Streaming in Thailand - statistics & facts
Spending approximately eight hours surfing the internet daily, Thai netizens are accustomed to consuming digital entertainment. Streaming allows Thai consumers to enjoy the convenience and flexibility of media consumption anywhere and anytime. In 2024, a survey revealed that Netflix was Thailand’s most popular video-on-demand service (SVoD), followed by YouTube. To emulate the success of these global streaming giants, terrestrial TV channels in Thailand have adapted to Thai consumers’ demands providing content online through YouTube channels and applications. Since 2017, Thailand’s digital media market’s revenue has been growing, aided by the rising revenue of over-the-top video (OTT) services.
With the availability of diverse content tailored to local preferences on streaming platforms, the demand for on-the-go streaming content in Thailand shows no indication of waning.
SVoD services landscape in Thailand
From lakorn, or Thai soap operas, to music and live news reports, Thais spend nearly three hours a day watching or streaming television. In 2024, a survey found that more than half of Thai consumers subscribed to SVoD services. The leading reasons for subscribing to SVoD services were because of a greater variety of content than cable and satellite TV and the ability to enjoy the ad free content. The Thai SVoD market comprises both international and local providers. Various Thai entertainment companies have accommodated changing consumer preferences by launching their OTT services, such as CH3+, TrueID, and MONOMAX. Among the international OTT service providers, Netflix leads with the highest consumer satisfaction rate and market share. Meanwhile, HBO GO, Disney+ Hotstar, and Amazon Prime Video have recently become available in Thailand. Some OTT platforms that are popular among Thais, such as YouTube, iQiyi, and Viu, offer free streaming services. By generating their main income through advertisements, those platforms could benefit from providing subscriptions with enhanced features to customers.Music streaming in Thailand
The number of music streamers in Thailand has been steadily increasing and is expected to continue growing over the next few years. On average, Thai consumers spend around one and a half hours daily listening to music via streaming platforms or applications. In 2023, the music streaming industry in Thailand recorded a revenue of around 142 million U.S. dollars. Music applications are generally preferred when listening to online music. Music from Thailand and abroad can be found on music streaming services such as Spotify, Apple Music, and JOOX. A survey in May 2024 revealed YouTube Music as the most popular music streaming service among respondents in Thailand. Moreover, another survey found that the common subscription price for music streaming services falls within the 101 and 200 Thai baht bracket.With the availability of diverse content tailored to local preferences on streaming platforms, the demand for on-the-go streaming content in Thailand shows no indication of waning.
