Opportunities and Challenges of OTT (Over-The-Top) Services in Thailand


  • Ninnet Kaewrot University of the Thai Chamber of Commerce
  • Pichapop Bunleas University of the Thai Chamber of Commerce
  • Vichayuth Sucharitchan Lucid Co., Ltd.


Over-the-Top, 5G, OTT regulation in Thailand


Advances in Hi-speed Internet technology have resulted in a change in media consumption behavior. Today, more and more consumers turn to OTT (Over-the-Top) media instead of watching TV, cable, or satellite more than before. This is because consumers are free to choose what, when, and where to watch. It relies on a mobile phone and an internet signal. Together with the current COVID-19 epidemic crisis, as a result, consumers need to have a social distance or work at home, making the use of OTT services exponential growth. This article uses the document analysis method to analyze the relevant information from research and news articles to explain the opportunities and challenges of OTT services in Thailand; findings revealed many opportunities for OTT's growth in Thailand. The 5G technology launches by ISPs this year will drive and promote OTT services with faster data streaming quality, supporting viewing of ultra-high definition (UHD) content. Thus, OTT is an efficient and effective marketing tool in an era of intense competition because OTT platform providers use cutting-edge technology to the target consumer. It is one of the brand's most popular alternatives to marketing communication. However, OTT services are at risk of being regulated by government agencies in the near future, which is challenging.