The Rise of Chinese Content in Thailand

While the global spotlight often shines on the widespread popularity of South Korean content in Southeast Asia, our latest data reveals a compelling shift in preferences within specific markets. This week, we turn our focus to Thailand, where Chinese content is demonstrating a significant and growing influence, even beginning to edge out Korean dramas in popularity among Thai viewers. Understanding these nuanced regional dynamics is critical for platforms aiming to build effective, localized content strategies in the diverse SEA landscape

Our findings, powered by OnDemandIQ’s recent Streamer Sentiment Index survey and AudienceIQ passive behavioral tracking data (March 2025), underscore this trend. While Thai (85%) and Anime (60%) content naturally lead viewer preferences in Thailand, Chinese content holds a preference level of 54%, slightly surpassing South Korean content at 51%. Delving deeper into the sentiment data provides further validation. Close to 18% of respondents ranked both Chinese and South Korean content as their number one preference. Crucially, close to 60% ranked each as their number two or three preference, providing clear evidence of a significant shift among Thai users toward Chinese drama content.

Source: Streamer Sentiment Index

AudienceIQ’s audience measurement data on TrueID further supports this observation, showing that 42% of viewing within the movies/series section is on Chinese content. This demonstrates not just stated preference but actual consumption behavior.

TrueID has strengthened its position in Thailand’s streaming market by heavily investing in Chinese content to meet growing local demand. In 2023, the platform introduced hit series like Reset and launched a dedicated Chinese content section. To expand its offerings, TrueID partnered with Chinese studios such as Artop and Youku, acquiring over 100 TV shows. It also introduced the "TrueID ONE" bundle, combining content from TrueID+, Prime Video, WeTV, and iQIYI—giving Thai viewers broader access to premium Chinese dramas.

Demographic Deep Dive

Demographically, data from OnDemandIQ’s Streamer Sentiment Index indicates the preference for Chinese content shows no significant overall skews across gender. However, among females, it skews slightly towards those in their 20s and 30s. Females across multiple age groups, including 18-24 (61.96%), 25-34 (58.84%), and 45-54 (62.18%), show a notable affinity for Chinese content. Preference among males is generally lower in younger age groups but increases considerably with age, culminating in a striking 71.46% preference among the 55+ male demographic.

• Country: Thailand
• Source: Streamer Sentiment Index

Chinese Platforms Deepen Investment in Thailand: WeTV & iQIYI Lead the Charge

Chinese streaming giants WeTV and iQIYI are significantly expanding their footprint in Thailand through strategic partnerships and localized content initiatives, aiming to cater to the growing Thai audience's appetite for Chinese entertainment.

WeTV's Strategic Collaborations and Local Content Initiatives

Since its 2019 launch in Thailand, Tencent's WeTV has established a robust local presence. In 2024, WeTV reported a 62% surge in subscription revenue. A notable initiative is the Thai edition of the idol survival show CHUANG ASIA, featuring Jackson Wang as the lead mentor, which began airing in February 2024 . WeTV has also partnered with prominent Thai production companies like GMMTV and one31 to co-produce original Thai-language series, further solidifying its commitment to local content.[1] [2]

iQIYI's Localization and Telecom Partnerships

iQIYI is intensifying its efforts in Thailand by launching a localized Thai interface and forging partnerships with local telecom providers to offer bundled subscriptions, enhancing accessibility for Thai audiences . The platform has also collaborated with Thai advertising agency Yell to produce creative content tailored for Thai viewers . Furthermore, iQIYI has signed a strategic partnership with the Tourism Authority of Thailand to co-produce Thai-language content and facilitate cultural exchanges between Chinese and Thai talents. [3] [4]

These strategic investments and collaborations by WeTV and iQIYI are not only responding to the increasing demand for Chinese content in Thailand but are also actively shaping the country's streaming landscape by integrating local elements and forging strong industry partnerships.

Why is this important?

This insight is vital for everyone in the streaming industry, particularly global and regional players targeting the SEA market. It highlights that a one-size-fits-all approach, or an over-reliance on general trends like the broad popularity of Korean content across SEA, may not be sufficient. Successful content strategies require an even deeper look regionally to understand the unique differences across countries. The data from Thailand suggests that investing in and promoting Chinese content, alongside dominant local and Anime categories, is becoming increasingly important for capturing and engaging Thai audiences

The Power of AudienceIQ: Unlocking Actionable Insights

Understanding intricate viewing patterns, such as the rising preference for Chinese content and the specific demographics and genres driving it in Thailand, requires granular data. At OnDemandIQ, our AudienceIQ tool and data from Streamer Sentiment Index  provides this capability by leveraging a blend of passive data across all devices, including CTVs and claimed survey data. This empowers platforms to make data-driven decisions that align directly with audience behavior, leading to more effective resource allocation, enhanced viewer engagement, and a stronger competitive position in the dynamic streaming landscape.