As the media and entertainment landscape in Thailand continues to evolve, new platforms are emerging that provide a diverse range of sources for connection, news, entertainment, and information. All of these platforms are vying for audience attention and advertising revenue.
A nationwide study conducted by Marketbuzzz, which involved 700 Thais tracking their media consumption over a seven-day period, sheds light on how they are navigating this changing media landscape. This research offers valuable insights into media usage across various platforms, at different times of the day, and provides comparisons between weekday and weekend habits.
The findings indicate that daily media usage has been influenced by shifts in media practices and adjustments to people’s daily lives and entertainment habits, as well as changes in business practices due to the aftermath of the Covid-19 pandemic. During the pandemic, which only fully ended in Thailand in 2022, overall media consumption surged among the Thai population. However, as the established routines for connecting with friends and family, staying informed about news, enjoying entertainment, and utilizing food delivery services peaked during the pandemic, these figures have gradually declined as Thais return to their post-pandemic activity patterns.

DIGITAL DOMINANCE
The Marketbuzzz study indicated that social media (70%), internet browsing (50%), and streaming video content (47%) are the leading channels, with respondents able to select multiple options. However, the ways in which Thais access and engage with these channels have become increasingly varied.
As people actively seek a broader array of media channels for social connection, entertainment, shopping, and staying informed, it becomes more challenging for brands to capture and retain audience attention over time.
Social media usage continues to rise, with Line (78%) and Facebook (68%) being the most popular platforms among Thais. Following them are Messenger (34%), TikTok (29%), Instagram (21%), and the newer platform Threads (14%). With the launch of platforms like Threads, users are increasingly looking for more specific and tailored content.
Internet activity encompasses a wide range of tasks, from general web searching and reading to browsing informational websites and engaging in online shopping. Video streaming has also diversified significantly; while YouTube remains the front-runner at 62%, it faces growing competition from platforms like Netflix (35%), TrueID (27%), AISPlay (20%), and Disney+ (14%). The competition for video content remains intense with the expanding array of options.
Similarly, music streaming is becoming more fragmented. YouTube Music leads with 71% usage among Thais, followed by JOOX at 42%, while Spotify and Apple Music also vie for listeners. New platforms continue to emerge, contributing to the variety of music streaming options.
“Examining the media and entertainment landscape reveals an ongoing paradox,” said Marketbuzzz CEO Grant Bertoli. “On one hand, there’s a diversification in media with the rise of new platforms and more user-generated content, while on the other, there’s a convergence among platforms as many players attempt to attract larger audiences by blurring the lines between social media, shopping, content, film, and gaming.”
The versatility and convenience of mobile devices underpin the leading role of media consumption, whether accessing social media, messaging, listening to music, or engaging in e-commerce. This emphasizes the need for mobile-friendly content and platforms.
Traditional media forms such as radio, newspapers, books, and magazines have all seen a decline in usage, although older demographics (ages 50 and above) continue to engage with them at higher rates. This change suggests that traditional strategies for these media need reevaluation, adapting to the shift toward digital and mobile-centered strategies that employ a more flexible yet targeted approach to reach core audiences.
TIME OF DAY IS CRUCIAL
Time of day plays a significant role in shaping media habits. Not surprisingly, different media types and their usage frequency vary throughout the morning, afternoon, and evening.
In examining the daily routines of Thais, social media and various apps see more usage in the morning, while streaming video content and television viewing peak in the evening. Conversely, streaming video content is less utilized in the morning and afternoon, likely due to work, school, and other commitments limiting prolonged media engagement.
Food delivery apps also show elevated usage during the afternoon and peak lunch hours due to their convenience. Interestingly, evening usage does not match the high levels seen during the afternoon.
“Brands typically understand when their target audience is most likely to engage with media,” noted Mr. Bertoli. “However, integrating different media types with their appropriate timing can lead to a more effective media plan.
“Employing time-of-day targeting by media type allows businesses to optimize their advertising and deliver the most value.”