Content streaming has undoubtedly been gaining momentum in Thailand in recent years. Thai consumers enjoy the convenience and flexibility of media consumption anywhere and anytime. Apart from big global players like Netflix and Amazon Prime, free TV channels in Thailand are also adapting to this new consumer demand, allowing viewers to watch their favorite shows through online channels or apps. A survey revealed that Over The Top (OTT) providers were the
in 2022, followed by video-sharing platforms such as YouTube. Additionally,
are capturing a broader audience and have been generating greater revenue since 2018.
OTT media services landscape in Thailand
The OTT video market in Thailand comprises both international platforms and local ones. Various Thai entertainment companies have tried accommodating changing consumer preferences by launching their OTT services, such as CH3+, TrueID, and MONOMAX. In terms of the international OTT service providers in Thailand,
Netflix leads with the highest consumer satisfaction rate and market share. Apart from Netflix, HBO GO, Disney+ Hotstar, and Amazon Prime Video have recently become available in Thailand. As for music streaming,
the number of music streamers in Thailand has been gradually increasing and is forecast to reach over ten million in the next few years. Music applications are generally preferred when listening to online music. Some of Thailand's most popular music streaming platforms include YouTube, JOOX, and Spotify.
OTT media consumer perspective in Thailand
A survey on OTT consumer behavior suggested that Thai consumers were still inclined to choose a
free service that shows advertisements instead of paying for an ad-free experience or fewer ads. Furthermore, the share of
Thai viewers who made a product purchase after watching advertisements on OTT videos was still less than those who conducted only searches of the advertised products. Some OTT platforms that are popular among Thais, such as YouTube, iQiyi, and Viu, offer free streaming services. By generating main income through advertisements, those platforms could benefit from offering subscriptions with enhanced features to customers. Despite the inclination to be economical in this area, spending on home entertainment, such as home movie subscriptions, is forecast to increase in the next few years.
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