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In a survey on over-the-top (OTT) streaming in Thailand in 2022, ** percent of respondents stated that they watched free-to-air television at least once a week. At the same time, ** percent of respondents watched video content on free streaming services. OTT media services have gained popularity among Thai consumers, resulting in lower TV viewership in the country. The advertising spending on televisions in Thailand was forecast to decrease in 2020.

The rise of over-the-top media services during COVID-19 pandemic

Since 2017, Thai internet users have shown more interest in online entertainment such as watching video content and listening to music online. However, the coronavirus (COVID-19) pandemic accelerated this consumer demand even more, particularly for over-the-top (OTT) content. As the pandemic was ongoing, the filming of numerous Thai soap operas could not be conducted, resulting in a lack of new content on free TV. This has led Thai consumers to satisfy their entertainment consumption needs via online streaming. In addition, a survey on spending patterns in Thailand revealed that Thai consumers would spend more on home entertainment in the next few years, which includes subscriptions for home cinema and gaming, for instance.