In 2025, Thailand's media landscape is undergoing a profound transformation. While in 2013 the key event was the allocation of 36 digital terrestrial TV licenses, today the country is actively moving toward IP broadcasting, streaming platforms, and AI-generated content. Over-the-air TV remains, but its role has significantly diminished.
According to the National Broadcasting and Telecommunications Commission (NBTC), the share of viewers watching TV via antenna or cable has dropped to 38% (from 75% in 2014). The majority — 62% — consume content via the internet: YouTube, TikTok, AIS Play, TrueID, Netflix, WeTV.
What Has Changed Since 2013?
The digital revolution has led to:
- Completion of the switch to DVB-T2 — nationwide digital signal coverage;
- Declining revenues for TV channels due to falling ratings and ad revenue;
- Rise of vloggers and digital influencers;
- Growth of OTT platforms (over-the-top), now dominant in media consumption.
Top Media Platforms 2025
Market leaders:
- AIS Play: over 12 million users, local and international content;
- TrueID: series, sports, movies, integrated with True network;
- WeTV (Tencent): Asian dramas, K-content, Thai series;
- Netflix and Disney+: global content, premium subscriptions;
- YouTube Shorts and TikTok: primary source of news and entertainment for youth.
NBTC’s Role in 2025
The commission no longer focuses only on channel licensing. Its priorities have shifted to:
- Regulating online content (including disinformation and cyberbullying);
- Developing IP broadcasting (NextGen TV, ATSC 3.0);
- Protecting viewer rights in the digital environment;
- Supporting local content production through grants and tax incentives.
AI and the Future of Content
Since 2024, Thailand has adopted:
- AI-generated content: neural networks create scripts, translate, and voice series;
- Personalized recommendations: algorithms tailor content to viewer interests;
- Virtual anchors: AI newscasters on digital platforms;
- Deepfake detection: NBTC implements video authenticity verification systems.
Content Classification: What Remains?
The original program classification system (news, children, family) is preserved but adapted:
- Mandatory tags on all platforms: "for kids", "violence", "politics";
- Automated moderation on YouTube and TikTok per NBTC standards;
- Hotline 1299 — for reporting harmful content.
Outlook 2025–2030
Expected:
- Full transition to IP broadcasting (ATSC 3.0) by 2027;
- Development of interactive and immersive content (VR/AR);
- Export of Thai content to ASEAN and Latin America;
- International recognition of Thailand’s model of digital media regulation.
"We’re no longer just allocating frequencies — we’re shaping digital culture," said NBTC Chairman Thanatorn Sukvian. "The future is responsible, smart, and accessible content."
Watching TV or streaming? My Thai Home helps you choose platforms, pick subscriptions, and protect children from harmful content. Media has changed — and you can stay ahead.
Back to list
