Analysis  conducted by Twitter and Circus Social on a sample of 500,000 Tweets around entertainment in Thailand reveals some interesting insights into the profile of the Twitter Entertainment audience in Thailand, and shows that Thai Twitter users talk much more about locally produced TV series and Movies, vs. international titles. It was also found that in general, Thais Tweet more about TV series (77%) than movies (23%), bucking the regional trend where 64% of the conversation is about movies and just 36% about TV series.

1.    Leaned In vs. Leaned Back

Based on a qualitative analysis of the Tweets around entertainment in Thailand, the audience on Twitter can be divided into two main profiles - Leaned in vs. Leaned back. Leaned in audiences look for shows that reflect their interests and seek to feel part of a bigger community with similar interests. Three main interests stand out in this group - local (Thai) entertainment fans, Netflix fans, and Korean entertainment fans. Leaned back audiences, on the other hand, approach entertainment as a way to fill time when they’re not at work or school, or during holidays. 

2.    TV holds strong as a platform due to Content 

Amid the rise of OTT and streaming platforms, TV still commands high demand as compared to paid or illegal streaming platforms. Comparing the Tweet and Google search volumes, it is noted that search interest in paid and illegal streaming platforms are comparable, but both are lower vs. TV. 

Content is a top factor affecting Thai users’ choice of viewing platform - a number of users have switched to online streaming platforms due to their interest in Korean programs, as well as a greater variety of niche genres such as Horror/ Fantasy.  

3.    Local titles trump Global titles

Across both Movies and TV series, Thai Twitter users are more inclined to Tweet about locally produced titles than international ones. This is despite the fact that the number of local film launches are much less vs. international films - the difference is that local films generate significantly more conversation volume. Amongst the top most-talked about local films in 2018 are BNK48 Girls Don’t Cry, and Brother of the Year, both which generated even more conversations than Hollywood blockbusters Avengers: Infinity War and Black Panther. Local films also tend to be talked about more positively vs. International films.  

Dramas are a highly popular genre for TV series and in Thailand, local drama dominates the TV series conversations with Buppesannivas and Love Destiny taking the top spots of most talked-about TV series in 2018. Similar to movies, local TV series also enjoy higher positive sentiment vs. international TV series. 

While Thailand has the highest rate of conversation around local TV, this preference for locally produced TV content is reflected across South East Asia with 77% of conversations around TV revolving around local TV series, compared to 23% around international TV series. 

Martyn U’ren, Head of Research Asia Pacific, Middle East & North Africa, Twitter  commented, “Our recent research gives valuable insight into the way Twitter is used in Thailand. Thai users are very passionate about TV series and movies, more so about locally produced content than international, and enjoy debating storylines and plot with fellow fans on Twitter. The engagement and community interaction is very high, providing brands valuable opportunities to connect with a very leaned in audience on Twitter.”

4.    Tweets about TV series and Movies vary in style

When Thais tweet about TV series and movies, they do so in different ways. Passionate and engaged, fans discuss in length TV series’ plots and storylines, and in the case of historical TV dramas discuss historical accuracy.

Embeddable Tweet: https://twitter.com/UnderbedDara/status

While the TV conversation is detailed and takes place over a longer period of time, the movie conversation is much shorter with users more commonly sharing links to reviews they agree with or Tweeting their own brief review to avoid spoiling the movie for others. 

The movie conversation also focuses around upcoming titles and users' excitement prior to the launch, while the conversation around TV series is often real-time, rapid, detailed and ongoing.

Embeddable Tweet: https://twitter.com/RonallChersan/status

With 80 million conversations  about TV on Twitter in Thailand last year, it’s one of the top conversations year-round. Join in the conversation by following the TV series and actors/ actresses 

handles, and search the relevant hashtags. You can also create a List of your favourite TV-related handles or follow someone else’s List. Find out more about Lists at https://help.twitter.com/using-twitter/twitter-lists.