COVID-19 has been the greatest crisis of our generation, leading to significant changes in media consumption. Let's explore which Media Trends are likely to emerge after this crisis.

We have observed many new trends arising, some driven by changes in behavior and preferences among Thais, which are expected to continue even after COVID-19. However, some trends may only last a short time if there is no adaptation or development, potentially fizzling out like a firework. Let's take a look.

Trend 1: Online Becomes Mainstream alongside television. COVID-19 has accelerated the adaptation of a digital lifestyle among Thais, becoming a new way of life. People are increasingly using online media due to its flexibility and high level of personalization, meeting the more complex demands of consumers, whether for news, entertainment, or shopping. The crisis has pushed access to a wider variety of services and platforms.

At the same time, Thailand's digital ecosystem continues to develop, with new products, services, and platforms emerging. When demand meets corresponding supply, online media significantly impacts young Millennials and Gen Z, as well as urban consumers. Although groups like Gen X and Baby Boomers are also increasing their online usage, they still primarily rely on television. Therefore, we should not disregard TV and focus solely on online media.

Trend 2: Platforms Offering Podcast/Audio Streaming are likely to see continued growth post-COVID-19, especially among those looking to self-improve and learn. We found that during COVID-19, the use of podcast/audio streaming services increased, as Thais prefer listening over reading, which fits well with their lifestyle.

 

Moreover, audio technology fosters emotional connections, which become increasingly important when we cannot be close or converse face-to-face. “Audio” is an influential medium due to its human-like quality, resembling someone speaking closely to us, reflecting their personality and identity through their words, tone, and storytelling. This trend is likely to continue, but its success will depend on whether the content is engaging and meets audience needs.

 

Trend 3: E-commerce Becomes a Permanent Part of the Customer Journey. The line between online and offline shopping will blur. People will continue using e-commerce due to its convenience, flexibility in spending time, and the variety of products and services. Social commerce is also expected to grow as we continue to use social media extensively.

During COVID-19, online commercial communities emerged, such as Thammasat's shop, which is characterized by trust and shared identity. This also reflects a Thai-style marketplace that showcases mutual support.

However, this model may rise and fall quickly if quality control and community management do not effectively address user experience. If standards are maintained, popularity may continue and diversify, such as creating marketplaces within the same village or community.

Trend 4: Home Entertainment. After COVID-19, we expect Thais to continue valuing happiness at home and spending more time there than before. The definition of happiness for Thais has changed; we will prioritize nearby comforts and small yet profound joys, spending time with family and friends.

Additionally, concerns about health may lead Thais to feel that home activities are the safest option. Therefore, products and services promoting home activities are likely to remain trends, whether it be online gaming, streaming services, virtual parties, or home delivery.

Trend 5: Online Video is gaining widespread popularity. Initially, Thais preferred watching short videos, but now there is a growing interest in long-form videos. Online video meets consumer demands well because the content is on-demand, allowing viewers to choose when to watch. People have different personal prime times, so they seek personalized content at various times, making online video a suitable option. We will also see more TV content transitioning into online video.

The longevity of media trends depends on two major factors: First, do they genuinely meet consumer needs deeply? Second, is there ongoing development in terms of content and fresh formats? While Thais may get bored easily, anything that improves, simplifies, or adds enjoyment to their lives will continue to be a trend.

SOURCE: www.bangkokbiznews.com