Market Insights Advertising & Media Esports

Media Rights - Thailand

Thailand

In Thailand, revenue in the Media Rights market market is projected to reach €2.1m in 2024.
The revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 20.04%, leading to a projected market volume of €5.3m by 2029.
While most revenue is generated the United States, Thailand's projected market volume is anticipated to be €68.3m in 2024.
In Thailand, the increasing popularity of eSports is driving significant competition among media rights holders, enhancing content accessibility and viewer engagement.

Key regions: United States, Sweden, Asia, Europe, Germany

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Analyst Opinion

The eSports market in Thailand has shown considerable growth, driven by factors like increasing media rights adoption, rising awareness of eSports among consumers, and the convenience of online gaming services.

Customer preferences: With the rise of online streaming platforms and the growing popularity of eSports events, there has been a significant increase in demand for media rights in the eSports market in Thailand. This surge in demand is driven by the younger demographic who are avid consumers of eSports content and are willing to pay for access to live events and exclusive content. Additionally, the increasing adoption of smartphones and the rise of social media have made it easier for eSports organizations to reach and engage with their target audience, leading to a shift towards digital media rights deals.

Trends in the market: In Thailand, the eSports market is experiencing a surge in popularity, especially among the younger generation. This has led to an increase in media rights deals, with major broadcasters and streaming platforms investing in exclusive broadcasting rights for eSports tournaments and leagues. This trend is expected to continue, with the trajectory showing a steady growth in media rights deals. This is significant for industry stakeholders as it provides a new source of revenue and exposure for eSports. However, it also raises concerns about the potential exclusivity of content and accessibility for fans. As the market continues to evolve, it will be important for industry stakeholders to balance profitability with inclusivity in order to maintain a sustainable and thriving eSports market in Thailand.

Local special circumstances: In Thailand, the eSports market is rapidly growing, driven by the country's young and tech-savvy population, as well as the government's efforts to promote the digital economy. This unique combination has created a favorable environment for eSports to thrive, with a strong focus on mobile gaming and live streaming platforms. Additionally, Thailand's regulatory environment is favorable, with minimal restrictions on online gaming and a supportive stance on eSports as a legitimate sport. These factors have contributed to the rapid growth of the media rights market within the eSports market in Thailand, making it a highly lucrative market for investors and players alike.

Underlying macroeconomic factors: The Media Rights Market within the eSports Market in Thailand is influenced by macroeconomic factors such as the country's growing digital landscape, favorable investment policies, and government support for the development of the eSports industry. Thailand's strong economic growth, stable political environment, and increasing technology adoption have contributed to the growth of the eSports market in the country. Furthermore, the rising interest and participation in eSports among the Thai population have also created a favorable environment for the growth of the Media Rights Market within the eSports Market. The growing middle class and disposable income in Thailand have also led to increased spending on media and entertainment, further boosting the demand for eSports content and media rights.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Media Rights market, which comprises revenues from ownership rights of media agencies. These include payments to industry stakeholders to secure the rights to show Esports content on a channel, payments from streaming platforms (e.g., Twitch) to organizers to broadcast their content, payments from foreign broadcasters to secure the rights to show content in their region, or the copyright costs for showing video/image content of an Esports competition. All figures are based on net revenues and exclude agency commissions, rebates, and production costs.

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 Insights), 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 various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

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. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

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 Insights data is reweighted for representativeness.