2019泰国媒体概况（英文版）_37页_2mb

2019 Thailand Media Landscape Summary

Core Content Overview

This document provides a comprehensive overview of the media landscape in Thailand in 2018, focusing on the impact of digital disruption across various platforms such as social media, websites, digital TV, OTT TV, radio, magazines, and newspapers. It highlights the shift in consumer behavior, advertising trends, and the role of each media type in the evolving market.

Key Media Platforms and Trends

Social Media

• Usage Growth: Internet usage among Thais increased significantly in 2018, with an average of 10 hours and 54 minutes per day during weekends and holidays.
• Popular Platforms: YouTube (98.8%), LINE (98.6%), Facebook (96%), Facebook Messenger (88.4%), Instagram (67.2%), Pantip (64.2%), Twitter (43%), and WhatsApp (10.6%) were the most used social media platforms.
• LINE Surpasses Facebook: In 2018, LINE became the second most popular platform, surpassing Facebook, due to its stickers feature and better privacy protection.
• Twitter Growth: Twitter saw a 55.8% increase in popularity, especially among teenagers, with hashtags like #Got7 and #Missuniverse dominating.
• Digital Ad Spending: Digital ad spending in Thailand grew by 21% in 2018, reaching 15 billion baht. Facebook and YouTube remained the top platforms, but Twitter and LINE showed the highest growth in ad spending.
• User Behavior: Thai users tend to follow content they like on Twitter, unlike the more aggressive approach on Facebook and Instagram.

Website

• Online Media Popularity: Websites remain a key platform for media publishers, despite the rise of social media.
• Top Websites: The top 10 most popular websites in Thailand included several news sites, reflecting the continued importance of news consumption.
• User Time Allocation: Thais spent an average of 3 hours and 30 minutes daily on social media, and 2 hours and 35 minutes on video streaming platforms like YouTube TV and Line TV.

Digital TV

• Content Strategy: TV channels adapted their content strategies to boost ratings, including news programs, sports events, and TV series.
• Wild Boars Rescue Event: The rescue of the Wild Boars football team significantly increased viewership and ratings for news programs, especially on Thairath TV.
• Ratings Trends: Channel 7 saw a significant drop in ratings, while Mono and Thairath TV improved due to content and programming changes.
• Ad Revenue: Digital TV accounted for 55.8% of total ad spending in 2018, but the share has declined since 2014. Ad spending on digital TV increased by 27.49% compared to the previous year.
• Terrestrial TV Dominance: Terrestrial TV remained the most watched medium, with 89.42% of viewership, while satellite and cable TV dropped to 10.58%.

OTT TV

• Growth of OTT: High-speed internet access in Thailand led to the rapid growth of OTT TV, with users spending 2 hours and 35 minutes daily on streaming platforms.
• YouTube Dominance: YouTube remained the top streaming platform, with 40 million users in Thailand. It is used primarily for music, TV reruns, learning, and product browsing.
• LINE TV: LINE TV gained over 41 million users in 2018, offering on-demand content, including soap opera reruns, co-produced content, and music videos. Over 70% of views were from soap opera reruns.
• Netflix Expansion: Netflix entered the Thai market in 2019 with original content, aiming to expand its customer base in Asia. It plans to test lower-priced subscriptions to increase market share.

Radio

• Listener Trends: Radio listeners in Thailand fluctuated throughout 2018, reaching 10 million again in July after a decline in the first quarter.
• Ad Spend Decline: Radio ad spending has been declining annually, though it saw a 7.28% increase in 2018 compared to 2017.
• Online Integration: Radio has adapted by offering live streaming on online platforms, expanding its reach beyond Bangkok to other provinces and overseas.

Magazine

• Decline in Readership: The rise of social media led to a decline in magazine readership.
• Ad Spend Drop: Magazine ad spending continued to decline in 2018, following the trend from 2017.
• Adaptation Efforts: Some publishers have transitioned to online platforms and diversified into events and video content to stay relevant.

Newspaper

• Ad Spend Decline: Newspaper ad spending dropped by 25.7% in the first half of 2018, reflecting the shift to digital platforms.
• Digital Transition: Despite the decline, newspapers remain a significant source of news, with a continued presence in the digital space.

Conclusion

The Thai media landscape in 2018 was marked by significant digital transformation. Social media, particularly LINE and Facebook, played a crucial role in shaping user behavior and advertising trends. Digital TV and OTT platforms, especially YouTube and LINE TV, experienced growth due to their accessibility and content variety. Radio adapted to the digital age by integrating online streaming, while newspapers and magazines faced declining ad revenues and had to explore new business models. Overall, the media industry in Thailand is continuously evolving, with a focus on digital adaptation and innovation to meet changing consumer preferences.