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Digital advertising, gaming, and AI-driven transformation set to power modest but steady growth amid economic headwinds.

Key takeaways

• Thailand’s entertainment and media industry is projected to reach ~THB550 billion in 2026, up 1.8% from 2025, despite weak consumer spending.
• Digital advertising, streaming video, and gaming/esports are the fastest-growing segments, with internet advertising alone set to grow 41.5% by 2030.
• PwC says long-term success will depend on combining AI with creativity to build meaningful, trust-based consumer experiences, not on technology alone.

Thailand’s entertainment and media industry is on track to generate roughly THB550 billion in revenue this year, marking 1.8% growth compared with 2025, according to new projections from PwC. The forecast comes even as the country grapples with soft consumer spending and broader economic uncertainty, underscoring the sector’s relative resilience.

The growth, PwC says, will largely be fueled by an ongoing shift of advertising budgets toward digital platforms, alongside continued expansion in online video, gaming and esports.

Steady Climb Through the Decade

Drawing on its Global Entertainment & Media Outlook 2026 to 2030, PwC projects Thailand’s E&M industry will rise from THB535.8 billion in 2025 to THB545.6 billion this year, before climbing to THB616.1 billion by 2030, a compound annual growth rate of 3.1% over the five years.

Digital segments, including internet advertising, gaming and esports, and streaming video services, are expected to lead that expansion, while traditional media formats continue to lose ground amid shifting consumer habits and advertisers’ migration online.

Tithinun Vankeo, Assurance Partner at PwC Thailand, said that despite the strain on household spending, the industry’s digital shift is giving it a measure of durability. According to Vankeo, businesses are turning to digital channels because they offer sharper audience targeting and better use of AI-driven data insights than conventional media.

Advertising and Gaming Lead the Charge

Among the standout performers for 2026, internet advertising revenue is projected to climb 13% year on year to THB66.8 billion, streaming video services to grow 11% to THB22.9 billion, and gaming and esports to expand 12% to THB52.3 billion.

Looking further ahead, PwC expects the internet advertising market to grow 41.5% between 2026 and 2030, reaching THB94.6 billion, while gaming and esports revenue could rise 41% over the same stretch to THB71 billion, driven by widespread smartphone use, popular mass market titles and expanding digital distribution.

AI as Enabler, Not Endpoint

While artificial intelligence is reshaping how content is produced, distributed, and monetized, PwC’s report suggests the human appetite for connection and meaningful experience remains the industry’s core driver. Live and interactive formats, including concerts, sporting events, and other experiential content, continue to hold consumer appeal and generate durable value for media companies.

Vankeo argued that the industry’s next test isn’t simply deploying AI for efficiency gains, but using technology and data to craft experiences that feel genuinely relevant to audiences. Companies that pair AI capabilities with strong creative content and deeper engagement, she said, will be best placed to differentiate themselves over time.

She added that as competition intensifies, lasting advantage will come not from having the most advanced technology alone, but from blending AI, data, and creativity to build trust and long-term consumer loyalty.

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