Study: 80% of Thais plan new streaming subscriptions while already on six platforms

Thai viewers’ appetite for streaming shows no signs of slowing. According to Magnite’s “Streams and Screens: Thailand” study, 80% of viewers plan to sign up for a new streaming service this year, even though they already use an average of six platforms.

The findings reflect a dynamic and rapidly expanding market, where consumers are both content-hungry and open to ad-supported experiences. The study reveals that 83% of viewers are streaming more this year than last, pointing to sustained growth in both consumption and engagement.

Shared viewing experiences have emerged as a defining feature of Thailand’s connected TV (CTV) landscape, with 83% of viewers typically watching with others, amplifying advertising impact through extended reach and stronger recall.

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When co-viewing, 73% of respondents reported they are more likely to remember an ad, highlighting how CTV has evolved into a social experience where brand messages are shared and discussed in real time.

Cross-device behaviour is also shaping new pathways to engagement. Among Thai viewers, 64% regularly use a second device while watching CTV, and exposure across multiple touchpoints makes a difference: 82% are more likely to take action when ads appear on more than one device. This pattern underscores how second-screen interactions - whether searching, sharing, or shopping - can significantly boost the effectiveness of multi-screen campaigns.

A strong 87% of respondents said they would be likely to subscribe to a lower-cost, ad-supported tier of SVOD services such as Netflix or Disney+ if these options were made available locally. Meanwhile, 77% of streamers already watch most of their content through ad-supported platforms.

Live streaming continues to gain momentum. On a monthly basis, 86% of viewers stream live content, creating real-time environments that are particularly powerful for advertisers. In these contexts, 76% said they are more likely to take action after seeing an ad, and 81% remembered brands featured during live streams, emphasising the unique impact of live, shared content.

The report also highlights that 91% of connected Thais are active on the open internet - whether streaming, gaming, or listening to podcasts and music - outside of walled gardens.

Cultural and linguistic alignment further enhances connection and response. The study found that 80% of Thai audiences feel more connected to ads that reflect local culture, while 84% say ads delivered in the same language as the content are more effective.

Magnite’s study surveyed more than 800 streaming viewers in Thailand, conducted during the summer of 2025.

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