Netflix Expands Content Production in Thailand Amid Global Growth

Netflix is ramping up content production efforts in Thailand, focusing on local original content to cater to the growing demand for Asian programming. The streaming giant is investing in Thai productions to expand its offerings and compete with other streaming platforms. The move is part of Netflix's strategy to increase its global reach and provide diverse content to its subscribers.

Netflix is significantly ramping up its content production efforts in Thailand, focusing on local original content to cater to the growing demand for Asian programming. The streaming giant is investing heavily in Thai productions to expand its offerings and compete with other streaming platforms. This move is part of Netflix's broader strategy to increase its global reach and provide diverse content to its subscribers.

The investment, totaling over $200 million (approximately 6.5 billion baht), is aimed at establishing Thailand as a new content hub in Asia. This substantial commitment reflects a concerted effort to capitalize on Thailand's growing prominence as a production destination for global media. Netflix plans to produce nine new original Thai titles in a single year, including the highly anticipated zombie film "Ziam" [1].

This strategic move aligns with the Thai government's goal to boost its creative economy, which aims to generate 4 trillion baht in revenue and create 20 million jobs. The government uses incentives, such as cash rebates, to attract major global productions. Since 2016, Thailand's film cash rebate program has attracted over 4,600 foreign film projects, generating over $1 billion (approximately 33 billion baht) in economic value [1].

The success of Thai content on Netflix has already demonstrated the country's creative potential. Flagship titles like "Master of the House" have become global phenomena, driving Thai content viewership on the platform to over 750 million hours this year alone [1]. Netflix's investment in Thailand also mirrors the success of South Korea, which has used its "Soft Power" to drive economic prosperity [1].

Netflix's push into Thailand is not just about content production but also about developing local talent. Malobika Banerji, Netflix's Senior Director of Content for Southeast Asia, stated, "We are moving forward with creating stories from the hands of Thai people and are making serious investments in the country. We are also developing new talent, both in front of and behind the camera, to strengthen the Thai entertainment industry ecosystem. This is our unique position, and we will continue to move forward relentlessly" [1].

The Thai government has also increased its budget to support domestic productions, leading to a steady appearance of Thai films and series at international film festivals and on global streaming platforms. The increased global visibility of Thailand promotes cultural tourism and boosts demand for Thai products, consistently bringing over 300 billion baht in revenue back into the country [1].

Netflix's investment in Thailand is part of its global expansion strategy, which also includes content investment and ad-tier monetization to maintain streaming dominance amid rising competition. The company's 2025 strategy focuses on global expansion, content investment, and ad-tier monetization to maintain streaming dominance amid rising competition [3].

References:
[1] https://www.nationthailand.com/business/corporate/40054312
[2] https://www.businesstimes.com.sg/international/asean/netflixs-us200-million-thailand-play-marks-big-asia-content-push
[3] https://www.ainvest.com/news/netflix-global-gambit-content-cuts-quest-long-term-2508/