PwC predicts that the Thai media and entertainment sector will grow to 69 billion baht in 5.5, defying the economic downturn, driven by digital advertising and gaming.
Thailand's entertainment and media industry is projected to continue expanding, despite continued sluggish domestic purchasing power. The main drivers are double-digit growth in online advertising, video games, esports, and OTT streaming. Experts warn that the key challenge for businesses isn't just relying on AI, but creating personalized consumer experiences.
July 21, 2569 Ms. Thitinan Waenkaew, Audit Partner, PwC Thailand The Global Entertainment & Media Outlook 2026-2030 report has been released, predicting that...Thailand's entertainment and media (E&M) industry is projected to generate total revenue of 545,635 million baht in 2569, a 1.8% increase from the previous year, and will gradually grow to 616,054 million baht by 2573 at an average annual growth rate of 3.1%. Although the overall domestic economy still faces pressure from slowing purchasing power and various uncertainties.
This growth trajectory continues to be driven primarily by the digital transformation, particularly the shift of advertising spending from traditional to digital media, as well as the increasing popularity of video games, esports, and over-the-top (OTT) video services. This contrasts with traditional media, which is facing a slowdown due to changing consumer behavior in the modern era.
“Even though the Thai economy still faces challenges from slowing purchasing power and economic uncertainty, the entertainment and media industry continues to grow due to the ongoing digital transformation. Currently, organizations are focusing more on investing in digital because it allows for more precise consumer reach, clear measurement, and leverages AI and data insights to enhance marketing effectiveness better than traditional media,” Ms. Thitinan stated.
Considering individual business sectors in 2569, the groups with the most outstanding growth rates were online advertising, which expanded by 13% to a value of 66,842 million baht, followed by video game and e-sports businesses with 12% growth to a value of 52,268 million baht, and OTT video services with 11% growth to a value of 22,865 million baht. This reflects the adaptation of businesses in leveraging data and technology to target their audience effectively.
The report also indicates that Thailand's online advertising revenue is projected to increase by 41.5%, reaching 94,601 million baht by 2573. Similarly, the video game and esports market is expected to expand by 41% to 71,028 million baht during the same period. Key factors contributing to this growth include widespread smartphone usage, increased video consumption on social media, and the adoption of AI for data analysis, personalized marketing, and influencer marketing to enhance consumer engagement.
However, while AI technology is revolutionizing the creation and monetization of content, PwC believes that consumer demand for hands-on experiences remains central. This makes concerts, sporting events, and other events continue to be key value-adding channels for the industry.
“The next challenge for entrepreneurs is not just about leveraging AI to improve business efficiency, but about the ability to use technology and data insights to create personalized and meaningful consumer experiences. Organizations that can integrate the power of AI with creativity, quality content, and customer engagement will be able to create differentiated value and enhance their long-term competitiveness,” said Ms. Thitinan.
The report concludes that, in the long run, the winners in the media and entertainment market will not be those with the most cutting-edge technology alone, but rather those who can best integrate technology, data, and creativity to meet consumer needs and build lasting relationships.
Read news related to the economic situation across Thailand here.
