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Streaming in Thailand - statistics & facts

Content streaming is undoubtedly 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 their own online channels or apps. A survey revealed that OTT platforms were the leading platforms for viewing video content among Thai consumers in 2022, followed by video-sharing platforms such as YouTube. Additionally, OTT video services in Thailand are capturing a broader audience in Thailand, generating greater revenue since 2017.

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 to accommodate changing consumer preferences by launching their own OTT services, such as CH3+ and MONOMAX. However, globally known OTT video platforms like Netflix are still taking the lead, offering international content mainly dominated by the United States. Apart from Netflix, Disney+ Hotstar has recently become available in Thailand and attracted Thai viewers with Disney's original content for low prices. As for music streaming, the number of music streamers in Thailand has been gradually increasing and is forecast to reach almost nine 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 are YouTube, JOOX, and Spotify.

OTT media consumer perspective in Thailand

Several OTT services, such as YouTube and Facebook, generate income through advertisements instead of subscriptions. 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. Despite the inclination to be economical in this area, spending on home entertainment, such as home movie subscriptions, is forecast to increase next few years.

Interesting statistics

In the following 4 chapters, you will quickly find the 19 most important statistics relating to "Streaming in Thailand".

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