泰国新闻消费行业市场前景及投资研究报告-培训课件外文版2024.6

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MARKETSNewsconsumptioninThailandCHAPTER

01OverviewTrustinjournalistsworldwideasofJune2023,bycountryTrustinjournalistsworldwide2023,bycountryShareofrespondents0%5%10%15%20%25%30%35%40%45%50%IndonesiaIndia47%39%NetherlandsBrazil34%34%ThailandMexico33%31%Canada29%UnitedStatesIreland28%28%27%26%26%MalaysiaSwedenGermanySingapore24%3Description:Accordingtoasurveyconductedin31countries,IndonesianandIndianrespondentshadthemosttrustinjournalists,at47and39percentrespectively.Onthecontrary,trustinjournalistswasthelowestinHungary,Japan,andSouthKorea.

ReadmoreNote(s):Worldwide;May26toJune9,2023;22,816respondents;16-74years*;amongthosewhoanswered1or2onascaleof1to5,where1isverytrustworthyand5isveryuntrustworthy;*RespondentsfromSouthAfrica,Canada,Turkey,[...]

ReadmoreSource(s):IpsosPressfreedomindexintheAsia-Pacificregionin2022,bycountryorterritoryPressfreedomindexAPAC2022,bycountryIndexscore(0-100)4001020305060708090NewZealandTimor-LesteBhutanTaiwanAustraliaSouthKoreaSamoa83.5481.8976.4674.0873.7772.1171.3969.74TongaPapuaNewGuineaJapan66.6664.3762.67NepalMaldivesMongolia59.5559.174Description:NewZealandhadthebiggestpressfreedomintheAsia-Pacificregionasof2022,scoring83.54outof100possiblepoints.Incomparison,Vietnam,China,Myanmar,andNorthKoreawereestimatedtohavethelowestlevelsofpressfreedomintheAsia-Pacificregionasof2022.ReadmoreNote(s):Asia,APAC;2022Source(s):ReportersWithoutBordersWorldPressFreedomIndexinThailandfrom2014to2023withforecastsuntil2029WorldPressFreedomIndexThailand2014-20297062.0659.93605040302010055.6955.955.4755.3155.2455.0654.7854.8754.3253.8353.3652.9252.4950.1520142015201620172018201920202021202220232024202520262027202820295Description:TheWorldPressFreedomIndexinThailandwasforecasttocontinuouslydecreasebetween2024and2029byintotal2.4points(-4.37percent).Accordingtothisforecastin2029,theWorldPressFreedomIndexwillhavedecreasedforthesixthconsecutiveyearto52.49points.ReadmoreNote(s):Thailand;2014to2029Source(s):LeadingnewssourcesinThailandasofApril2023LeadingnewssourcesThailand2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%TelevisionSocialmedia(i.e.Facebook,YouTube,LINE,Instagram,andX)Conversationswithfriends,relatives,familymembers,andothersRadio80.7%71%33.3%19.2%Governmentofficials(i.e.villageheadmen)8.1%6Description:AsofApril2023,theleadingnewssourceinThailandwastelevisions,whichwasusedbyaround81percentofrespondents.Thiswasfollowedbysocialmedia.Thaishavealsobeenveryactiveonsocialmediaandprefertosharenewsonsocialmediawiththeirfamilyandfriends.ReadmoreNote(s):Thailand;March22toApril4,2023;46600respondents;15yearsandolderSource(s):NationalStatisticalOffice(Thailand);NBTC(Thailand)LeveloftrustinthenewsinThailandin2023TrustlevelofthenewsThailand2023Trustscore0%10%20%30%40%50%60%20212022202350%53%51%7Description:In2023,thetrustlevelofoverallnewsinThailandwasestimatedat51percent.Inthatyear,WorkpointTVandChannel7HDwerethemosttrustednewsbrandinThailand.ReadmoreNote(s):Thailand;2021to2023Source(s):ReutersInstitutefortheStudyofJournalismCHAPTER

02NewsoutletsTrustlevelsofleadingnewsoutletsinThailandin2023TrustlevelsofleadingnewsoutletsThailand2023Trustscore0%10%20%30%40%50%60%70%80%WorkpointTVChannel7HDThaiPBS(publicbroadcaster)ThaiRath71%71%70%69%69%AmarinPPTV68%68%66%65%MCOTNewsNetworkMatichonKhaosodKrobkeuakao3BangkokpostDailyNews65%65%64%ManagerRegionalorlocalnewspaperNation60%60%59%9/statistics/1291385/thailand-trust-levels-of-leading-news-outletsIn2023,bothWorkpointTVandChannel7HDhadthehighesttrustscoreof71percent.OthertrustednewsoutletsalsoincludedThaiPBS,ThaiRathandAmarin.Inthatsameperiod,thetrustlevelofoverallnewsinThailandwasestimatedat51percent.ReadmoreNote(s):Thailand;JanuarytoFebruary,2023;2,028respondentsSource(s):ReutersInstitutefortheStudyofJournalismWeeklyreachofofflinenewsinThailandin2023,bynewsoutletWeeklyreachofofflinenewsThailand2023,bynewsoutletShareofrespondents0%5%10%15%20%25%30%35%Channel3HDThaiRathTV3231%31%AmarinTVHD3428%Channel7HD26%ThaiRathDaily(newspaper)WorkpointTV2324%23%ChannelOne3121%21%PPTV36ThaiPBS(publicbroadcaster)Khaosod(newspaper)Channel8News20%16%12%12%12%DailyNews(newspaper)NationTV2210Description:In2023,bothChannel3HDandThaiRathTV32rankedthehighestofflineweeklyreachinThailand,with31percentofrespondentswhowereweeklyusersoftheplatform.OtherleadingnewsoutletsalsoincludedAmarinTVHD34,Channel7HDandThaiRathDaily,whichhavebeenpopularofflinesourcesamongThais.ReadmoreNote(s):Thailand;JanuarytoFebruary,2023;2,028respondentsSource(s):ReutersInstitutefortheStudyofJournalismWeeklyreachofonlinenewsinThailandin2023,bynewsoutletWeeklyreachofonlinenewsThailand2023,bynewsoutletShareofrespondents0%5%10%15%20%25%30%35%40%45%50%ThaiRathonlineThaiPBSNewsonlineWorkpointTodayKhaosodonline43%25%24%23%PPTVonline20%MCOTNewsNetworkonlineYahoo!News16%16%16%VoiceBBCNewsonlineMatichononlineTheReporterThailandNationonline15%14%14%13%12%Manageronline11Description:In2023,ThaiRathonlinehadthehighestonlineweeklyreachinThailand,whichwasusedby43percentofrespondentsforatleastonceaweek.ThaiRathhasbeenoneoftheleadingnewsoutletsinThailandforbothonlineandofflinenews.ReadmoreNote(s):Thailand;JanuarytoFebruary,2023;2,028respondentsSource(s):ReutersInstitutefortheStudyofJournalismLeadingprogramstolistenontheradioamongconsumersinThailandasofApril2023(in1,000s)PopularprogramsontheradioThailand2023Shareofrespondents30%0%10%20%40%50%60%70%RadioThailandCommunityRadioMCOT60.9%44.9%41.9%JS10016%ArmyRadioorPoliceRadioThaiWeatherRadio7%7%12Description:AsofApril2023,RadioThailandwasthemostpopularprogramontheradioinThailand,accountingforaround61percentoftherespondents.PeopleinThailandstartedlisteningtotheradioagainduetolifestylechangesinfluencedbytheCOVID-19pandemic.ReadmoreNote(s):Thailand;March22toApril5,2023;46600respondents;15yearsandolderSource(s):NationalStatisticalOffice(Thailand);NBTC(Thailand)NumberofprintnewspapercirculationinThailandin2022,bybrand(in1,000s)NumberofprintnewspapercirculationThailand2022,bybrandNumberofnewspapersinthousands300

400

50001002006007008009001,000950KhaoSodMatichon950950ThaiPostNaewna900900SiamRathManagerWeeklyManagerDaily360DegreesThaiRath850850800MatichonWeeklyDailyNews50050013Description:In2022,themediaoutletswhichprintedthehighestnumberofnewspapersinThailandwereThaiPost,Khaosod,andNaewnawitheachcontributing950,000copies.Incomparison,DailyNewsprinted500,000newspapers.Printnewspapershavebeengreatlyaffectedbythedigitalizationofmedia.Oneofthewell-knownThainewspapers,KomChadLuek,stoppedprintingandstartedprovidingonlydigitalformatinApril2020ReadmoreNote(s):Thailand;2022Source(s):InfoQuestCHAPTER

03NewsreachMostpopularmorningnewstelevisionprogramsinThailandasofAugust2022,byratingMostpopularTVmorningnewsprogramsThailand2022,byratingRatingscore0.40.00.20.60.81.01.21.4Channel3:RuangLaoChaoNeeChannel7:SanamKhaoJedSeeChannel7:ChaoneeteeMorchitWorkpoint:KhaoChaoWorkpointThaiRathTV:TalonKhao1.190.980.870.790.6Amarin:KhaoArunAmarin0.51ThaiRathTV:KhaoChaoHuaKieowChannelOne:KhaoChaoChongOneChannel8:KuiKhaoChaoChuangTeeNuengGMM25:KohKhaoChao0.460.430.240.170.17Chanel9:JorLeukTuaThaiPPTV:ShowKhaoChaoNee0.130.130.12Nation:NationTunKhaoChaoNation:MorningNation15Description:AsofAugust2023,themostpopulartelevisionmorningnewsprograminThailandwasRuangLaoChaoNeeortranslatedtoEnglishasthismorning'sstoriesonChannel3HD,whichreceivedaratingofaround1.2.ThenewsshowisrunbyoneofThailand'smostfamousandcontroversialnewsanchors,SorayuthSuthassanachinda.ReadmoreNote(s):Thailand;August31,2022Source(s):Nielsen;TVDigitalWatchMostpopulareveningnewstelevisionprogramsinThailandasofAugust2022,byratingMostpopulareveningTVnewsprogramsThailandAugust2022,byrating2.01.81.851.681.61.41.21.00.80.60.40.20.00.22AmarinTV'sToobThohKhaoThaiRath32'sThaiRathNewsShowGMM25'sKhaoHaekKong16Description:InAugust2022,themostpopulareveningtelevisionnewsprograminThailandwasThaiRathNewsShowonThaiRath32channelwitharatingscoreofapproximately1.9.ThiswasfollowedbyToobThohKhaobyAmarinTVwhichreceivedaratingscoreofaround1.7.ReadmoreNote(s):Thailand;August31,2022Source(s):NBTC(Thailand);TVDigitalWatchMainwayofgettingnewsonlineinThailandin2023LeadingwayofgettingnewsonlineThailand2023Shareofrespondents0%10%20%30%40%50%60%70%DirectSocial7%64%Search+aggregators23%17Description:In2023,theleadingonlinenewssourceinThailandwasfromsocialmedia,whichwasusedby64percentofrespondents.Thaishavebeenveryactiveonsocialmediaandprefertosharenewsonsocialmediawiththeirfamilyandfriends.

ReadmoreNote(s):Thailand;JanuarytoFebruary,2023;2,028respondentsSource(s):ReutersInstitutefortheStudyofJournalismLeadingnewswebsiteswiththemostviewsinThailandin2023(in1,000s)LeadingnewswebsiteswiththemostviewsThailand2023Pageviewsinthousands05001,0001,5002,0002,500ThaiRathonlineManageronlineKhaosod2,077.471,823.051,463.07Matichon767.23PPTVHD36Dailynews662.59647.28BangkokbusinessnewsThaiPost569.98493.92487.73406.58389.09360.5341.15KomChadLuekChannel7BrightTodayThansettakijTnews18Description:AsofJune2023,themostpopularnewswebsiteinThailandwasThairathonline,witharound2.1millionpageviews.OtherpopularnewswebsitesincludedKhaosod,Manageronline,andMatichon.ReadmoreNote(s):Thailand;AsofJune27,2023Source(s):LeadingsocialmediaplatformsfornewsinThailandin2023LeadingsocialmediaplatformsfornewsThailand2023Shareofrespondents0%10%20%30%40%50%60%70%FacebookYouTube65%54%Line48%TikTok30%Twitter22%FacebookMessenger21%19Description:In2023,FacebookwastheleadingsocialmediaplatformfornewsinThailand,whichwasusedby65percentofrespondents.OtherleadingplatformsfornewsconsumptionwereYouTubeandLINE.LINE,apopularmessagingappinThailand,hasalsorecentlycreatedthe‘LINEToday’sectionasanewssourcewithintheLINEapp.ReadmoreNote(s):Thailand;JanuarytoFebruary,2023;2,028respondentsSource(s):ReutersInstitutefortheStudyofJournalismCHAPTER

04ConsumerinsightsLeadingonlineactivitiesinThailandin2022LeadingonlineactivitiesThailand2022Shareofactivities0%10%20%30%40%50%60%70%80%90%100%92.21%CommunicationPaymentservices83.8%83.47%OnlineshoppingNews77.48%77%AccessonlinegovernmentservicesAccessonlinehealthservicesEntertainment75.99%72.63%69.89%WorkrelatedEducationalservicesTourismandtravelserivcesCreatecontent62.68%59.84%49.85%21Description:In2022,communicationwastheleadingonlineactivitiesinThailand,accountingfor92.21percent.Thiswasfollowedbypaymentservicesandonlineshopping.ReadmoreNote(s):Thailand;ApriltoJuly2022;46348respondentsSource(s):ETDA;MinistryofDigitalEconomyandSociety(Thailand)LeadingdevicesfornewsamongconsumersinThailandin2022LeadingdevicesfornewsThailand202290%81%80%70%60%50%40%29%30%20%10%0%20%SmartphoneComputerTablet22Description:In2022,smartphonesweretheleadingdeviceusedforreadingorwatchingthenewsinThailand,whichwasthepreferreddeviceamong81percentofrespondents.ThemajorityofThaisprefertogoonlinefortheirnewsconsumptionandsharethemthroughsocialmedia.ReadmoreNote(s):Thailand;JanuarytoFebruary,2022;2,036respondentsSource(s):ReutersInstitutefortheStudyofJournalismShareofconsumerswhowatchtelevisionprogramsaccordingtothebroadcastscheduleinThailandasofAugust2023,bytypeShareoftelevisionconsumptionThailand2023,bytypeofprogramShareofconsumers0%10%20%30%40%50%60%70%80%90%100%NewsSoapoperas/seriesVarietyshowsMovies91.5%73.5%49.3%32.9%32.1%SportDocumentary/healthReligion13.6%2.5%2.4%1.8%KidsOthers*23Description:In2023,accordingtoasurveyconductedonconsumerbehaviorandmediaconsumptioninThailand,91.5percentofrespondentsstatedthattheywatchedthenewsontelevision.Inaddition,73.5percentofrespondentsstatedthattheywatchedsoapoperas/series.ReadmoreNote(s):Asia,Thailand;August4to31,2023;47,100respondents;18-76years;amongrespondentsfromnationwide;*Othersinclude,forexample,shoppingprogram.

Respondentscouldchoosemultipleanswers.

ReadmoreSource(s):NationalStatisticalOffice(Thailand);NBTC(Thailand)PreferredwaystoconsumeonlinenewsinThailandin2023PreferredwaystoconsumeonlinenewsThailand2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%PrefertoreadPrefertowatchPrefertolisten38%40%22%24Description:In2023,thepreferredwaytoconsumenewsonlineamongrespondentsin