5 Experts on Thai Media Trends 2026: AI Powers On, Media Atomizes, Communities Boom, Gaming Becomes a Major Growth Engine

Consequently, niche communities are emerging at an accelerated pace. Amidst this fragmentation, consumer passion and interest are crucial value-creation factors that should not be overlooked. One community that clearly reflects the power of passion is Thailand's gaming industry, valued at 40 billion baht, which can become a treasure trove for brands seeking to reach younger audiences.

Thai Media Fragments into 'Atoms' as Consumer Behavior Shifts

Patthawee Apiwatcharoensin, Associate Director of Strategy at We Are Social Thailand, points out that Thailand's media landscape is transitioning from fragmentation to atomization, where media and consumer interests break down into 'atoms,' driven by specific interests and passions rather than traditional demographic segmentation.

For brands seeking success, Patthawee recommends not chasing constantly changing algorithms but instead winning the 'hearts of the people they're talking to' through building Brand Love on platforms called Passion Network Platforms or Immersive Social Spaces, such as Roblox and Zepeto. These are games with social spaces truly driven by passion, particularly effective for reaching Gen Alpha audiences.

The Mass Media Era Ends: Targeted Content and Community Building Are Essential

As consumer behavior atomizes further, strategies for creating targeted media and content to address 'atomization' become essential. This aligns with Nattha Komolvadhin, News Director of The Standard, who points out that the era of mass media has ended. The Standard has chosen to target the Premium Mass audience—young people with purchasing power interested in in-depth content—through 8 outlets with clear 'signatures,' along with organizing events and creating dedicated websites to serve as information hubs and strengthen community bonds.

Media Professionals Need Specialized Expertise and Human Skills

Assist. Prof. Kantira Chayawong, Ph.D., Assistant Dean for Thai Bachelor's Degree Program, Faculty of Journalism and Mass Communication, Thammasat University, predicts that in 2026, AI will replace certain jobs, such as proofreading or back-office tasks in media organizations. Therefore, media professionals must be multi-skilled and possess 'expert' level proficiency in at least one area, complemented by human skills such as patience, empathy, and the ability to communicate with people of various ages—skills that AI cannot replace. However, AI is also an important tool that can support faster news reporting.

AI Search Transforms Content Strategy: From Keywords to User Intent

Teeraphol Ambhai, a Marketing Technology (MarTech) expert, observes that AI Search and Google AI Overview have significantly changed consumer information-seeking behavior. As a result, businesses should not create keyword-centric content alone but must shift to a customer-centric approach, creating content that genuinely communicates with people.

At the same time, credibility has become increasingly important for news agencies and media outlets, as AI prioritizes trustworthy and verifiable sources. On this point, Nattha shares similar views that the advent of AI is not just a challenge but also an opportunity to elevate media quality. Media outlets need to produce original, higher-quality content so that AI will choose to cite them as sources in its answers.

Thailand's 40 Billion Baht Gaming Market: A Golden Opportunity for Brands

As consumer behavior changes, brands and businesses can no longer rely solely on traditional digital channels. Finding new platforms that can create deeper engagement with consumers has become a significant opportunity. One such opportunity is the rapidly growing gaming industry.

Sattra Viriyacharoentham, Country Managing Director at Playpark Company Limited, reveals that Thailand's gaming market is worth up to 40 billion baht, with approximately 30 million Thai gamers playing at least one hour per day. Moreover, they represent a high-spending demographic. RPG game players spend an average of 2,500-3,000 baht per month. The gaming market thus presents a golden opportunity for brands to build communities and reach consumers in the long term.

The gaming market can attract gamers across various age groups, especially younger people, because the society within games provides an escape from social media algorithms. Players can meet, create their own characters, and participate in activities together. It's a platform that enables co-creation and has more interactive elements than typical social media.

Overall, Thailand's 2026 media landscape requires everyone to continuously adapt amid challenges from AI, changing consumer behavior, and intensifying competition. Still, there are abundant opportunities for organizations that understand consumers, can produce quality and credible content, and build strong communities. Ultimately, humanity, sincerity, and understanding of people are values that no technology can replace and remain the heart of truly creating media and brands.

Read exclusive interview highlights on Thai media trends from five industry experts at https://www.dataxet.co/media-landscape/2026-en/thai-media-trends

and find the full in-depth exclusive interviews in Thai at https://www.dataxet.co/media-landscape/2026-th/thai-media-trends

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