Exploring the Challenges in Thai Media through Insights from Academics, Executives, and Influencers

The ability to access and connect with consumers through the consumer journey is one of the most challenging aspects for the Thai media industry. Created by media intelligence solutions provider Dataxet Limited, the ‘Thailand Media Landscape 2024’ report delves into the myriad challenges that the Thai media landscape will face, offering diverse perspectives from academics, media executives, influencers, and the general public regarding the dynamics and trends shaping the Thai media landscape.

The influx of influencers following the Covid pandemic poses another challenge for mass media and content creators. Thairath Chief Marketing Officer Prodpran Muensuksaeng says the Covid pandemic gave rise to new content creators, both celebrities and non-celebrities, who have turned to content creation and gained considerable traction among media consumers. Consequently, the competition between mass media, new content creators, and influencers will make 2024 a challenging year.

TikTok Influencer Kanjarat ‘Kai’ Sakdikornthanasiri insists Live Commerce is here to stay, but the content presentation must have entertainment value.

Rawit Hanutsaha, CEO of Srichand United Dispensary and Public Figure Influencer award winner from Thailand Influencers Award 2023, says the Thai influencer market will continue to grow and expand with more newcomers joining the fray. More importantly, content creators and influencers must establish the type of influencer they want to be, identify their target audience, and understand what they listen to.

Assoc. Prof. Dr. Smith Boonchutima, a Lecturer at the Faculty of Communication Arts, Chulalongkorn University, predicts that augmented reality and virtual reality will be major media trends in 2024. Content will be presented in formats tailored to specific target groups, becoming more diverse. He advises paying attention to social sentiments and responding accordingly to consumers.

According to Seri Sirinopwongsagon, Executive Director at ABM Connect, the ability to access and connect with consumers through the consumer journey is one of the more difficult challenges for the Thai media industry. Takonkiet Viravan, Group CEO of The One Enterprise, says both the audience and content have become increasingly fragmented. Therefore, creating content that resonates with the audience is crucial.

The prominent trend captivating the interest of experts is generative AI. This trend is set to play the role of an ‘assistant’ for the media industry, content creators, and agencies. Generative AI is expected to optimize work processes, elevate efficiency in content production, and bring about cost savings. This development introduces a challenge for journalists, prompting the question of their ability to swiftly and effectively integrate Generative AI into their workflows.

The thoughts and experiences conveyed by the experts in these insightful interviews will serve as a compass in preparing for the forthcoming challenges. The report also features well-articulated strategies and tips shared for content production and marketing.

Read the complete interviews and explore media trends in Thailand at: