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Prime time or Netflix? Streaming wars come to Thailand
International streaming platforms were among the biggest pandemic winners, seeing subscriber numbers soar.
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In this file illustration photo taken on July 24, 2019 shows the logo of the US Online Streaming Amazon Prime Video application on the screen of a tablet in Paris. (AFP/Martin Bureau)
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nternational streaming platforms were among the biggest pandemic winners, seeing subscriber numbers soar, but US giants have turned abroad as countries re-opened -- with Thailand firmly in their sights.
The kingdom's high internet penetration, long-standing and highly regarded film industry -- as well as roughly six million active users of streaming services, according to 2021 data -- present a golden opportunity.
Big players such as Amazon Prime and Netflix, who claim 200 million and 220 million subscribers worldwide respectively, have taken note as new sign-ups have levelled off in more established markets such as North America and Europe.
October saw the launch of Prime's Thai-service Prime Video at almost the same moment Netflix announced six locally produced films and series for the coming months.
"The competition is everywhere," said Malobika Banerji, director of content for Southeast Asia at Netflix, which has a regional hub in Singapore.
Nowhere is that more apparent than Thailand's capital, where Prime's Lord of the Rings spinoff mega-production Rings of Power jostles for attention with Netflix's latest South Korean series on billboards.
"We do believe that Thailand will be a big part of our subscriber growth in the years to come," said Prime Video's director of international development Josh McIvor.
