Streaming companies can default to offering low prices when moving into new markets, assuming it will help them establish a footprint. That strategy falls flat in Thailand.

YouTube dominates daily viewing habits in Thailand, and the willingness of local users to pay for its premium version signals that low-cost offerings aren’t the only way to engage users. 

Instead, Netflix’s investment of over $200 million in Thai content production from 2021 to 2024 highlights that success in this market requires more than competitive pricing. It demands cultural insight, local storytelling, and strategic engagement – and those same factors can also unlock global opportunities.

That’s because investing in local stories, crews, and creatives is a smart move that resonates with global audience preferences too. The delicate balance of attracting local audiences via fresh content and authentic on-platform UX – from title cards to synopses – while also exporting successful Thai content and immersive experiences is the secret to winning in this market and leveraging its triumphs for global success.

WHY THAI STREAMING PREFERENCES GO BEYOND ACCESIBLE PRICING

Simply entering the market with a super-low price point and hoping for the best won’t cut it. And it’s not just about bringing all the big global hits to Thai screens either. To truly connect with people in Thailand, brands need to create a holistic UX experience and content that feels genuine to the culture, sparks lively conversations, and speaks to these audiences authentically. 

Despite costing three times more for a family plan, YouTube remains the most frequently paid-for service in Thailand, with 40% of users paying for the service. YouTube continuously refreshes content through creators, tapping into Thailand’s appetite for a range of content from series and movies to music, while mitigating the risk of content fatigue.

Meanwhile, the competition is intensifying. Viu’s success could be attributed to early market adoption. They first entered Thailand in 2017, and came in with a statement by offering authentically dubbed content, localized title cards and bundled offerings that capture a wide range of content.

TrueID’s unique bundling service also includes a broad content range, highlighting a clear understanding of local preferences. They offer a wide range of content from partners like Netflix, iQiYi and True Vision on TV screens via their smart TV box. 

But local platforms and industry heavyweights aren’t the only active streaming companies – rivals from nearby regions are adding to the competition. Fast-growing Chinese platforms like iQiyi are capturing Thai audiences, and also partner with local players to further their reach.

And content variety and localization aren’t the only considerations. Quality content that drives conversation is a major factor. Friends and social circles drive 31% of viewing decisions. In other words, Thai audiences are highly influenced by peer recommendations, not just the platform itself. Brands that ignore the power of word-of-mouth, local influencers, and online communities like Pantip and Reddit forums risk missing the social signal that converts casual viewers into loyal subscribers.

CONTENT THAT TRAVELS: THAI STORIES ON A GLOBAL STAGE

The global success of recent Thai series underscores the rising influence of Thailand in the international entertainment landscape. “Master of the House”, a murder-mystery series, became the first Thai-produced show to top Netflix’s weekly Global Non-English series chart, signaling that locally rooted stories can resonate with audiences far beyond their home country. 

Meanwhile, “Mad Unicorn”, based on the true story of Thailand’s first unicorn startup, demonstrates the value of Thai stories and cultural events for local audiences as it shot to #1 in Thailand after 24 hours on the platform. However, its success extended beyond the country’s borders, reaching #4 on Netflix’s Global Top 10 for Non-English titles.

The ripple effect of these shows extends beyond screen time. Fans are increasingly traveling to filming locations, like the Château de Khaoyai featured in “Master of the House”,  where they can stay in one of the exclusive suites shown on-screen. These fan-driven tourism initiatives not only boost local economies but also create tangible, real-world engagement with Thai culture, reinforcing the idea that streaming content can be a powerful cultural export.

Streaming giants’ investment in the region signifies something profound: by supporting local talent and telling stories that feel authentically Thai, they’re able to engage both home audiences and viewers across the globe at the same time.

FINAL THOUGHT

Thailand’s streaming market is an intersection where global ambition and local flavor collide. 

Brands entering this market face a clear challenge: loyalty can’t be won on price alone. Viewers expect content that feels culturally relevant, platforms that are easy to use, and stories that ring true. Streaming companies that ignore these factors risk getting lost in a crowded market dominated by local players, alongside a highly engaged YouTube audience.

The international impact is just as significant. By focusing on local creators and tapping into Thailand’s unique viewing habits, companies can attract audiences at home while exporting Thai stories that resonate worldwide. Platforms that achieve this balance gain cultural influence, content that travels, and a lasting connection with one of Southeast Asia’s most dynamic audiences.