Amazon Prime is now available in Thailand, raising the prospect of an increase in locally produced content.
The move means Thais can now access the Amazon Prime retail membership scheme.
Thais can test the service via a one-week free trial followed by an introductory offer of THB149 ($4.10) per month until the year’s end.
Promotional campaigns in Thailand will feature the actor and model Mario Maurer. As part of Amazon’s expansion in Southeast Asia, the launch also includes Indonesia and the Philippines.
Increase in local content
Alongside access to global Amazon Original movies and TV programs, there is the prospect that more local content will be produced.
Thai filmmaker Banjong Pisanthanakun, who directed The Medium, is creating a TV show entitled Metal Casket for the platform.
Plus, the Wattpad novel Three Idiots And A Ghost, written by Sal Kim, is to be turned into a film by the production house Jungka Bangkok.
Boom in smartphone usage
Amazon Prime Video will also be able to capitalize on increasing numbers of smartphone users in Thailand.
This has already been driving an expansion of the Thai entertainment industry.
The number of smartphone users in the Land of Smiles has risen from 42.15 million in 2017 to 53.57 million in 2022.
The number of smartphone users in Thailand is forecast to reach around 60 million by 2026.
Smartphones provide not just the option of watching movies and TV shows on the go but also of playing video games in this way.
The expansion has also extended to the iGaming industry where 188BET mobile, for example, has a downloadable app on iOS and Android.
This was a positive step for the operator as the app allows for more convenient access for players as they can play from anywhere, it’s more secure and it’s easier to deposit and withdraw funds.
The boom in smartphone ownership has resulted in an increase in entertainment content optimized for mobile use to reflect how users consume modern media.
Original Thai comedy
Original Thai content on the streaming service includes the improvisation comedy “Comedy Island: Thailand” which is set for release in 2023.
There will also be a series entitled How to Fake It in Bangkok, produced by actor and model Ananda Everingham.
Among the Amazon Original movies is Thirteen Lives, a movie adaptation of the daring rescue of twelve members of a junior soccer team and their assistant coach. The action takes place at the Tham Luang Nang Non cave in Chiang Rai Province.
The movie, which features cinematography by Sayombhu Mukdeeprom, and stars Viggo Mortensen, Colin Farrell, and Joel Edgerton, is also available in Thai.
This highlights another benefit for Thais alongside increased Thai content, it includes a Thai language interface, which aids navigation on the site.
This creates an opportunity to create the sort of buzz achieved by South Korean content in the form of the hit Netflix show Squid Game.
The hit series has enhanced the filmmaking image of South Korean around the world and achieved record ratings on the streaming platform.
The launch of Amazon Prime Video in Thailand raises the prospect of an increased number of Thai content on the streaming platform.
With a range of Thai movies and TV shows already slated for release, the move will also be crucial for the worldwide dissemination of Thai content.
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