Factors Affecting Exposure to Internet Televisions during the Growth of OTT Services in Thailand between 2017-2018

Abstract

This research investigated the phenomena and factors influencing the adoption of over-the-top (OTT) television services via the internet among households in Thailand during 2017-2018, compared to the present (2024). A mixed methods approach was employed, utilizing secondary data from the National Statistical Office's 2017-2018 Household Television Viewing Devices Survey (n=429,648) and in-depth interviews with 6 experts from the television broadcasting and telecommunications industries. Qualitative analysis and Quantitative analysis involved logit modeling and examining relationships among independent variables.

The findings revealed a exponential surge in public internet usage, aligned with the proliferation of 4G mobile networks and residential fixed broadband internet rollouts. This coincided with the decline of digital terrestrial TV broadcasting, where audiences had a multitude of options to access content on-demand across platforms and times. This drove transformations in OTT television viewing behaviors that diverged from 2017-2018 norms, with demographic differences observed in gender, age, and education levels compared to that period. Income and internet costs remained influential factors. While smart TV ownership facilitated OTT adoption, these platforms exhibited greater complexity and accessibility barriers versus mobile viewing. Consequently, wireless cellular networks experienced more rapid expansion for OTT consumption compared to fixed broadband to accommodate this increasing untethered streaming demand.