Streaming in Thailand - statistics & facts

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, but mostly dominated by content from 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. It is forecast to reach almost nine million in the next years. Music applications were preferred when listening to online music for Thai people. Some of the most popular music streaming platforms in Thailand are YouTube, JOOX, and Spotify.

OTT media consumer perspective in Thailand

Several OTT services generate income through advertisements instead of subscriptions such as YouTube and Facebook. A survey conducted in 2020 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. In addition, the share of Thai viewers who made a product purchase after watching advertisements on OTT videos was still lesser than those who conducted only searches of the products being advertised. Despite the inclination to be economical in this area, it is forecast that Thai consumers would spend more on home entertainment such as subscriptions for home movies in the next few years.

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