The evolving landscape of content consumption in Thailand has stirred interest among marketers and creators alike, especially following a significant survey conducted by the Hakuhodo Institute of Life and Living ASEAN. This survey, titled ‘Content of Different Hearts: Because of Different Ages,’ provides a fascinating insight into the shifting media landscape as the country navigates the post-2567 (2024) era, deemed the ‘Era of Fandom in the City.’ With an impressive sample size of 1,200 respondents aged between 20 and 59 years from six regions of Thailand, the study reveals how age sharply influences content preferences and consumption habits.
Among the youngest cohort, ages 20-29, the findings indicate a strong desire for self-exploration and emotional healing through the content they consume. A notable 35% of this group seeks media to alleviate feelings of sadness during their transition to adulthood. They gravitate towards genres that inspire creativity, such as romantic media (+9%), arts, and culture (+7%), thereby using these experiences to enrich their lives. As one participant stated during a related discussion, "The Magic Hour: เปิดพื้นที่ให้วัยนี้ได้ Co-Create ร่วมคิดและเสนอ Tagline หรือไอเดียแคมเปญใหม่ของแบรนด์..." (The Magic Hour: Opening a space for this age group to co-create and present taglines or new campaign ideas for brands). This highlights a growing need for brands to engage through co-creation, allowing these young consumers to express their identities and aspirations.
The subsequent age group, those aged 30-39, identifies strongly as the ‘burden bearers’ of society, balancing personal responsibilities and professional aspirations. Respondents from this group displayed a diverse interest in consuming various content types, including lifestyle and food; 32% of them seek trends while 27% seek emotional relief through media that resonates with their daily challenges, such as work-life balance and parenting. According to insights shared at the event, brands should adapt campaigns to reflect these realities, aiming to resonate with those seeking genuine connections in life. As highlighted during the discussions, “...ความสำคัญของเนื้อหาที่สร้างแรงบันดาลใจและเติมเต็มความสุขส่วนตัว” (The importance of content that inspires and fulfills personal happiness).
The narrative shifts notably in the 40-49 age group, where content consumption trends indicate a preference for leisure and relaxation. With 27% consuming content to relieve stress, this cohort seeks entertainment that is easy and enjoyable—straying away from complex or confrontational themes. This demographic’s interest in lighter, heartwarming media signals a cultural shift towards nurturing well-being and fortitude amid daily life pressures. Marketers could cater to this group by developing campaigns that reconnect them with fond memories, possibly employing nostalgia-driven themes like ‘Throwback Watch Parties’ or fun cook-off challenges titled ‘5 Ingredients, 15 Minutes’ to engage creatively.
Lastly, respondents aged 50 and above—often experiencing what's known as the 'Empty Nest' syndrome—have begun seeking deeper meaning and connection as family dynamics shift. The survey showed that 32% of individuals in this demographic crave community and social ties, often consuming content related to societal issues and storytelling that reflects their legacy. The suggestion of launching campaigns depicting shared experiences like ‘From Our Time to Yours’ could effectively bridge generations, allowing the older demographics to share wisdom with younger audiences.
With these generational insights, brands are prompted to rethink their marketing approach. The Thai content market, projected to create a considerable economic impact over the coming years, is adaptable enough to shape narratives that resonate on multiple levels. The latest findings suggest the Thai content creator industry can achieve a growth trajectory of 20 to 30% annually, indicating a propitious landscape for developers and creators alike. As participants noted, consistent engagement will allow creators to remain relevant, reinforcing the notion that authenticity is crucial when navigating the disparities in preferences across age groups.
Furthermore, collaboration across sectors—whether in entertainment, gaming, or social media—is essential for fostering this growth. As the Thai creatives continue to embrace their cultural uniqueness while integrating technological advancements, the opportunity for original and engaging Thai content on a global scale becomes increasingly attainable. In concluding remarks during the event, it was affirmed that content aimed at authenticity and audience connection is paramount, reiterating that “...การตลาดเชิงสร้างสรรค์ยังคงเป็นตัวขับเคลื่อนสำคัญในการเข้าถึงกลุ่มคนทุกช่วงวัย” (Creative marketing remains a crucial driver in reaching individuals of every age group).
As Thailand's foray into the global content scene expands, the adaptability and preferences of its populace stand as testaments to the power of storytelling—a remarkable opportunity for brands willing to innovate and engage creatively. The evolving landscape is not just about understanding age-related differences but about building narratives that bond generations through shared experiences and insights.
