OTT Video - Thailand | Statista Market Forecast

In Thailand, revenue in the OTT Video market market is projected to reach US$821.30m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 6.29%, resulting in a projected market volume of US$1.11bn by 2029.
The largest market within this market in Thailand is OTT Video Advertising, which is anticipated to have a market volume of US$557.00m in 2024.
In a global context, the most revenue will be generated the United States, with figures reaching US$133.70bn in 2024.
In the OTT Video market market, the number of users in Thailand is expected to amount to 55.3m users by 2029.
User penetration in Thailand will be 63.8% in 2024 and is expected to increase to 76.8% by 2029.
The average revenue per user (ARPU) in Thailand's OTT Video market market is projected to amount to US$17.92 in 2024.
The usage share of Other is estimated to account for 15.0% of the Videostreaming (SVoD) market in Thailand for the year 2023.
In Thailand, the OTT video market is increasingly dominated by localized content, reflecting the country's rich cultural narratives and growing demand for diverse programming.

Definition:

OTT Video refers to a digital media distribution model where users can access and watch video content at their convenience, usually through an online platform or service. With VoD, users have the flexibility to choose what content they want to watch, when they want to watch it, and how they want to consume it. This allows users to stream or download video content on demand, without the need for traditional broadcasting schedules or physical media. VoD platforms typically offer a wide range of content, including movies, TV shows, documentaries, and other video content, which can be accessed and viewed instantly or stored for later viewing. VoD has become increasingly popular in recent years, offering convenience, flexibility, and a personalized viewing experience for users.

Structure:

The market consists of several markets, namely Video Streaming (SVoD), which is streaming on a subscription basis, Pay-per-View (TVoD), which is paying for digital video content and watch it online, Video Downloads (EST), which is the download of digital video content and OTT Video Advertising, which is the advertising in video streaming.

Additional Information:

The market comprises revenues, users, average revenue per user, and penetration rates. Revenues are generated through purchases and subscriptions. Market numbers for OTT Video can also be found in the video-on-demand market. Key players in the market are companies, such as Netflix, Amazon or Disney+.

Rentals as single transaction or pay-per-view (transactional VoD or TVoD)
Subscription-based services (subscription VoD or SVoD)
Digital purchases via download or permanent cloud storage (electronic-sell-through or EST)
OTT Video Advertising
Free ad-supported streaming TV (FAST) services, such as Pluto TV or Freevee

Pay-TV subscriptions (cable TV, satellite TV, IPTV, DTTV)
Physical home video (DVD & Blu-ray)
Traditional TV advertising

The OTT Video market in Thailand is experiencing significant growth, driven by changing customer preferences and local special circumstances.

Customer preferences: Thai consumers are increasingly turning to OTT video platforms for their entertainment needs. This shift in consumer behavior can be attributed to several factors. Firstly, the convenience of on-demand streaming allows viewers to watch their favorite shows and movies at their own pace, without the need to adhere to traditional broadcast schedules. Secondly, the wide variety of content available on OTT platforms caters to diverse tastes and interests, appealing to a broad range of viewers. Finally, the affordability of OTT subscriptions compared to traditional cable or satellite TV packages is an attractive proposition for cost-conscious consumers.

Trends in the market: One of the key trends in the Thai OTT Video market is the rise of local content. Thai viewers have shown a strong preference for content that reflects their own culture and language. As a result, local production houses and content creators are investing in creating original Thai content for OTT platforms. This trend not only caters to the preferences of Thai viewers but also helps to differentiate OTT platforms from their competitors. Another trend in the market is the increasing popularity of mobile viewing. Thailand has one of the highest smartphone penetration rates in Southeast Asia, and this has led to a surge in mobile video consumption. OTT platforms have responded to this trend by optimizing their apps for mobile devices and offering features such as offline viewing to enhance the mobile viewing experience.

Local special circumstances: The Thai OTT Video market is also influenced by local special circumstances. One such circumstance is the high level of internet penetration in Thailand. With a large portion of the population having access to reliable internet connections, OTT platforms can reach a wide audience across the country. Additionally, the Thai government has implemented policies to promote digital infrastructure development, further supporting the growth of the OTT Video market.

Underlying macroeconomic factors: Several underlying macroeconomic factors contribute to the development of the OTT Video market in Thailand. The country's growing middle class has higher disposable incomes, allowing them to spend more on entertainment services such as OTT subscriptions. Furthermore, the increasing urbanization in Thailand has led to a greater demand for digital entertainment options, as urban dwellers seek convenient and flexible ways to consume media. In conclusion, the OTT Video market in Thailand is witnessing significant growth due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. The rise of local content and the popularity of mobile viewing are key trends shaping the market. With the continued expansion of internet infrastructure and the increasing affordability of OTT subscriptions, the market is poised for further growth in the coming years.

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 market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market 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 market 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 market. 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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.