Traditional TV & Home Video - Thailand

In Thailand, revenue in the Traditional TV & Home Video market market is projected to reach US$2.36bn in 2024.
Revenue is expected to exhibit an annual growth rate (CAGR 2024-2029) of 0.06%, resulting in a projected market volume of US$2.37bn by 2029.
The average revenue per user (ARPU) in Thailand is expected to amount to US$50.81.
In a global context, the majority of revenue will be generated the United States, which is expected to reach US$146.60bn in 2024.
The number of TV viewers in Thailand is anticipated to reach 47.0m users by 2029.
User penetration within the Traditional TV & Home Video market market in Thailand is expected to be at 64.6% in 2024.
The average revenue per TV user (ARPU) in the Traditional TV & Home Video market market in Thailand is projected to amount to US$50.81 in 2024.
In Thailand, the traditional TV and home video market is experiencing a shift as viewers increasingly favor streaming services over conventional broadcasting methods.

Definition:

The Traditional TV and Home Video market involves the distribution and consumption of audiovisual content through conventional broadcast television channels and physical media formats like DVDs and Blu-ray discs. It encompasses the production, broadcasting, and viewing of television programs, movies, and other video content within households. Additionally, the market includes advertising placements within television programming and the collection of public TV Licence fees to support public service broadcasting networks, contributing to the diverse landscape of content delivery and revenue generation within the industry.

Structure:

The traditional TV and home video market comprises several key components, including pay TV services, physical home video sales, traditional TV advertising, and public TV Licence fees. Pay TV services involve subscription-based access to premium television channels and content, often delivered through cable, satellite, or internet-based platforms. Physical home video sales encompass the distribution of movies and TV shows on DVDs, Blu-ray discs, and other physical media formats for consumer purchase or rental. Traditional TV advertising involves the placement of commercials within broadcast television programs, generating revenue for broadcasters and advertisers alike. Public TV Licence fees refer to the mandatory charges imposed on households to fund public service broadcasting networks and channels. Together, these elements form the backbone of the traditional TV and home video market, catering to diverse viewer preferences and consumption habits.

Additional Information:

The market comprises revenues, ad spendings, viewers, average revenue per user, and penetration rates. Revenues are generated through purchases. Key players in the market are companies, such as NBCUniversal, CBS Corporation, and The Walt Disney Company.

Pay-TV subscriptions such as DirectTV, AT&T TV, and Sky
Physical home video such as DVD & Blu-ray sales
Traditional TV advertising such as commercial breaks
Public TV license fees such as BBC License in the UK and the Rundfunkbeitrag in Germany

OTT (Over-the-top content) services such as Netflix, Hulu, iTunes, and Pluto.tv
Public license fees collected in the form of a tax such as income tax in the Nordic countries
DVD & Blu-ray rental

The Traditional TV & Home Video market in Thailand has experienced significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Thailand have shifted towards on-demand streaming services and digital content consumption. This can be attributed to the increasing availability of high-speed internet and the growing popularity of smartphones and other mobile devices. Consumers now have greater access to a wide range of digital content, including movies, TV shows, and online videos, which they can enjoy anytime and anywhere. This shift in customer preferences has led to a decline in traditional TV viewership and a rise in the demand for streaming services. Trends in the market indicate a strong growth in the adoption of streaming services and digital platforms in Thailand. International streaming giants such as Netflix and Amazon Prime Video have entered the market, offering a vast library of content to Thai consumers. This has intensified competition in the market and has led to the development of local streaming platforms as well. Additionally, local TV broadcasters have started offering their content through digital platforms, allowing viewers to access their favorite shows online. This shift towards digital platforms is expected to continue in the coming years, driving the growth of the Traditional TV & Home Video market in Thailand. Local special circumstances also play a role in the development of the market. Thailand has a large and growing middle class with increasing disposable income, which has led to higher spending on entertainment and leisure activities. The government has also implemented policies to promote the adoption of digital technologies and encourage the growth of the digital economy. These factors have created a favorable environment for the expansion of the Traditional TV & Home Video market in Thailand. Underlying macroeconomic factors such as economic growth, urbanization, and technological advancements have also contributed to the development of the market. Thailand has experienced steady economic growth in recent years, which has increased the purchasing power of consumers. Urbanization has led to the concentration of population in cities, where access to high-speed internet and digital services is more readily available. Technological advancements have made it easier for consumers to access digital content and have improved the overall viewing experience. In conclusion, the Traditional TV & Home Video market in Thailand is developing rapidly due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards on-demand streaming services and digital platforms, along with the increasing availability of high-speed internet and the growing middle class, are driving the growth of the market. As these factors continue to evolve, the Traditional TV & Home Video market in Thailand is expected to further expand in the future.

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

Modeling approach / Segment size:

The segment 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 segment 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 segment. 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.