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While the global spotlight often shines on the widespread popularity of South Korean content in Southeast Asia, our ...
While the global spotlight often shines on the widespread popularity of South Korean content in Southeast Asia, our latest data reveals a compelling shift in preferences within specific markets.
This week, we turn our focus to Thailand, where Chinese content is demonstrating a significant and growing influence, even beginning to edge out Korean dramas in popularity among Thai viewers. Understanding these nuanced regional dynamics is critical for platforms aiming to build effective, localized content strategies in the diverse SEA landscape
Our findings, powered by OnDemandIQ’s recent Streamer Sentiment Index survey and AudienceIQ passive behavioral tracking data (March 2025), underscore this trend. While Thai (85%) and Anime (60%) content naturally lead viewer preferences in Thailand, Chinese content holds a preference level of 54%, slightly surpassing South Korean content at 51%.
Delving deeper into the sentiment data provides further validation. Close to 18% of respondents ranked both Chinese and South Korean content as their number one preference. Crucially, close to 60% ranked each as their number two or three preference, providing clear evidence of a significant shift among Thai users toward Chinese drama content.
AudienceIQ’s audience measurement data on TrueID further supports this observation, showing that 42% of viewing within the movies/series section is on Chinese content. This demonstrates not just stated preference but actual consumption behavior.
Demographic Deep Dive
Chinese content is rapidly cementing its place in Thailand’s entertainment landscape, ranking among the top three content origins across all age and gender groups. Our latest data shows Chinese content resonate strongly with female viewers, particularly those aged 18–34, where preference levels consistently range from 59% to 62%, and even among the 45–54 segment at 62%. Among male viewers, Chinese content also maintains solid traction, with 52–55% preference across the 35–54 age range and a notable 71% among males 55+, indicating appeal that spans both youth-driven and mature, digitally connected audiences.
While South Korean content remains a formidable player, ranking just slightly ahead overall among females (59% vs. China’s 57%), its appeal skews more toward women and fluctuates more significantly among men, where it drops to 41% overall. In contrast, China’s appeal appears more gender-balanced, with strong showings in both male and female cohorts. Meanwhile, Japanese Anime content continues to engage younger male viewers (64%) and holds steady among females, but trails Chinese content in most other brackets. This broad, cross-demographic rise of Chinese storytelling reflects not only shifting content tastes but also a deeper cultural connection with Thai audiences marking it as a strategic growth area for platforms and producers looking to stay ahead of evolving regional trends
With China closing the gap on South Korea and outperforming Japan in many key segments, the Thai content market is evolving into a more competitive, multi-origin ecosystem. For streaming platforms, this underscores the importance of localizing Chinese content effectively and investing in regionally relevant marketing strategies to capture and retain an increasingly diverse and curious audience base.
Chinese Platforms Deepen Investment in Thailand: WeTV & iQIYI Lead the Charge
Further research reveals Chinese streaming giants WeTV and iQIYI are significantly expanding their footprint in Thailand through strategic partnerships and localized content initiatives, aiming to cater to the growing Thai audience's appetite for Chinese entertainment.
WeTV's Strategic Collaborations and Local Content Initiatives:
Since its 2019 launch in Thailand, Tencent's WeTV has established a robust local presence. In 2024, WeTV reported a 62% surge in subscription revenue. A notable initiative is the Thai edition of the idol survival show CHUANG ASIA, featuring Jackson Wang as the lead mentor, which began airing in February 2024 . WeTV has also partnered with prominent Thai production companies like GMMTV and one31 to co-produce original Thai-language series, further solidifying its commitment to local content.
iQIYI's Localization and Telecom Partnerships:
iQIYI is intensifying its efforts in Thailand by launching a localized Thai interface and forging partnerships with local telecom providers to offer bundled subscriptions, enhancing accessibility for Thai audiences . The platform has also collaborated with Thai advertising agency Yell to produce creative content tailored for Thai viewers . Furthermore, iQIYI has signed a strategic partnership with the Tourism Authority of Thailand to co-produce Thai-language content and facilitate cultural exchanges between Chinese and Thai talents.
These strategic investments and collaborations by WeTV and iQIYI are not only responding to the increasing demand for Chinese content in Thailand but are also actively shaping the country's streaming landscape by integrating local elements and forging strong industry partnerships.
Why is this important?
This insight is vital for everyone in the streaming industry, particularly global and regional players targeting the SEA market. It highlights that a one-size-fits-all approach, or an over-reliance on general trends like the broad popularity of Korean content across SEA, may not be sufficient. Successful content strategies require an even deeper look regionally to understand the unique differences across countries. The data from Thailand suggests that investing in and promoting Chinese content, alongside dominant local and Anime categories, is becoming increasingly important for capturing and engaging Thai audiences.
The Power of AudienceIQ: Unlocking Actionable Insights
Understanding intricate viewing patterns, such as the rising preference for Chinese content and the specific demographics and genres driving it in Thailand, requires granular data. At OnDemandIQ, our AudienceIQ tool and data from Streamer Sentiment Index provides this capability by leveraging a blend of passive data across all devices, including CTVs and claimed survey data. This empowers platforms to make data-driven decisions that align directly with audience behavior, leading to more effective resource allocation, enhanced viewer engagement, and a stronger competitive position in the dynamic streaming landscape.
Ready to elevate your content strategy? Request a demo of AudienceIQ today and discover how our insights can transform your platform’s performance. Book a time here.