ÌÇÐÄÆƽâ°æ

The Traditional TV & Home Video Market in Thailand is experiencing mild growth, influenced by factors such as evolving consumer preferences, increased competition from digital platforms, and ongoing investments in content quality and local programming, which enhance viewer engagement.

Customer preferences: Consumers in Thailand are showing a growing preference for localized content that resonates with their cultural heritage and social values, leading to an increased demand for Thai dramas and variety shows. Additionally, younger audiences are gravitating towards interactive viewing experiences, such as live voting during reality shows and social media engagement during broadcasts. This shift is further influenced by the rise of mobile viewing, as families often watch content together on smartphones, blending traditional viewing habits with modern technology.

Trends in the market: In Thailand, the Traditional TV & Home Video Market is experiencing a surge in demand for localized content, particularly Thai dramas and variety shows that reflect cultural narratives and social values. This trend is significant as it highlights a shift towards content that resonates deeply with viewers, fostering a sense of identity. Additionally, younger audiences are embracing interactive viewing experiences, such as live voting and social media engagement during broadcasts. This evolution, driven by the prevalence of mobile viewing, suggests that families are blending traditional and modern viewing habits, compelling industry stakeholders to adapt by investing in interactive formats and localized productions to capture and retain audience attention.

Local special circumstances: In Thailand, the Traditional TV & Home Video Market is shaped by a rich tapestry of cultural narratives and social values that drive viewer preferences. The popularity of Thai dramas and variety shows reflects the nation’s emphasis on storytelling that resonates with local identities. Additionally, regulatory support for local content production encourages broadcasters to prioritize homegrown talent. Geographically, Thailand's diverse regions influence content themes, fostering a blend of traditional and modern viewing habits as families increasingly engage through mobile platforms and interactive experiences.

Underlying macroeconomic factors: The Traditional TV & Home Video Market in Thailand is significantly influenced by macroeconomic factors such as economic growth, consumer spending, and technological advancements. As Thailand's economy shows resilience and growth, disposable income rises, enabling households to invest more in entertainment options. The government's fiscal policies promoting local content and investment in the media sector further stimulate market dynamics. Moreover, the global shift towards digitalization encourages traditional broadcasters to innovate, blending traditional viewing with digital platforms. These trends are coupled with cultural factors, where the demand for local storytelling remains strong, reinforcing the market's stability and growth potential.

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.