62% increase in online streaming VDO subscribers from 715 million in 2020 to 1,161 million in 2025 (Statista, Digital TV News, Sept 2020).Netflix will soon hit saturation, while Disney+ is expected to be the new favourite with its unparallel collection of “hit” content. The world loves online VDO streamingĪn enormous increase in global online streaming VDO subscribers is forecast in 2025. However, most Thai viewers still consume entertainment on free video platforms, which gives brands plenty of options to connect with audiences through video advertising on OTT services such as Line TV, iQiyi and Viu. Such a partnership could be the best way to work with major online streaming video services as it offers lower-risk opportunities for Thai brands compared to investing in a branded-content sponsorship on a content platform. The partnership between AIS and Disney+ is an excellent example of a collaboration between local and global video subscription services and has already seen a good response from Thai viewers. Thai audiences have adapted quickly to new entertainment technologies and now have access to a wide variety of content that suit every lifestyle and interest.

But will online streaming advertising replace traditional TV advertising? 'Glocal' partners Getting to know the online streaming VDO audiences will soon become vital for advertisers to shape their marketing efforts. This booming entertainment ecosystem is predicted to shift the dynamics of advertising in Thailand in the near future. With the ongoing outbreak of COVID-19, Thai lockdown audiences have accelerated the demand for online VDO streaming services, which includes these two global brands and other local and international players. While Netflix has become a family member in Thai urbanite households over the past five years, the recent arrival of Disney+ in July is heating up the competition and becoming the talk of the town. Suchada Supakan of i-dac Bangkok examines the boom in online VDO streaming services and what it means for brands and advertisers eyeing the Thai market.

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