Media - Thailand

Thailand

In Thailand, revenue in the Media market is projected to reach €6.74bn in 2024.
The largest market of this market in Thailand is TV & Video, which is expected to have a market volume of €2.92bn in 2024.
In a global context, the highest revenue will be generated the United States, amounting to €496.60bn in 2024.
Additionally, in the Media market of Thailand, 36.60% of total revenues is forecasted to be generated through digital Media market by 2029.
Thailand's media landscape is increasingly embracing digital platforms, reflecting a shift towards online content consumption and innovative advertising strategies among local brands.

Key regions: United States, China, Japan, United Kingdom, Germany

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Analyst Opinion

The Media market in Thailand has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Thai consumers have shown a growing preference for digital media platforms, with an increasing number of people accessing content through smartphones and tablets. This shift in consumer behavior has led to a rise in demand for online streaming services, social media platforms, and digital advertising. Additionally, there has been a surge in the popularity of e-sports and gaming, with many Thai consumers actively participating in and consuming content related to these activities.

Trends in the market: One of the key trends in the Thai media market is the increasing adoption of over-the-top (OTT) platforms. These platforms offer a wide range of content, including movies, TV shows, and original programming, which can be accessed anytime and anywhere. This trend has been fueled by the availability of high-speed internet and the growing popularity of smartphones. As a result, traditional media channels such as television and radio have faced challenges in maintaining their audience share. Another trend in the Thai media market is the growing influence of social media. Platforms such as Facebook, Instagram, and YouTube have become important channels for content consumption and advertising. Thai consumers are spending more time on these platforms, engaging with content creators and brands. This has led to a shift in advertising budgets, with more companies investing in social media advertising to reach their target audience.

Local special circumstances: Thailand has a large and young population, with a high percentage of internet penetration. This has created a favorable environment for the growth of the media market, as more people have access to digital platforms. Additionally, the Thai government has been supportive of the digital media industry, implementing policies and initiatives to promote its development. This has attracted foreign investments and encouraged local companies to innovate and expand their offerings.

Underlying macroeconomic factors: Thailand's strong economic growth and rising disposable incomes have contributed to the growth of the media market. As people have more discretionary income, they are willing to spend on entertainment and media content. The country's tourism industry has also played a role in driving the media market, as international tourists bring with them diverse media preferences and consumption habits. In conclusion, the Media market in Thailand is experiencing growth due to changing customer preferences, including the adoption of digital platforms and the influence of social media. The local special circumstances, such as a large and young population and government support, have created a conducive environment for the development of the media market. The underlying macroeconomic factors, including strong economic growth and rising disposable incomes, have also contributed to the growth of the market.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on media spending (on traditional media as well as digital media). 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 / Market size:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, 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). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, 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 Insights data is reweighted for representativeness.