OTT and online advertising will continue to grow, with AI enhancing user experience
PwC projects that Thailand’s entertainment and media industry will surpass THB700bn in 2025, marking a 4% rise from the previous year. Despite the hurdles posed by a domestic economic slowdown, revenue from the over-the-top (OTT) services market and online advertising will continue to grow steadily.
Looking ahead, Thai businesses should harness artificial intelligence (AI) to create personalised user experiences and tailor content for higher engagement, supporting long-term revenue growth.
PwC’s Global Entertainment & Media (E&M) Outlook 2025–2029 reports that total revenue in Thailand’s entertainment and media industry is expected to rise to THB700.939bn in 2025, up from last year’s THB672.421bn, and is projected to reach THB788.422bn by 2029. This represents a compound annual growth rate (CAGR) of 2.98%.
The main drivers of this growth are the OTT video services market and internet advertising, reflecting a shift towards digital formats. This trend persists despite challenges such as the economic slowdown, shrinking domestic consumption, and political uncertainty.
Tithinun Vankeo, Assurance Partner at PwC Thailand, said:
“Despite economic headwinds and cautious consumer spending, Thailand’s entertainment and media industry continues to shine, driven by the rapid embrace of digital platforms. The ongoing surge in OTT video and internet advertising clearly signals the industry’s swift digital transformation.”
PwC’s report brings together analysis of revenue data and growth trends for 12 E&M sectors across 54 countries and territories worldwide. Based on this data, the three fastest-growing sectors in Thailand’s entertainment and media industry in 2025 are forecast to be OTT video services, online advertising, and video games and esports.
OTT video services are expected to grow by 21% from last year to THB33.862bn, online advertising by 14% to THB67.270bn, and video games and esports by 12% to THB52.268bn.
On a global level, the report forecasts that the entertainment and media industry will grow to USD3.5tn (THB126tn) by 2029, with a CAGR of 3.7%. This indicates that the industry remains resilient and continues to generate increasing revenue.
Streaming, online ads remain top performers
Thailand’s OTT video market has recorded impressive growth rates in recent years. The PwC report projects a 21% increase in total revenue for 2025 to THB33.862bn – six times higher than in 2020.
According to Tithinun, the market still holds potential for further growth as many providers are starting to offer new services, including affordable mobile packages in partnership with the country’s telecom operators. Looking ahead, investment in broadband infrastructure will be a key driver in expanding the video-on-demand (VOD) market.
Meanwhile, digital media and online advertising continue to grow, driven by the high internet and social media usage among Thai consumers. This trend has prompted companies to increase their presence on these platforms to reach their target audiences. Online marketing, especially through influencer collaboration, has become a popular approach in Thailand.
According to the PwC report, Thailand’s online advertising revenue is expected to grow at a CAGR of about 10% per year between 2025 and 2029.
AI to transform advertising and entertainment
AI is playing an increasingly significant role in the entertainment and media industry, opening up opportunities for new business models.
This is especially evident in internet-connected televisions for video streaming, which has boosted industry revenue. The use of AI and personalised content tailoring allows for greater user reach amid changing economic conditions and heightened competition.
“Thai consumers today have more choices for media and entertainment services than ever before. At the same time, the industry is facing intensified competition, a slowing economy, and rising costs, which have all led to an overall decline in purchasing power.
“If entertainment and media businesses want to attract new audiences and achieve sustainable growth, they should embrace the concept of an interconnected ecosystem within their operations, and harness the power of digital advertising and AI to create and deliver content and engagement that better meets individual needs,” she said.