美通社-2021年泰国媒体概况（英）-2021_39页_3mb

报告摘要

Thailand Media Landscape Summary 2021

Introduction

The 2021 Thai media landscape was shaped significantly by the COVID-19 pandemic, which exacerbated digital disruption and forced media organizations to adapt their business models and content strategies to survive and thrive in a changing environment. The crisis reshaped consumer behavior, leading to a shift in advertising spending and the rise of digital platforms as key media channels.

Advertising Spending (2019 vs. 2020)

Overall Ad Spend Decline: Advertising spending in Thailand dropped by 14% in 2020 compared to 2019, with a 5% decline in December alone.
Television: Still the largest advertising revenue source, with 63,177 million baht in ad revenue, down 10.15%.
Internet Advertising: Remained stable, with 19,610 million baht in ad spend, a 0.28% increase.
Print Media: Experienced a 32% decline, indicating a continued downward trend.
Radio: Suffered a 24% drop in ad spending, reflecting broader challenges faced by traditional media.

Newspapers

The newspaper industry faced significant challenges due to digital disruption and the pandemic.
Many traditional media companies restructured their business, expanded online presence, and transitioned into full-fledged online media to better engage digital consumers.
Ad revenue decline continued, pushing newspapers to explore new strategies to remain relevant.

Magazines

Similar to newspapers, magazines also had to adjust their sales strategies to adapt to the New Normal.
Digital magazines were launched, offering both recent and back issues, which helped turn crisis into opportunity.
Publishers used exclusive covers with influencers to generate buzz and collectibility, adding value to their publications.

Social Media

Social media remains the most popular online community platform in Thailand, used for news, entertainment, commerce, and political expression.
Key platforms:
- YouTube is the most favored by influencers.
- Instagram, Facebook, and Twitter are also widely used.
- TikTok has gained traction as a content creation and distribution platform, especially among influencers.
Impact of Pandemic:
- Travel influencers were heavily affected.
- Content adaptation became necessary due to lockdowns.
- Influencers were used to promote social causes, distance measures, and health education.
Clubhouse emerged as a new social media platform in early 2021, focusing on audio-only chatrooms and real-time discussions.
- It gained popularity among influencers and users with shared interests.
- Currently only available on iOS, with potential growth on Android.

Digital TV

News programs saw recovery signs in 2021 due to the New Normal lifestyle, where people spent more time at home.
Entertainment channels struggled against OTT services like Netflix and ViU.
Strategies adopted:
- Content diversification to attract a wider audience.
- Packages for mobile users.
- Collaborations with local businesses.
- VR technology for virtual viewing experiences.
Political and economic factors also impacted digital TV operators, leading to organizational changes and boycotts.

Over-the-Top TV (OTT TV)

OTT TV experienced growth in 2020, driven by lockdowns and increased home viewing.
Revenue forecast:
- SVOD revenue in Thailand is expected to reach 100 million USD in 2020 and 181 million USD by 2024.
Subscriber growth:
- SLIN and SVOD subscribers increased from 1.33 million in 2019 to 1.52 million in 2020.
- Projected to reach 2.45 million by 2024, a sevenfold increase from 2015.
Content preferences:
- Video-on-demand is favored by Thai users for its flexibility.
Competitive strategies:
- Content diversification.
- Partnerships with local businesses.
- Government intervention in the form of value-added tax on international platforms.

Radio

Radio stations had to diversify income sources due to declining ad revenue and competition from streaming platforms.
Work-from-home trend increased radio listenership, especially in Bangkok and surrounding areas.
Ad spending still declined, affecting key sectors like food and beverage, personal care, cosmetics, and tourism.

Influencers

Influencers continue to play a crucial role in both social deeds and marketing.
They are chosen by brands and organizations for digital marketing campaigns.
Content creation has become a major activity, especially on TikTok, which attracted diverse audiences in 2020.

InfoQuest

InfoQuest is a leading media intelligence organization in Thailand, offering services such as:
- Media monitoring across newspapers, magazines, websites, and social media.
- Real-time news aggregation from over 100 sources.
- News archives dating back 20 years.
It also serves as an online economic and financial news agency, providing real-time updates on stock markets, finance, and global news.
Contact Information:
- Address: 888/178 Ploenchit Road, 17th Floor, Mahatun Plaza Building, Lumpini, Patumwan, Bangkok 10330, THAILAND
- Tel: +66-2-2535000, +66-2-6514700
- Fax: +66-2-2535001, +66-2-6514701
- Email: anop@infoquest.co.th
- Website: www.infoquest.co.th

PR Newswire

PR Newswire is a global leader in news distribution and earned media services.
It is a Cision company, offering cloud-based communication tools to help marketers, corporate communicators, and investor relations officers.
Services include:
- Identifying key influencers.
- Engaging target audiences.
- Crafting and distributing strategic content.
- Measuring meaningful impact.
Network and offices span Asia-Pacific, Americas, Europe, Middle East, Africa, and Asia-Pacific.

Conclusion

The Thai media landscape in 2021 was marked by significant challenges and adaptive strategies. The pandemic accelerated digital transformation, forcing traditional media to pivot towards online platforms. Social media, OTT TV, and influencers emerged as key players in this shift, offering new avenues for content delivery and revenue generation. InfoQuest and PR Newswire played pivotal roles in media intelligence and news distribution, supporting businesses and organizations in navigating the digital era.