YouTube Thailand is expanding from a video-sharing platform as its owner Google pushes towards connected TV, creator-led entertainment and e-commerce, intensifying competition for viewers and digital advertising spending.
The new content includes micro-dramas, creator-produced game shows and suspense programmes.
“After 12 years of YouTube in Thailand, the platform has grown from simple video sharing into the epicentre of culture, connection and commerce,” Rafael Scislowski, country manager of Google Thailand, said at the YouTube Works Awards 2026.
Thailand has 90,000 channels with more than 10,000 subscribers, and is adding 1,000 channels every month, alongside 85% year-on-year growth in YouTube Shorts uploads, according to YouTube Data Thailand in December 2025.
He said YouTube’s role in Thailand’s video and digital advertising market revolves around three areas: culture, connection and commerce.
Mr Scislowski cited Nene Royal’s journey on America’s Got Talent as a prime example of how culture on YouTube is a deep-dive experience rather than an isolated, fleeting trend.
YouTube is a major destination for streaming video in Thailand, covering music, comedy, storytelling and podcasts. Some 94% of Thai Gen Z viewers surveyed said YouTube has the best content for podcasts.
Micro-dramas and short series, which are a new entertainment vertical, utilise serialised short-form storytelling.
The launch of the Short Series feature allows viewers to explore serialised shorts and gives brands a structured way to collaborate on episodic content, he said.
Meanwhile, connected TV reaches more than 13 million adults in Thailand.
In terms of connection, YouTube’s relationship with creators is becoming more important to advertisers, as 90% of surveyed Thais ranked YouTube as their most trusted video platform.
Unlike other social platforms where content disappears after 24 hours, 40% of total views on YouTube videos occur after the first month of posting.
To connect brands with creators, YouTube introduced Creator Partnerships in Thailand. The tool allows marketers to search for creators by keyword, category or trend, while reviewing audience demographics and engagement before deciding on collaborations.
The platform is strengthening the link between content and shopping, said Mr Scislowski. Roughly 87% of Thai Gen Z viewers surveyed said YouTube helps them make more confident purchasing decisions.
“Marketers can bridge brand awareness and performance sales rapidly by combining creator trust with artificial intelligence technology,” he said.
The platform’s Commerce Media Network connects viewers from YouTube ads directly to the checkout pages of marketplaces Shopee and Lazada. The network can also use shopping signals, such as product searches and items added to carts, in targeted advertising.
In a pilot campaign, Nivea Thailand used the Commerce Media Network alongside other YouTube advertising tools. The campaign generated three times as many online purchases and a 32% increase in offline sales.
TRENDS
Thailand’s YouTube culture is shifting from short-lived viral trends towards content that keeps audiences engaged for longer, said Charudej Lertsumitkul, the community partner manager at YouTube Thailand.
He cited KT Kratae’s Bangkok City music video, which surpassed 27 million views and extended into street dance and fashion content at Wat Arun.
Mr Charudej said creator content is competing with traditional entertainment formats. Watch time for TV drama content on YouTube has tripled, while creators such as Thep Leela and GoodDay Official are producing their own game shows.
Talk shows combining informal conversations with food and travel are also attracting communities around shared interests.
He said suspense content has broadened from ghost stories to true crime and analytical programmes such as Mor Tang and The Untold Case. The time viewing suspense content has doubled, matching a trend for travel creators with longer-form content.
Thai viewers seek content that is empowering when it comes to mental well-being, personal development and positive thinking, with video podcasts becoming a key format, said Mr Charudej.
YouTube is linking creator content with e-commerce through its Shopping Affiliate Program, which integrates with platforms including Shopee and Lazada.
More than 50% of eligible creators in Southeast Asia have joined the scheme, tagging products in more than 6 million videos.
Older videos can continue generating sales, as creators can add product tags to existing content, including videos published years earlier.