Current Status and Future Prospects of OTT Service in Thailand

Abstract

OTT or Over-the-Top is the provision of broadcasting services or television through the Internet networks instead of traditional broadcasting and television. This is a key factor in broadcasting services and the contents of various programs through the Internet without having to invest in their own network infrastructure. In this qualitative research, the researcher studies the current status and future prospects of OTT in Thailand. Data were collected through document reviews and in-depth interviews with key informants using the techniques of purposive and network sampling consisting of twenty-two OTT service providers, broadcasters, academics, and related experts. Data were analyzed using the technique of qualitative content analysis.

Findings showed that the behavior of young viewers has changed from viewing in accordance with the program layouts to be increasingly viewing back up online contents and on demand. The OTT market in Thailand has grown continuously. This affects free TV and pay TV operators. The traditional business model has also changed. However, OTT is considered a new opportunity and a channel to access viewers as well as to expand the business revenue of TV operators in various ways. In the future, OTT will grow increasingly because its services respond well to the new generations. Supportive factors are in the aspect of basic infrastructure and change in demography in the future. The public sector should monitor for fair competition. A national plan should be prepared to foster cooperation in promoting and developing the program contents of OTT in order to ensure that Thai programs can compete at an international level.