Thailand's influencer market grows as social media content creators aim to earn more through ads and product reviews, with digital advertising set to rise in 2025.
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| With 3 million influencers expected this year, Thailand sees a shift from TV to digital media as online content creators thrive in the advertising space. Image Courtesy: Pius Lee/ DTP |
Bangkok, Thailand — February 17, 2025:
The number of influencers in Thailand is set to reach 3 million by the end of this year, an increase from 2 million in 2024, according to Media Intelligence Group Co., a media buying and marketing strategy firm. This rise represents about 5% of Thailand’s population.
Pawat Ruangdejworachai, president and CEO of the firm, explained that many of the new influencers are individuals who already sell products online and are now seeking additional income through advertising fees and product reviews. Popular platforms such as TikTok, Facebook, and YouTube are where these influencers regularly engage with their audiences, reviewing a wide range of products, from new cafes to cosmetics, often in exchange for sponsorship deals.
Last year, Thailand's online advertising market reached 88.06 billion baht, and this figure is expected to grow to 92.04 billion baht in 2025, marking a 4.5% increase. Digital media ads are projected to experience the highest growth for the second consecutive year, outpacing traditional media like television. This shift reflects changing viewer habits, as many people who once favored TV entertainment are now turning to social media platforms.
As a result, roughly half of the ads that were previously aired on TV have now moved to digital platforms, with the remaining television ads focusing on news programs and series.