Media consumption in Thailand, like in many places, has undergone significant transformation in the past five years. A new report from YouGov, titled ‘The 2024 media morph‘, delves deeper into these changes, providing a nuanced analysis of evolving media habits and advertising attitudes among internet users in Thailand. The report confirms that online advertising continues to outrank TV as the most impactful channel for capturing the attention of Thailand’s consumers. Two thirds of Thai consumers say that they often notice advertisements on the internet (67%).
In addition, online advertising’s effectiveness only appears to be growing, with consumers being four points more likely to say online ads have the biggest chance of catching their attention in 2024 (71% vs. 67% in 2019).
Let’s take a closer look at some key findings from the report and what this means for marketers:
Traditional media stages comeback amid ad scepticism
A growing scepticism towards advertisements is evident in the rise of those who consider advertising a waste of time, increasing from 29% in 2019 to 34% in 2024. This sentiment is particularly pronounced among younger consumers, suggesting a generational shift in ad receptiveness. Looking at the age breakdown of the ad-adverse population of Thailand, they’re more likely to be older (27% are 55+ vs. 19% who are 18-24).
Notably, the report reveals a counterpoint to the digital surge. When we look at the types of ads people tend to notice, traditional media appears to be experiencing a resurgence. Ad-accepting Thais, particularly those between ages 25-54, are more likely to notice traditional advertising formats such as billboards (74%) and event promotions (68%) than the overall audience of internet users. This underscores the continued strength of traditional media and highlights the need for a strategic blend of online and offline channels to maximise reach and engagement.
Focus on entertainment value and authenticity
The report also reveals what resonates with Thais in advertisements. Entertainment value is key, with 75% of consumers expecting ads to be engaging. Thai consumers also indicate that featuring real people (72%) and leveraging celebrity endorsements (66%) may further strengthen the connection with the audience.
Social media as a news source
The internet continues to be the leading source of news among Thai consumers, but television proves to be the only channel to show year-on-year growth.
Social networks are the leading channel for news across all generations. While television is the next most popular news source for consumers over 25 years, for those aged 18-24, news apps on a mobile or tablet device outrank television as a news source. This comes as no surprise as 54% of 18-to 24-year-olds spend six hours or more per week on social media. However, around half of consumers across the other age groups also indicate spending six hours or more per week on social media.
Embracing the on-demand boom
Thailand shows a strong appetite for streaming and on-demand content. Nearly half the population (45%) dedicates six hours or more to video-on-demand platforms per week. This trend intensifies among younger demographics, with 18-24-year-olds (47%) and 25-34-year-olds (49%) consuming even more.
Netflix reigns supreme in this space, with a commanding 36% user base, far exceeding competitors like TrueID (12%), WeTV (5%), AIS Play, and Viu (both at 4%). Notably, Netflix enjoys particularly high viewership among young adults (47% for 18–24-year-olds and 43% for 25–34-year-olds). This dominance presents a unique opportunity for marketers to reach a highly engaged audience through targeted advertising within these platforms.
Thailand’s media landscape presents a mix of the old and new
While online advertising remains a powerful tool, marketers must be mindful of growing ad fatigue. Strategic use of traditional media and a focus on creating entertaining, authentic content across all channels is key to capturing the attention of Thai consumers.
Understanding the preferences of different age groups and the dominance of on-demand platforms further empowers marketers to tailor their strategies for maximum impact. As the media landscape continues to evolve, YouGov Profiles provides valuable insights for navigating this dynamic environment and forging meaningful connections with Thai audiences. Find out more about YouGov Profiles.
Featured image: Florian Wehde / Unsplash