Thailand Ranks 6th in Vertical Series Downloads, Generates $7.75 Million in Q1
Updated
Updated · Nation Thailand · Jul 13
Thailand Ranks 6th in Vertical Series Downloads, Generates $7.75 Million in Q1
1 articles · Updated · Nation Thailand · Jul 13
Summary
$7.75 million in Q1 2025 in-app purchase revenue cemented Thailand as the third-largest vertical series market outside mainland China, while downloads ranked sixth globally in the first half.
Nine million monthly active users and a 56% jump in AIS-linked app downloads to more than 3 million reflect demand for short, smartphone-first dramas built around one- to two-minute episodes.
Kantana, Amarin TV, Mi Group, oneD and TrueID are ramping up original vertical content as telecom and media groups chase growth in the fast-expanding format.
The Commerce Ministry sees the boom as a soft-power export channel and is pushing creator training, translation support, digital marketing and stronger IP protection.
Globally, the micro-drama market was valued at nearly $18 billion in 2025, with China accounting for $14 billion and setting the pace for international expansion.
Can Thailand's micro-drama boom become lasting soft power, or is it a bubble fueled by addictive monetization?
Is the pay-per-episode model redefining entertainment, or just perfecting the art of the digital cliffhanger?
Thailand’s Vertical Series Market Surges Past 30 Million Downloads in Q1 2026: Growth Drivers, Challenges, and Global Ambitions
Overview
The global entertainment industry is experiencing explosive growth in Vertical Series—short-form dramas made for mobile viewing in a 9:16 format. This trend is especially strong in Southeast Asia, where millions of downloads were recorded in early 2026. Indonesia leads the region, followed by the Philippines, with Thailand also showing significant engagement. The rise of Vertical Series offers major opportunities for content creators and distributors, as the format rapidly gains worldwide traction. Southeast Asia’s active participation highlights the region’s growing influence in shaping the future of digital entertainment.