The media landscape in Thailand 2025

The media landscape in Thailand is undergoing a rapid and profound transformation, driven primarily by the pervasive adoption of digital technologies and shifting consumer behaviors. In 2024-2025, we are witnessing a clear dominance of digital platforms, a dynamic interplay between traditional and new media, and a significant rise in the power of social commerce and influencer marketing. Understanding these trends is crucial for businesses, advertisers, and content creators aiming to connect with the Thai audience.

The Digital Surge: Where Attention Goes, Money Follows

Thailand is one of the most digitally connected nations in ASEAN. As of 2025, a staggering 65.4 million people (91.2% of the population) are internet users, with 51 million active social media users, accounting for 71.1% of the total population. This pervasive digital presence has fundamentally reshaped media consumption.

• Digital Advertising Dominance: The advertising spend clearly reflects this shift. While traditional TV still holds a significant share, digital advertising is rapidly closing the gap and is projected to continue its robust growth. The digital ad market is expected to reach 34.5 billion baht in 2025, growing by 10% year-on-year. This growth signals a clear move away from conventional media channels towards online platforms.

• Social Media as a Hub: Social media platforms are not just for connection; they are central to daily life for Thais. Facebook remains the most popular platform with 51 million users, followed closely by LINE and TikTok. Users spend an average of 2 hours and 32 minutes daily on social media. Crucially, social media heavily influences purchasing decisions, with 89% of Thai consumers acknowledging its impact, particularly through TikTok (75%), Facebook (55%), and YouTube (51%).

• The Rise of Social Commerce: Thailand's social commerce market is booming, projected to exceed US$5.20 billion in 2025. Platforms like TikTok Shop and Facebook Shop are rapidly gaining traction, offering an "Infinity Loop" shopping experience. Live streaming commerce continues to gain momentum, enabling real-time purchasing. This trend underscores the importance of integrating content with commerce.

Shifting Consumption Habits: From Linear to On-Demand

Thai consumers are increasingly opting for on-demand content, moving away from traditional scheduled broadcasts.

• Streaming vs. Traditional TV: Streaming viewership has surpassed traditional TV viewing. International streaming platforms like Max (Warner Bros. Discovery) are actively entering the Thai market, competing with local players and offering a vast library of content. This fierce competition compels traditional broadcasters to adapt by developing their own streaming services and focusing on unique, high-quality content.

• Video Content is King: Video content, especially short-form videos, remains highly engaging. Platforms like YouTube and TikTok are powerhouses for video consumption. Live streams and interactive explainers are gaining traction, particularly among younger audiences.

• Niche Content and Podcasts: There's a growing demand for niche content across various topics like news, family, pets, personal development, and finance. This trend has fueled the rise of content creators and influencers who can cater to specific interests. Podcasts, especially video podcasts, are also seeing significant growth as a low-cost, easy-to-produce medium that aligns with modern consumers' multitasking habits.

Challenges and Opportunities for Traditional Media

Traditional media outlets, particularly digital TV and print, face significant challenges as audiences and advertising revenues shift online. Many are downsizing or restructuring. However, it's not the end for traditional media, but rather a need for reinvention.

• Adaptation is Key: Traditional media needs to accelerate adaptation by investing heavily in digital platforms, exploring new revenue models, and focusing on niche content that resonates with specific audiences.

• Influencer Marketing's Power: The influencer industry is a rising star, projected to reach 3.86 billion baht by 2029. News, family, and pet categories are leading the way. Brands are increasingly leveraging micro and nano-influencers for their higher engagement and relatable content, offering strong ROI.

• AI and Personalization: AI-powered personalization is becoming critical in digital marketing, enabling businesses to tailor content and product recommendations based on vast data analysis. This enhances engagement and conversion rates.

The Road Ahead

The Thai media landscape in 2024-2025 is characterized by its dynamic, digital-first nature. Success for media entities and advertisers will hinge on their ability to:

• Embrace Digital: Prioritize digital platforms, especially social media and streaming.

• Focus on Content Quality: Create engaging, relevant, and often niche content.

• Leverage Data and AI: Utilize data analytics and AI for personalized experiences and optimized campaigns.

• Explore Social Commerce: Integrate content with e-commerce functionalities on social platforms.

• Collaborate with Influencers: Partner with relevant content creators to reach targeted audiences.

While challenges persist for traditional media, the opportunities in the digital realm are immense for those willing to innovate and adapt to the evolving habits of the Thai audience.