FridayOL

PwC forecasts Thailand's media and entertainment industry revenue will hit 546 billion baht by 2026, driven by digital ads and AI technology.

Growth Drivers in the Digital Era

The PricewaterhouseCoopers (PwC) forecast suggests significant expansion for the Thai media and entertainment sector despite broader economic slowdowns. The projected growth to nearly 546 billion baht by the year 2026 relies heavily on the evolution of digital advertising ecosystems.

Technological integration, specifically Artificial Intelligence (AI), is expected to serve as a primary catalyst for this valuation. AI is anticipated to optimize content creation, streamline distribution processes, and enhance targeted advertising precision across various platforms.

Impact of Digital Advertising

As traditional media consumption patterns shift, digital advertising continues to capture a larger share of total industry spending. This transition is central to the projected revenue increase, as brands reallocate budgets toward high-engagement digital channels.

Key factors influencing this upward trajectory include:

• Increased efficiency in programmatic advertising through machine learning.
• The expansion of streaming services and localized digital content.
• Advanced consumer data analytics provided by AI-driven platforms.
• Growing digital infrastructure within the Southeast Asian market.

Economic Resilience and AI Integration

While macroeconomic headwinds may impact general consumer spending, the media sector demonstrates a specialized resilience due to the digital pivot. The industry is moving toward a model where AI tools reduce operational costs while simultaneously increasing the scale of content production.

Experts suggest that companies able to successfully adopt AI workflows will likely secure a competitive advantage in this high-growth landscape. This shift marks a transition from traditional broadcast models to data-centric, automated entertainment ecosystems.