaming, while rural audiences may prefer mobile accessibility, creating a dynamic market landscape that requires tailored strategies from stakeholders.

Underlying macroeconomic factors: The TV & Video market in Thailand is significantly influenced by macroeconomic factors such as GDP growth, consumer spending, and the expansion of digital infrastructure. A robust national economy fosters higher disposable incomes, enabling consumers to invest in premium content and subscription services. Additionally, the rise of e-commerce and mobile payment systems enhances accessibility to streaming platforms. Global trends, such as the shift towards on-demand viewing, also shape local content strategies. Fiscal policies promoting digital media investment further stimulate growth, while the competitive landscape encourages innovation in programming and distribution channels tailored to diverse audience preferences.

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 segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Segment size:

The segment 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 ÌÇÐÄÆƽâ°æ), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the segment 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 segment. 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 ÌÇÐÄÆƽâ°æ data is reweighted for representativeness.