Move over, traditional television—Thailand’s digital revolution is in full swing. The country is experiencing a meteoric rise in online content creators, with numbers expected to reach an astonishing 3 million this year, up from 2 million just a year ago. This rapid growth, highlighted by the Media Intelligence Group Co., signals a major shift in media consumption and advertising trends.
According to Pawat Ruangdejworachai, president and CEO of the Media Intelligence Group, the influencer economy now makes up around 5% of Thailand’s total population. Many of these digital entrepreneurs started with online product sales but have since transitioned into the lucrative world of advertising and product reviews. From trendy cafés to the latest beauty must-haves, creators are leveraging their platforms to cash in on the surging demand for online marketing.
Last year alone, online advertising expenditure reached a staggering 88.06 billion baht. This year, it is projected to grow by 4.5%, hitting an impressive 92.04 billion baht. Digital media advertising continues to dominate for the second consecutive year, significantly outpacing traditional media channels—especially television. As Thai audiences move away from conventional TV in favor of mobile-first content, advertisers are following suit, shifting their budgets to digital platforms.
With platforms like TikTok, Facebook, and YouTube at the forefront, content creators have become the new power players in advertising. Brands eager to connect with highly engaged audiences are investing heavily in influencer partnerships. These digital personalities offer authentic, relatable recommendations, making them a preferred choice over conventional TV ads. The Media Intelligence Group’s findings reinforce this trend, illustrating how digital ad spending has overtaken television commercials, marking a dramatic transformation in marketing strategies.
This shift signifies more than just a change in numbers—it represents an evolution in how consumers interact with brands. Content creators have become the ultimate middlemen, using their online personas to shape purchasing decisions and redefine the advertising landscape. With engagement rates skyrocketing, advertisers are keen to tap into this dynamic ecosystem.
For Thai netizens, this digital surge means greater variety, more interactive experiences, and increased opportunities to discover content that resonates with them. Whether it’s unboxing the latest tech gadgets or uncovering hidden culinary gems, Thailand’s content creators are ushering in a new era of consumer-driven media, reshaping the way brands and audiences connect.
