Thailand’s entertainment and media sector is projected to generate roughly 550 billion baht in revenue this year, representing growth of 1.8%, driven by digital media segments such as internet advertising, video games and over-the-top (OTT) video services.
Traditional media continues to face pressure from changing consumer behaviour and the ongoing migration of ad spending to digital platforms.
According to the latest PwC Global Entertainment and Media Outlook 2026-2030 report, the industry is on track to expand from 536 billion baht in 2025 to 546 billion this year, climbing to 616 billion by 2030 at a compound annual growth rate of 3.1%.
“The entertainment and media industry remains resilient against economic headwinds and lower domestic consumption as digital transformation continues to accelerate,” said Tithinun Vankeo, assurance partner at PwC Thailand.
Ms Tithinun said businesses are increasingly investing in digital channels because they enable more precise audience targeting, clearer measurement of outcomes, and better use of artificial intelligence (AI) and data-driven insights to enhance marketing effectiveness compared with traditional media.
The report analysed revenue trends across 12 entertainment and media segments in 53 countries and territories, highlighting several high-growth sectors in Thailand for 2026.
Internet advertising revenue is projected to grow 13% to 66.8 billion baht, while video games are expected to increase by 12% to 52.3 billion baht and OTT video services by 11% to 22.9 billion.
These trends reflect consumers’ increasing preference for digital platforms and the growing ability of businesses to use data and technology to engage target audiences more effectively.
Digital advertising, gaming and e-sports remain key growth engines. PwC expects Thailand’s internet ad market to expand by 41.5% between 2026 and 2030, reaching 94.6 billion baht. Revenue from video gaming and e-sports is forecast to increase by 41% over the period to 71 billion baht.
This growth reflects the increasing consumption of online video, social media and mobile gaming, which continues to accelerate the shift of ad expenditure from traditional channels to digital platforms.
The adoption of AI for data analytics, personalisation and influencer marketing is enhancing businesses’ ability to reach consumers and drive engagement more effectively.
Smartphone penetration, blockbuster mass-market titles, and expanding digital systems are projected to sustain long-term growth and draw new players into Thailand’s gaming and e-sports market.
While AI is rapidly transforming how content is created, distributed and monetised, people’s desire to connect, learn and engage in meaningful experiences remains a fundamental driver of the entertainment and media industry.
As a result, live and interactive experiences, including concerts, sporting events, experiential activities and engagement-driven content, continue to resonate with consumers and create sustainable value for businesses, PwC noted.
According to Ms Tithinun, the next challenge for industry players is using technology and data-driven insights to create experiences that are relevant, meaningful and valuable for consumers.
Organisations that can combine the power of AI with creativity, high-quality content and deeper consumer engagement will be positioned to create differentiated value and strengthen their competitiveness over the long term, she said.
“Sustainable competitive advantage lies not only in technology, but in the ability to create value, earn trust and foster long-term consumer loyalty,” Ms Tithinun said.