Digital advertising in Thailand grew 22% to 45.6 billion baht in 2023, overtaking television for the first time. This analysis details the key figures shaping the country's media landscape across advertising, digital platforms, television, film, and print.
Key Takeaways
- Thailand's total advertising expenditure reached 89.4 billion THB in 2023
- Thailand's internet penetration rate reached 89.3% of population in 2023, with 62.5 million users
- Thailand's box office revenue reached 4.2 billion THB in 2023, up 120% post-COVID
- Thailand's newspaper circulation peaked at 12.5 million copies daily in 2010 but fell to 4.2 million by 2023
- In 2023, Thailand's television industry generated total revenues of 85.6 billion THB, with free-to-air TV accounting for 62% of the market share
Thailand’s media industry is growing fast, driven by strong audience demand and rising digital content consumption.
Related reading
01 · Category
Advertising and Market Revenue20 stats
01
Thailand's total advertising expenditure reached 89.4 billion THB in 2023
02
TV advertising accounted for 47% of total ad spend in Thailand 2023 at 42 billion THB
03
Digital ads grew 22% to 45.6 billion THB, overtaking TV in Thailand 2023
04
Out-of-home (OOH) ad revenue in Thailand was 6.8 billion THB in 2023
05
Print advertising spend declined 18% to 9.2 billion THB in Thailand 2023
06
Programmatic digital ad buying share reached 35% of online ads in Thailand 2023
07
FMCG sector ad spend topped 15 billion THB in Thailand media 2023
08
Influencer marketing expenditure in Thailand hit 4.5 billion THB in 2023
09
Cinema ad spend grew 25% to 900 million THB post-recovery in 2023 Thailand
10
E-commerce platforms ad allocation was 12 billion THB in Thailand 2023
11
Social media ads revenue: Facebook 18 billion THB, Google 20 billion THB in Thailand 2023
12
Radio advertising steady at 3.1 billion THB in Thailand 2023
13
Healthcare/pharma ad spend 8.2 billion THB across media in Thailand 2023
14
Native advertising growth 30% to 2.8 billion THB digital in Thailand 2023
15
Auto sector media ad budget 7.5 billion THB in Thailand 2023
16
Video ad formats share 55% of digital ad spend in Thailand 2023
17
Tourism ad campaigns expenditure totaled 5.6 billion THB media in Thailand 2023
18
Retail ad spend rose 14% to 10.1 billion THB in Thailand 2023
19
CTV/connected TV ad revenue emerged at 1.2 billion THB in Thailand 2023
20
Finance/insurance ads 6.4 billion THB total media spend Thailand 2023
Interpretation
Advertising and Market Revenue Interpretation
While television is still clinging to its throne with 42 billion baht, digital has officially staged a coup with 45.6 billion, proving that in Thailand's ad world, the remote control has decisively shifted to the smartphone.
02 · Category
Digital and Online Media25 stats
01
Thailand's internet penetration rate reached 89.3% of population in 2023, with 62.5 million users
02
Social media users in Thailand totaled 49.2 million in early 2023, 67.5% of population
03
LINE app had 50.4 million monthly active users in Thailand Jan 2023
04
Facebook monthly users in Thailand: 48.3 million in 2023
05
Online video consumption averaged 2.1 hours daily per Thai internet user in 2023
06
YouTube penetration among Thai internet users was 92% in 2023 survey
07
TikTok monthly active users reached 40.1 million in Thailand Q4 2023
08
Digital news consumption via apps was 55% among urban Thais in 2023
09
Thailand's OTT video market revenue hit 15.2 billion THB in 2023
10
Mobile internet traffic in Thailand grew 28% YoY to 2.5 exabytes in 2023
11
Instagram users in Thailand: 17.8 million monthly actives in 2023
12
Online advertising spend in Thailand reached 42.6 billion THB in 2023, 48% of total ad market
13
Podcast listeners in Thailand numbered 12.4 million monthly in 2023
14
Streaming audio services like Spotify had 15 million users in Thailand 2023
15
E-sports viewership online averaged 1.2 million concurrent viewers for major Thai events in 2023
16
Digital media revenue growth in Thailand was 16.4% to 78 billion THB in 2023
17
WhatsApp usage in Thailand reached 18.5 million monthly users in 2023
18
Online news site unique visitors monthly averaged 25 million for top 10 in Thailand 2023
19
Short-form video content consumption took 45 minutes daily average in Thailand 2023
20
Thailand's 5G subscribers hit 8.7 million by end 2023, boosting video streaming
21
Twitter (X) monthly users in Thailand: 10.2 million in 2023
22
Online gaming market revenue in Thailand was 32.4 billion THB in 2023
23
VOD platforms like Netflix had 4.5 million paid subs in Thailand 2023
24
Social commerce via platforms generated 150 billion THB sales in Thailand 2023
25
Mobile news app downloads in Thailand exceeded 5 million in 2023
Interpretation
Digital and Online Media Interpretation
Thailand’s digital bloodstream now flows faster than Bangkok traffic, with nearly every citizen online not just to chat on LINE or watch endless videos, but to shop, play, listen, and define their entire reality through a screen—proving the kingdom’s true capital has decisively shifted from the Grand Palace to the smartphone palace.
03 · Category
Film and Cinema25 stats
01
Thailand's box office revenue reached 4.2 billion THB in 2023, up 120% post-COVID
02
Thai film production numbered 145 features in 2023
03
Major cinema chains like Major Cineplex had 28% market share with 120 screens added in 2023
04
Hollywood films captured 65% of Thailand box office gross in 2023
05
Local Thai films attendance was 18.5 million tickets sold in 2023
06
Average ticket price in Thai cinemas rose to 165 THB in 2023
07
SF Cinema occupancy rate averaged 42% in 2023, peaking at 65% weekends
08
Thai horror films generated 1.1 billion THB at domestic box office in 2023
09
International film festivals in Thailand like Bangkok IFF screened 250 films in 2023
10
Cinema advertising revenue in Thailand hit 850 million THB in 2023
11
4DX and premium format screens grew to 150 nationwide in Thailand 2023
12
Thai romantic comedies topped local box office with 800 million THB earnings in 2023
13
Film export revenues for Thai movies reached 450 million THB in 2023
14
Number of cinema screens in Thailand totaled 1,250 by end 2023
15
Action Thai films like those starring Tony Jaa earned 650 million THB domestically 2023
16
Streaming rights deals for Thai films averaged 50 million THB per title in 2023
17
Youth audience (15-24) comprised 48% of cinema goers in Thailand 2023
18
IMAX screens in Thailand increased to 22 locations in 2023
19
Documentary films box office share was 2.5% in Thailand 2023
20
Total cinema admissions in Thailand: 42.3 million in 2023
21
Thai film awards (Suphannahong) saw 120 entries in 2023
22
VFX spending in Thai film industry rose to 1.2 billion THB in 2023
23
Regional cinema circuits in Chiang Mai and Phuket grew 15% screens in 2023
24
Animation films from Thailand earned 300 million THB box office 2023
25
Post-production facilities in Thailand handled 80 international projects in 2023
Interpretation
Film and Cinema Interpretation
Thailand's film industry is staging a spectacular comeback, cleverly balancing a lucrative, screen-gobbling romance with Hollywood while nurturing a fiercely loyal local audience that flocks to its own horror, romance, and action stories, all while upgrading its theaters and technical prowess to keep everyone, especially the youth, coming back for more.
More related reading
04 · Category
Print Media28 stats
01
Thailand's newspaper circulation peaked at 12.5 million copies daily in 2010 but fell to 4.2 million by 2023
02
Daily newspaper ad revenue in Thailand was 8.7 billion THB in 2023, down 12% YoY
03
Bangkok Post English daily circulation reached 65,000 copies in 2023
04
Thai Rath, top Thai language newspaper, sold 1.8 million copies daily average in 2023
05
Magazine market in Thailand generated 2.1 billion THB revenue in 2023, lifestyle segment 45%
06
Regional newspaper penetration in Isaan region was 28% of households in 2023 survey
07
Color printing costs for Thai newspapers rose 22% to 1.5 billion THB total in 2023 due to paper prices
08
Weekend editions of major Thai dailies saw 35% higher circulation uplift in 2023
09
Newsprint consumption in Thailand dropped to 250,000 tons annually in 2023
10
Kom Chad Luek tabloid circulation averaged 850,000 daily in 2023
11
Print media employment in Thailand was 25,000 full-time journalists in 2023, down 18% from 2018
12
Classified ads in Thai newspapers generated 1.2 billion THB in 2023
13
Women's magazines like Praew sold 120,000 copies monthly in 2023
14
Digital replica editions of Thai newspapers reached 15% of total circulation in 2023
15
Matichon weekly newspaper circulation was 450,000 in 2023
16
Print media recycling rate in Thailand achieved 72% of total paper used in 2023
17
Auto magazines segment revenue fell 30% to 180 million THB in Thailand 2023
18
Daily newspaper readership among Thais aged 18-34 dropped to 22% in 2023
19
Business dailies like Krungthep Turakij circulated 280,000 daily in 2023
20
Print production costs inflation hit 28% for Thai publishers in 2023
21
Free giveaway newspapers like Daily News reached 500,000 distribution in Bangkok 2023
22
Sports newspapers circulation totaled 1.1 million daily in 2023 Thailand
23
Print media ad pages in Thai dailies declined 15% to 2.8 million pages in 2023
24
Lifestyle magazines digital shift led to 40% print revenue drop in 2023
25
National daily penetration rate was 35% in urban Thailand 2023
26
Thai print media export of content generated 150 million THB in 2023
27
Youth-oriented comic magazines sold 2.5 million copies monthly aggregate in 2023
28
Newspaper vending machine usage fell 45% to 12,000 units in Thailand 2023
Interpretation
Print Media Interpretation
Thailand's print industry is enduring a slow-motion avalanche, where a few hardy peaks like Thai Rath and weekend editions still emerge while the ground beneath—costs, young readers, and ad pages—steadily crumbles into a digital abyss.
05 · Category
Television and Broadcasting30 stats
01
In 2023, Thailand's television industry generated total revenues of 85.6 billion THB, with free-to-air TV accounting for 62% of the market share
02
Thailand's Channel 7 led free-to-air TV viewership with a 28.4% audience share in prime time slots during Q4 2023
03
Pay-TV subscribers in Thailand numbered 12.3 million in 2023, up 4.2% from 2022, driven by sports content demand
04
Terrestrial TV advertising spend in Thailand was 42.1 billion THB in 2022, representing 55% of total TV ad market
05
During 2023, average daily TV viewership in Thailand reached 7.2 hours per person aged 4+, with news programs capturing 22% share
06
Thailand's digital terrestrial TV transition reached 98.5% coverage nationwide by end of 2023
07
Prime time drama series on Thai TV averaged 15-18% ratings in 2023, led by Channel 3's lakorn productions
08
Satellite TV penetration in urban Thailand stood at 45% of households in 2023
09
TV news consumption via traditional broadcast in Thailand was 68% among adults over 50 in 2023 survey
10
Thailand's public broadcaster NBT achieved 8.2% national viewership share in 2023
11
Cable TV households in Thailand totaled 2.8 million in 2023, with 12% YoY decline due to streaming shift
12
Thai TV export revenues from dramas reached 1.2 billion THB in 2023, mainly to China and Japan
13
Evening news bulletins on major Thai channels averaged 2.5 million viewers per episode in 2023
14
Thailand's TV market ad rates for 30-second prime time spots rose 7.1% to 150,000 THB in 2023
15
Sports broadcasting rights for Premier League in Thailand cost broadcasters 800 million THB annually in 2023
16
Rural TV penetration in Thailand was 97.2% of households in 2023
17
Thai children's programming viewership share was 11% during daytime slots in 2023
18
TrueVisions, Thailand's largest pay-TV operator, had 5.1 million subscribers in 2023
19
TV variety shows captured 18.3% of prime time ratings in urban Thailand Q3 2023
20
Thailand's analog TV switch-off completed 100% by mid-2023, boosting digital signal quality
21
Morning talk shows on Thai TV averaged 1.8 million viewers daily in 2023
22
Foreign content dubbing costs for Thai TV rose 15% to 500 million THB in 2023
23
National TV audience measurement panel in Thailand covered 5,200 households in 2023
24
Thai TV soap operas (lakorn) generated 25 billion THB in production value in 2023
25
Weekend family movies on Thai TV drew 12.5% ratings average in 2023
26
Thailand's TV regulatory fines for violations totaled 120 million THB in 2023
27
Live event broadcasting like Songkran festivals reached 10 million viewers on Thai TV in 2023
28
Thai TV market share by channel: Channel 7 29%, Channel 3 24%, Channel 5 18% in 2023
29
Elderly audience (65+) TV viewing time averaged 8.1 hours daily in Thailand 2023
30
Interactive TV services adoption in Thailand hit 3.2% of pay-TV subs in 2023
Interpretation
Television and Broadcasting Interpretation
Though seemingly glued to their screens for over seven hours a day, Thais have crafted a deceptively robust television ecosystem, where free-to-air lakorns reign supreme, pay-TV thrives on sports, and even a 98.5% digital transition hasn't stopped the rural 97.2% from tuning in, proving that in a streaming world, traditional TV remains the nation's stubborn and lucrative storyteller.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Helena Kowalczyk. (2026, February 13). Thailand Media Industry Statistics. Gitnux. https://gitnux.org/thailand-media-industry-statistics
MLA
Helena Kowalczyk. "Thailand Media Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/thailand-media-industry-statistics.
Chicago
Helena Kowalczyk. 2026. "Thailand Media Industry Statistics." Gitnux. https://gitnux.org/thailand-media-industry-statistics.
Sources & references
40 datasets cited across this report · attribution is report-level