Market Insights Advertising & Media Media

TV & Video - Thailand

Thailand

In Thailand, revenue in the TV & Video market market is projected to reach €2.92bn in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 1.66%, resulting in a projected market volume of €3.17bn by 2029.
The largest market within this market in Thailand is Traditional TV & Home Video, with a market volume of €2.17bn in 2024.
In global comparison, most revenue will be generated the United States, which is expected to reach €257.20bn in 2024.
In Thailand's TV & Video market market, the number of users is expected to amount to 60.8m users by 2029.
User penetration in the TV & Video market market in Thailand is expected to be at 80.6% in 2024.
The average revenue per user (ARPU) in Thailand is projected to amount to €50.42 in 2024.
Thailand's TV and video market is increasingly shifting towards digital streaming platforms, reflecting a growing consumer preference for on-demand content over traditional broadcasting.

Key regions: China, South Korea, Asia, France, United Kingdom

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Analyst Opinion

The TV & Video market in Thailand has witnessed significant growth in recent years, driven by changing customer preferences and the increasing availability of digital content.

Customer preferences: Thailand has a large and growing middle class population, which has led to a rise in disposable income and increased spending on entertainment. As a result, consumers are increasingly demanding high-quality content and are willing to pay for premium TV and video services. Furthermore, the younger generation in Thailand is more tech-savvy and prefers to consume content on digital platforms, such as streaming services and online video platforms. This shift in customer preferences has led to a surge in the popularity of OTT (over-the-top) services, which offer a wide range of on-demand content.

Trends in the market: One of the key trends in the TV & Video market in Thailand is the increasing adoption of streaming services. Subscription-based platforms like Netflix and Amazon Prime Video have gained significant traction in the country, offering a vast library of international and local content. This trend is driven by the convenience and flexibility that streaming services provide, allowing consumers to watch their favorite shows and movies anytime, anywhere. Additionally, the COVID-19 pandemic has further accelerated the growth of streaming services, as people spent more time at home and sought entertainment options. Another trend in the market is the growing popularity of local content. Thai TV shows and movies have gained international recognition, attracting a global audience. This has led to increased investments in local content production, as streaming platforms and broadcasters strive to cater to the demand for Thai content. Furthermore, Thai consumers have shown a preference for content that reflects their culture and values, which has led to the emergence of niche platforms focusing on Thai lifestyle, food, and travel.

Local special circumstances: Thailand has a unique media landscape, with a mix of free-to-air TV channels, cable TV, and satellite services. Free-to-air TV channels remain popular, especially among older generations who are accustomed to traditional broadcasting. However, the younger generation is increasingly cutting the cord and opting for digital platforms. This has created a fragmented market, with a wide range of options for consumers to choose from.

Underlying macroeconomic factors: Thailand's strong economic growth and increasing urbanization have contributed to the development of the TV & Video market. The country's GDP per capita has been steadily rising, leading to higher disposable incomes and increased spending on entertainment. Additionally, the rapid expansion of internet infrastructure and the growing penetration of smartphones have made it easier for consumers to access digital content. The government's push for digitalization and the development of the digital economy have also played a role in driving the growth of the TV & Video market in Thailand. In conclusion, the TV & Video market in Thailand is experiencing significant growth, driven by changing customer preferences, the popularity of streaming services, and the increasing demand for local content. The unique media landscape and underlying macroeconomic factors have also contributed to the development of the market. As the market continues to evolve, it will be interesting to see how players in the industry adapt to meet the changing needs and preferences of Thai consumers.

Methodology

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 Insights), 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 Insights data is reweighted for representativeness.