TL;DR
- Thailand's digital ad spend was 31,544 million baht in 2024, up 7.7%, and DAAT's mid-2025 forecast for 2025 was 33,105 million baht, up 4.9%.
- The market grew 11.3 times between 2012 and 2024, but growth has slowed from 26.2% a year in 2014-2019 to 10% a year in 2019-2024.
- Meta was the largest channel at a forecast 8,451 million baht for 2025, while TikTok rose to 6,776 million baht, 3.2 times its 2023 level.
- The five DAAT forecasts for 2022-2024 that can be checked against actuals missed by a median 3.5%; all figures come from DAAT x Kantar releases posted on daat.in.th.
Thailand's digital advertising spend was 31,544 million baht in 2024, up 7.7% on 2023, and the Digital Advertising Association (Thailand) (DAAT) forecast 33,105 million baht for 2025, a rise of 4.9%. The figures come from the DAAT and Kantar press releases published on DAAT's Industry Data page, and this page puts every year since 2012 in one table with the channel split and a check of how close each forecast came to the final number.
DAAT has measured the market since 2012, which means its series now covers 13 full years of actuals. Over that period the market grew 11.3 times. The growth rate has slowed from above 30% in most years of the early 2010s to single digits in most recent years. This tracker records only figures that DAAT itself has posted on daat.in.th, and it will be updated on this page each time DAAT posts a new release.
Thailand digital ad spend by year at a glance
All figures are in million baht, nominal (not adjusted for inflation). The change column is recalculated from the published totals to one decimal place; DAAT's own charts show the same changes rounded to whole numbers.
| Year | Digital ad spend (million baht) | Change vs previous year | Status |
|---|---|---|---|
| 2012 | 2,783 | n/a | Actual |
| 2013 | 4,248 | +52.6% | Actual |
| 2014 | 6,115 | +44.0% | Actual |
| 2015 | 8,084 | +32.2% | Actual |
| 2016 | 9,479 | +17.3% | Actual |
| 2017 | 12,402 | +30.8% | Actual |
| 2018 | 16,928 | +36.5% | Actual |
| 2019 | 19,555 | +15.5% | Actual |
| 2020 | 21,058 | +7.7% | Actual |
| 2021 | 24,766 | +17.6% | Actual |
| 2022 | 25,729 | +3.9% | Actual |
| 2023 | 29,283 | +13.8% | Actual |
| 2024 | 31,544 | +7.7% | Actual |
| 2025 | 33,105 | +4.9% | Forecast, mid-2025 |
The 2025 figure is a forecast. It combines a first-half actual of 15,836 million baht with a second-half forecast of 17,269 million baht, as shown in DAAT's Mid Year 2025 press report. As of 20 October 2026, DAAT had not posted a 2025 full-year actual or a 2026 forecast document on its website. Trade press reported an October 2026 update from a DAAT briefing, which we covered in our news post on the revised 2026 forecast. Those figures will be added to this tracker when DAAT posts the release itself.
Notable years and channels
- Fastest growth: 2013, at 52.6%, when the market went from 2,783 to 4,248 million baht. Growth stayed above 30% in 2014, 2015, 2017 and 2018.
- Slowest growth: 2022, at 3.9%. The 2025 forecast of 4.9% would be the second-slowest year in the series, which DAAT itself noted in the mid-2025 report.
- Largest channel: Meta (Facebook and Instagram), at 8,731 million baht in 2024 and a forecast 8,451 million baht in 2025. Its share fell from 27.7% in 2024 to a forecast 25.5% in 2025.
- Fastest-growing large channel (over 1,000 million baht in 2025): TikTok, from 1,048 million baht in 2022 to 4,167 million in 2024 and a forecast 6,776 million in 2025. That is 3.2 times its 2023 level and a forecast share of 20.5%.
- Largest forecast falls in baht in 2025: Social (down 830 million baht, or 28.2%) and Display (down 695 million baht, or 38.7%). Online Video was forecast down 5.0%.
Where the money goes: spend by channel
DAAT splits the total into 17 "disciplines". The 2022 column comes from the Full Year 2023-2024 release and the other columns from the Mid Year 2025 release. The 2023 figures are identical in both releases. Rows are summed by Relevant Audience; because DAAT rounds each row, the sums differ from the published totals by a few million baht at most.
| Channel (DAAT discipline) | 2022 | 2023 | 2024 | 2025 forecast | Share 2025 forecast | 2025 forecast vs 2024 |
|---|---|---|---|---|---|---|
| Meta (Facebook, Instagram) | 8,748 | 8,656 | 8,731 | 8,451 | 25.5% | -3.2% |
| TikTok | 1,048 | 2,130 | 4,167 | 6,776 | 20.5% | +62.6% |
| YouTube | 3,546 | 4,273 | 4,346 | 4,397 | 13.3% | +1.2% |
| Creative | 1,631 | 2,219 | 2,287 | 2,573 | 7.8% | +12.5% |
| Social | 2,209 | 2,598 | 2,942 | 2,112 | 6.4% | -28.2% |
| Search | 1,650 | 2,063 | 1,918 | 1,941 | 5.9% | +1.2% |
| Online Video | 2,162 | 2,257 | 2,043 | 1,941 | 5.9% | -5.0% |
| LINE | 1,470 | 1,463 | 1,539 | 1,723 | 5.2% | +12.0% |
| E-Commerce | 411 | 725 | 826 | 1,133 | 3.4% | +37.2% |
| Display | 1,518 | 1,589 | 1,794 | 1,099 | 3.3% | -38.7% |
| Affiliated Marketing | 444 | 493 | 416 | 501 | 1.5% | +20.4% |
| X (Twitter) | 369 | 229 | 169 | 180 | 0.5% | +6.5% |
| Others | 209 | 411 | 159 | 162 | 0.5% | +1.9% |
| Native Ads | 80 | 60 | 142 | 67 | 0.2% | -52.8% |
| Online Audio | 233 | 57 | 48 | 38 | 0.1% | -20.8% |
| Instant Messaging | 1 | 10 | 1 | 8 | 0.0% | +700.0% |
| Live / Live Commerce | n/a | 51 | 14 | 4 | 0.0% | -71.4% |
| Sum of rows | 25,729 | 29,284 | 31,542 | 33,106 | 100% |
Three channels, Meta, TikTok and YouTube, were forecast to take 59.3% of all digital ad spend in 2025. The forecast gap between Meta and TikTok was 1,675 million baht, compared with 6,526 million baht in 2023 by the same arithmetic on DAAT's figures (8,656 minus 2,130).
How close DAAT's forecasts came
DAAT publishes a forecast at the start of each year and an updated one at mid-year. Comparing each forecast with the actual figure published a year later gives a sense of how much weight a forecast can carry.
| Year | Forecast published | Forecast (million baht) | Actual (million baht) | Forecast minus actual |
|---|---|---|---|---|
| 2022 | Mid-2022 | 26,623 | 25,729 | +894 million (+3.5%) |
| 2023 | Start of 2023 | 27,481 | 29,283 | -1,802 million (-6.2%) |
| 2023 | Mid-2023 | 28,999 | 29,283 | -284 million (-1.0%) |
| 2024 | Start of 2024 | 31,558 | 31,544 | +14 million (0.0%) |
| 2024 | Mid-2024 | 33,859 | 31,544 | +2,315 million (+7.3%) |
Across these five forecasts, the median miss was 3.5% of the final figure in either direction. The start-of-year forecast for 2024 landed within 14 million baht of the actual. The mid-2024 update, which raised the growth forecast to 16%, overshot by 2,315 million baht (7.3%). A forecast made at mid-year is not automatically closer than one made in January.
First-half actuals, which DAAT includes in each mid-year release, give a second view of momentum:
| Year | First-half actual (million baht) | Change vs first half of previous year |
|---|---|---|
| 2022 | 13,009 | n/a |
| 2023 | 13,210 | +1.5% |
| 2024 | 15,924 | +20.5% |
| 2025 | 15,836 | -0.6% |
First-half spend in 2025 was 0.6% below the first half of 2024. To reach the 2025 forecast, the second half had to come in 9.0% above the first half of the same year.
How the figures were collected
- Source. Six DAAT x Kantar press releases downloaded from DAAT's Industry Data page on 20 October 2026: Mid Year 2022, Full Year 2022-2023, Mid Year 2023, Full Year 2023-2024, Mid Year 2024 and Mid Year 2025. No trade press or agency figure is used in the tables.
- DAAT's own method. Kantar Insights Thailand collects spend data from media agencies through an anonymous online survey, based on the agencies' internal records. In the mid-2025 round, 33 agencies submitted data. DAAT estimates that the agency sample represents 80% of the market and scales the figures up proportionally to 100%.
- Annual totals. Read from the "Total Spending" chart in the Mid Year 2025 report (page 8), which carries the full series from 2012. Each earlier release shows the same historical values.
- Forecasts. Read from the same chart in each earlier release: the forecast bar for the year of publication.
- Channels. Read from the "Top Spending by Discipline" table in the Full Year 2023-2024 release (page 19) and the Mid Year 2025 report (page 14).
- Calculations. Year-on-year changes, channel shares, row sums, compound growth rates and forecast misses are Relevant Audience's arithmetic on DAAT's published numbers, rounded to one decimal place. They are not DAAT statements.
- Currency. All figures are in Thai baht as published. No exchange-rate conversion or inflation adjustment was applied.
Full sample: every release used
| Release | Data used on this page |
|---|---|
| Mid Year 2022 | 2022 forecast (26,623), 2022 first-half actual (13,009) |
| Full Year 2022-2023 | 2022 actual (25,729), 2023 start-of-year forecast (27,481) |
| Mid Year 2023 | 2023 mid-year forecast (28,999), 2023 first-half actual (13,210) |
| Full Year 2023-2024 | 2023 actual (29,283), 2024 start-of-year forecast (31,558), 2022 channel split |
| Mid Year 2024 | 2024 mid-year forecast (33,859), 2024 first-half actual (15,924) |
| Mid Year 2025 | 2012-2024 actuals, 2025 forecast (33,105), 2025 first-half actual (15,836), 2023-2025 channel split |
What these numbers can and cannot tell you
- They measure agency-reported spend. Money that brands spend directly with platforms, without a media agency, is only covered through DAAT's scaling assumption. Small businesses that run their own Facebook or TikTok ads are mostly outside the survey.
- The scale-up is an estimate. DAAT assumes its agency sample covers 80% of the market. If that share changes from year to year, part of the reported growth could be a change in coverage.
- Figures are nominal. With inflation, real growth is lower than the percentages shown.
- Channel definitions are DAAT's. "Social" excludes Meta and TikTok, which have their own rows, and "Search" is not split by search engine. A channel's numbers can move when agencies classify a line differently.
- Forecasts move. Every 2025 figure on this page is a mid-year forecast, and the table above shows forecasts missing by up to 7.3%.
- The series stops where DAAT's posted documents stop. Later figures reported in the press are not used until DAAT posts the release.
What this means for marketers in Thailand (analysis)
The points below interpret the DAAT figures above. They are not additional data.
The market is mature, so share now moves faster than size. Compound growth was 26.2% a year from 2014 to 2019 and 10% a year from 2019 to 2024. When the total grows slowly, one channel's gain is mostly another channel's loss. TikTok added 4,646 million baht between 2023 and the 2025 forecast, while Display, Social and Online Video together were forecast to lose 1,292 million baht over the same span.
Concentration raises the cost of a single-platform plan. With Meta, TikTok and YouTube forecast at 59.3% of spend, most competitors are buying the same audiences in the same auctions. A brand that relies on one of these platforms is exposed to that platform's price and policy changes. Search, at a forecast 5.9% share, is a smaller and steadier line.
Budgets should allow for a forecast miss. DAAT's forecasts have missed by between 14 and 2,315 million baht. A budget plan built on "the market grows 5%" should hold up if the true figure is a few points either side.
Agency data shows where brands spend. It says nothing about returns. A channel's rising share tells you advertisers are moving there. It does not show that the channel converts better for your business. Use the shares to understand competition for attention, and use your own conversion data to set your mix.
How to cite this data
Suggested credit line: "Source: DAAT x Kantar, compiled by Relevant Audience, Thailand digital ad spend by year (updated 20 October 2026)." For the underlying figures, cite DAAT directly and link to its Industry Data page. Please link to this page rather than copying the tables, because the tracker is updated here each time DAAT posts a new release. Every figure on this page comes from a data file that records the release, page and collection date.
FAQ
How big is Thailand's digital advertising market?
Thailand's digital ad spend was 31,544 million baht in 2024, according to DAAT and Kantar, and the mid-2025 forecast for 2025 was 33,105 million baht. These are the latest figures DAAT had posted on its own website as of 20 October 2026.
How fast is Thai digital ad spend growing?
Growth has slowed in recent years: 3.9% in 2022, 13.8% in 2023, 7.7% in 2024 and a forecast 4.9% for 2025. In the five years to 2019 the market grew 26.2% a year on average.
Which platform gets the most digital ad spend in Thailand?
Meta (Facebook and Instagram) gets the most, with 8,731 million baht in 2024 and a forecast 8,451 million baht for 2025. TikTok was forecast in second place for 2025 at 6,776 million baht, ahead of YouTube at 4,397 million baht.
Where does this data come from?
It comes from DAAT and Kantar's press releases, which are based on an anonymous survey of media agencies scaled up to the whole market. Relevant Audience compiled the figures from the releases on DAAT's website and did the year-on-year and share calculations.
When is this page updated?
It is updated each time DAAT posts a new full-year or mid-year release on its website. Any change in what a figure covers is noted on the page, and the date in the citation line shows the last update.
If you are deciding how to split a budget across these channels, Relevant Audience's social ads team runs Meta and LINE campaigns, our TikTok ads service covers TikTok, the fastest-growing large channel in the table, and Google Ads management covers Search and YouTube.
