The 2025 Thai media landscape highlights opportunities and challenges, with niche content and influencers rising in prominence amidst intense streaming competition. International platforms bring global content, while Thai creators innovate beyond traditional norms. TV media continues to struggle, facing declining advertising revenue and viewership.
Dataxet Limited’s Thailand Media Landscape 2024-2025 report details shifts in the industry, showing influencers successfully bridging online and offline activities through engaged niche audiences. Popular content categories include pets, family, history, finance, personal growth, and news. Independent news creators challenge traditional outlets but raise concerns about ethics and fact-checking.
Social media platforms, particularly TikTok, are thriving, integrating e-commerce into content delivery. TikTok now ranks as Thailand’s third-largest e-commerce platform, with 71% of users making purchases while watching.
Podcasts and video podcasts are gaining traction, with Spotify reporting an 81% growth in production over five years, reflecting the medium’s alignment with multitasking consumer habits.
Streaming dominates, accounting for 54% of viewership compared to traditional TV’s 46%. TV still captures the largest share of advertising budgets (50.13%) but has seen a 2% decline in revenue.
AI is transforming the media industry, with 95% of Thai journalists expressing positive attitudes. AI applications include AI news anchors and text-to-speech systems.
2025 will be pivotal for traditional media to adapt, while creators who address specific consumer needs are poised for substantial growth.
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