PwC: Thailand's entertainment and media industry set to reach around THB550 billion in 2026

PwC forecasts that Thailand's entertainment and media (E&M) industry will generate total revenue of around THB550bn in 2026, representing

1.8% growth year-on-year, despite ongoing pressure on domestic consumption and broader economic uncertainty.

Growth is expected to be driven by continued shifts in advertising spending towards digital channels, as well as the expansion of online video, video gaming and esports markets.

According to PwC's Global Entertainment & Media Outlook 2026-2030, Thailand's E&M

industry is projected to grow from THB535.8bn in 2025 to THB545.6bn in 2026, reaching THB616.1bn by 2030, with a compound annual growth rate (CAGR) of 3.1% over the forecast period.

Digital media segments—including internet advertising, video gaming and esports, and over-the-top (OTT) video services—are expected to be key growth drivers, while traditional media continues to face pressure from changing consumer behaviours and the ongoing migration of advertising spending towards digital platforms.

Tithinun Vankeo, Assurance Partner, PwC Thailand said:

"While Thailand's economy continues to face challenges from weaker consumer spending and economic uncertainty, the entertainment and media industry remains resilient as digital transformation continues to accelerate. Businesses are increasingly investing in digital channels because they enable more precise audience targeting, clearer measurement of outcomes, and better use of AI and data-driven insights to enhance marketing effectiveness compared to traditional media."

The Outlook, which analyses revenue trends across 12 entertainment and media segments in 53 countries and territories, highlights several high-growth sectors in Thailand for 2026. Internet advertising revenue is projected to grow 13% year-on-year to THB66.8bn, OTT video services by 11% to THB22.9bn, and video gaming and esports by 12% to THB52.3bn.

These trends reflect consumers' increasing preference for digital platforms and the growing ability of businesses to use data and technology to engage target audiences more effectively.

Digital advertising, gaming and esports remain key growth engines

PwC expects Thailand's internet advertising market to expand by 41.5% between 2026 and 2030, reaching THB94.6bn. Revenue from video gaming and esports is forecast to increase by 41% over the same period to THB71bn.

This growth reflects the increasing consumption of online video, social media and mobile gaming, which continues to accelerate the shift of advertising expenditure from traditional channels to digital platforms. At the same time, the adoption of AI for data analytics, personalisation and influencer marketing is enhancing businesses' ability to reach consumers and drive engagement more effectively.

For the gaming and esports sector, widespread smartphone adoption, the popularity of mass-market gaming titles and the continued expansion of digital channels are expected to support sustained market growth and attract new participants into the industry ecosystem.

AI accelerates transformation, while human experience drives value

While AI is rapidly transforming how content is created, distributed and monetised, PwC's report highlights that people's desire to connect, learn and engage in meaningful experiences remains a fundamental driver of the entertainment and media industry.

As a result, live and interactive experiences, including concerts, sporting events, experiential activities and engagement-driven content, continue to resonate with consumers and create sustainable value for businesses.

According to Tithinun, the next challenge for industry players is not simply adopting AI to improve efficiency. It is about using technology and data-driven insights to create experiences that are relevant, meaningful and valuable for consumers.

Organisations that can combine the power of AI with creativity, high-quality content and deeper consumer engagement will be best positioned to create differentiated value and strengthen their competitiveness over the long term.

"In the future, success in the entertainment and media industry will not be determined solely by who has the most advanced technology. The winners will be those who successfully combine AI, data insights and creativity to deliver meaningful experiences, meet evolving consumer expectations and build enduring relationships.

"In a world where content is everywhere, sustainable competitive advantage lies not only in technology, but in the ability to create value, earn trust and foster long-term consumer loyalty," she said.

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