泰國(guó)流媒體市場(chǎng)前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.4

DIGITAL

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TRENDSStreaminginThailandCHAPTER

01OverviewNumberofsubscriptionvideo-on-demand(SVOD)usersintheAsia-Pacificregionin2022,bycountryorterritory(inmillions)NumberofSVODusersAPAC2022,bycountryNumberofusersinmillions050100150200250300350400450ChinaIndia381.7767.85Japan42.22IndonesiaPakistanSouthKoreaAustraliaBangladeshPhilippinesVietnam17.2216.7615.318.67.486.455.775.384.843.63MyanmarThailandMalaysia3Description:Thenumberofusersrankinginthe'VideoStreaming(SVoD)'segmentofthedigitalmediamarketisleadbyChinawith381.77millionusers,whileIndiaisfollowingwith67.85millionusers.Incontrast,Cambodiaisatthebottomoftherankingwith1.19millionusers,showingadifferenceof380.58millionuserstoChina.ReadmoreNote(s):Asia;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsConsumerinterestingroupsubscriptionsforvideoandmusicstreamingservicesintheAsia-Pacificregionin2022,bycountryorterritoryOpinionongroupsubscriptionsforstreamingservicesAPAC2022,bycountryShareofrespondentsDefinitelyagree20%Tendtoagree30%Neitheragreenordisagree40%

50%39%Tendtodisagree60%Definitelydisagree70%

80%0%10%23%20%17%90%100%3%IndiaVietnamPhilippinesMalaysiaAustraliaSingaporeIndonesiaThailandTaiwan28%37%7%37%39%40%5%

2%5%

2%5%

2%6%37%17%16%36%34%38%6%15%42%40%36%5%

2%14%38%46%46%45%6%

2%5%

1%5%

112%9%9%5%36%40%38%HongKongChina8%8%15%136%50%1%Japan

3%13%52%18%4Description:InasurveyconductedinseveralAsia-PacificcountriesinApril2022,over60percentoftherespondentsinIndiaagreedthatvideoandmusicstreamingservicesshouldoffermoregroupsubscriptions.Incontrast,16percentofJapaneserespondentssharedthissentiment,while33percentofrespondentsinthecountrydisagreed.ReadmoreNote(s):Asia,APAC;April6,2022;18yearsandolder*;amongconsumersfromAustralia,China,HongKong,India,Indonesia,Japan,Malaysia,Philippines,Singapore,Taiwan,Thailand,andVietnamSource(s):YouGovRevenueoftheOTTvideomarketinThailandfrom2018to2028(inmillionU.S.dollars)RevenueoftheOTTvideoindustryinThailand2018-20281,2001,0008006004002000201820192020202120222023202420252026202720285Description:Therevenueinthe'OTTVideo'segmentofthemediamarketinThailandwasforecasttocontinuouslyincreasebetween2023and2028byintotal273.8millionU.S.dollars(+35.52percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach1billionU.S.dollarsandthereforeanewpeakin2028.Notably,therevenueofthe'OTTVideo'segmentofthemediamarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Thailand;2018to2028Source(s):Advertising&MediaInsightsRevenueofthemusicstreamingmarketinThailandfrom2018to2028(inmillionU.S.dollars)RevenueofthemusicstreamingindustryinThailand2018-2028250200150196.06190.27184.48177.02167.47141.63128.13117.28103.0410079.53201967.1620185002020202120222023202420252026202720286Description:Therevenueinthe'MusicStreaming'segmentofthedigitalmediamarketinThailandwasforecasttocontinuouslyincreasebetween2023and2028byintotal54.4millionU.S.dollars(+38.41percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach196.06millionU.S.dollarsandthereforeanewpeakin2028.Notably,therevenueofthe'MusicStreaming'segmentofthedigitalmediamarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Thailand;2018to2028Source(s):DigitalMarketInsightsCHAPTER

02VideostreamingRevenueofthevideostreaming(svod)marketinThailandfrom2018to2028(inmillionU.S.dollars)Revenueofthevideostreaming(svod)industryinThailand2018-2028350300250289.16269.53249.91230.97212.65190200165.28146.1615010050115.4202083.36201960.9120180202120222023202420252026202720288Description:Therevenueinthe'VideoStreaming(SVoD)'segmentofthedigitalmediamarketinThailandwasforecasttocontinuouslyincreasebetween2023and2028byintotal99.2millionU.S.dollars(+52.21percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach289.16millionU.S.dollarsandthereforeanewpeakin2028.Notably,therevenueofthe'VideoStreaming(SVoD)'segmentofthedigitalmediamarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Thailand;2018to2028Source(s):DigitalMarketInsightsNumberofusersofvideostreaming(svod)inThailandfrom2018to2028(inmillions)Numberofusersofvideostreaming(svod)inThailand2018-2028766.266.055.855.635.425.144.845432104.754.283.633.18201820192020202120222023202420252026202720289Description:Thenumberofusersinthe'VideoStreaming(SVoD)'segmentofthedigitalmediamarketinThailandwasforecasttocontinuouslyincreasebetween2023and2028byintotal1.1millionusers(+21.4percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach6.26millionusersandthereforeanewpeakin2028.Notably,thenumberofusersofthe'VideoStreaming(SVoD)'segmentofthedigitalmediamarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Thailand;2018to2028Source(s):DigitalMarketInsightsRevenueofthepay-per-view(TVoD)marketinThailandfrom2018to2028(inmillionU.S.dollars)Revenueofthepay-per-view(TVoD)industryinThailand2018-202850454046.2544.0141.7739.5837.4334.583531.329.133025201510524.4118.63201914.762018020202021202220232024202520262027202810Description:Therevenueinthe'Pay-per-View(TVoD)'segmentofthedigitalmediamarketinThailandwasforecasttocontinuouslyincreasebetween2023and2028byintotal11.7millionU.S.dollars(+33.83percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach46.25millionU.S.dollarsandthereforeanewpeakin2028.Notably,therevenueofthe'Pay-per-View(TVoD)'segmentofthedigitalmediamarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Thailand;2018to2028Source(s):DigitalMarketInsightsNumberofusersofpay-per-view(TVoD)inThailandfrom2018to2028(inmillions)Numberofusersofpay-per-view(TVoD)inThailand2018-202887.156.966.7776.586.396.125.785.8265432105.264.433.92018201920202021202220232024202520262027202811Description:Thenumberofusersinthe'Pay-per-View(TVoD)'segmentofthedigitalmediamarketinThailandwasforecasttocontinuouslyincreasebetween2023and2028byintotalonemillionusers(+16.34percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach7.15millionusersandthereforeanewpeakin2028.Notably,thenumberofusersofthe'Pay-per-View(TVoD)'segmentofthedigitalmediamarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Thailand;2018to2028Source(s):DigitalMarketInsightsShareofvideocontentviewersinThailandin2022,byagegroupandplatformShareofvideoconsumersThailand2022,byagegroupandplatformShareofrespondents35-44

16-3420%0%5%10%15%25%24%30%28%35%40%45%50%FreestreamedvideocontentPaidstreamedvideocontentFree-to-airtelevision35%17%46%35%16%Cable/paytelevision19%12Description:InasurveyontheleadingplatformsforviewingvideocontentinThailandin2022,around35percentofrespondentswhowatchedvideocontentthroughfreestreamingserviceswerebetween16to34yearsold.Incomparison,46percentofrespondentswhowatchedfree-to-airtelevisionwerebetween35-44yearsold.ReadmoreNote(s):Thailand;2022Source(s):MagniteMostusedvideostreamingplatformsamongconsumersinThailandasofOctober2023MostusedvideosteamingplatformsThailand2023Shareofrespondents15%

20%0%5%10%25%30%35%35%40%NetflixTrueID22%Disney+HotstarViu13%11%11%WeTViQIYI10%AISPlay7%AmazonPrimeAppleTV+4%3%13Description:AccordingtoasurveyonvideostreamingservicesinThailandasofOctober2023,about35percentofrespondentsstatedthattheywatchedNetflixthemost.Meanwhile,alocalstreamingplatform,TrueIDcamesecondwitharound22percentoftherespondents.ReadmoreNote(s):Thailand;October2023;18yearsandolder;nationallyrepresentativeoftheadultonlinepopulation,weightedbygender,age,regionandmonthlyhouseholdincome,andreflectthelatestNationalStatisticalOfficeofThailand(NSO)populationestimatesSource(s):YouGovCHAPTER

03MusicstreamingRevenueofthemusicstreamingmarketinThailandfrom2018to2028(inmillionU.S.dollars)RevenueofthemusicstreamingindustryinThailand2018-2028250200150196.06190.27184.48177.02167.47141.63128.13117.28103.0410079.53201967.16201850020202021202220232024202520262027202815Description:Therevenueinthe'MusicStreaming'segmentofthedigitalmediamarketinThailandwasforecasttocontinuouslyincreasebetween2023and2028byintotal54.4millionU.S.dollars(+38.41percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach196.06millionU.S.dollarsandthereforeanewpeakin2028.Notably,therevenueofthe'MusicStreaming'segmentofthedigitalmediamarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Thailand;2018to2028Source(s):DigitalMarketInsightsNumberofusersofmusicstreaminginThailandfrom2018to2028(inmillions)NumberofusersofmusicstreaminginThailand2018-202814121012.512.1511.8111.3810.8510.239.418.757.9864206.75.972018201920202021202220232024202520262027202816Description:Thenumberofusersinthe'MusicStreaming'segmentofthedigitalmediamarketinThailandwasforecasttocontinuouslyincreasebetween2023and2028byintotal2.3millionusers(+22.48percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach12.5millionusersandthereforeanewpeakin2028.Notably,thenumberofusersofthe'MusicStreaming'segmentofthedigitalmediamarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Thailand;2018to2028Source(s):DigitalMarketInsightsRevenueperuserofthemusicstreamingmarketinThailandfrom2018to2028(inU.S.dollars)RevenueperuserofmusicstreaminginThailand2018-2028181615.5615.6215.6615.6915.4313.8513.6213.41141210813.0511.8711.2464202018201920202021202220232024202520262027202817Description:Theaveragerevenueperuser(ARPU)ofmusicstreaminginThailandwasforecasttocontinuouslyincreasebetween2023and2028byintotal1.8U.S.dollars(+13percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach15.69U.S.dollarsandthereforeanewpeakin2028.Notably,thearpuofthe'MusicStreaming'segmentofthedigitalmediamarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Thailand;2018to2028Source(s):DigitalMarketInsightsShareofmusicstreamingusersinThailandin2021,byagegroupShareofmusicstreamingusersinThailandbyage202135%31.01%30%24.02%25%20%15%10%5%18.99%17.32%8.66%0%25-34years35-44years18-24years45-54years55-64years18/statistics/1255903/music-streaming-user-share-age-thailandConcerningthefiveagegroups,thegroupof25-34yearshasthelargestsharewith31.01percent.Contrastingly,thegroupof55-64yearsisrankedlast,with8.66percent.Theirdifference,comparedtothe25-34years,liesat22.35percentagepoints.ReadmoreNote(s):Thailand;Jan1sttoDec31st2021Source(s):DigitalMarketInsightsCHAPTER

04StreamingdevicesLeadingelectronicdevicesusedtowatchover-the-top(OTT)contentinThailandin2022LeadingdevicesforwatchingOTTcontentThailand2022Shareofrespondents30%0%10%20%19%40%50%60%SmartphoneSmartTVLaptop51%14%Tablet12%Desktop4%TraditionalTV1%20/statistics/1255791/thailand-leading-devices-for-watching-ott-contentInasurveyconductedinThailandin2022,smartphonesweretheleadingdeviceforwatchingOTTcontentamongThairespondents.Atthesametime,onlyonepercentofrespondentsstatedthattheywatchedOTTcontentontraditionaltelevision.

ReadmoreNote(s):Thailand;2022Source(s):MagniteRevenueofthesmartstreamingdevicesmarketinThailandfrom2018to2028(inthousandU.S.dollars)RevenueofthesmartstreamingdevicesindustryinThailand2018-202850,00045,00040,00035,00030,00025,00020,00015,00010,0005,00002018201920202021202220232024202520262027202821Description:Therevenueinthe'SmartStreamingDevices'segmentoftheconsumerelectronicsmarketinThailan