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Netflix aims big for Thailand and even though the streaming giant has only been available in the country for less than a decade, it has already pumped $200 million in various creative ventures according to the streamer's first ever Impact Report.
The report was titled, “Netflix in Thailand: Supporting the Future of Local Storytelling” and it was unveiled at a press event at the 515 Victory event space in Bangkok with Thai filmmakers, press members, executives, and government officials in attendance.
The report revealed that the streaming platform had invested $200 million in Thai-based productions from the years 2021 to 2024 and this investment led to the creation of 20 movies and series. The streamer also mentioned that it had employed 13,500 cast and crew members across all levels. Further, the streamer has regularly licensed existing Thais titles and made them available on their platform.
More details about what Netflix plans for Thai content
The streaming giant also revealed that it has six movies and three series planned for its 2025 slate. Therefore, there will be nine originals. Some of the movies include, Ziam, Gold Rush Gang, and Same Day with Someone. In terms of shows, the titles include, Dalah: Death and Flowers, Mad Unicorn, and the second season of The Believers.
After the report was unveiled, a panel further discussed the streamer's commitment to Thai production and that was held with Ruben Hattari, the Netflix director of global affairs in Southeast Asia, Prabda Yoon, producer and writer of Bangkok Breaking: Heaven and Hell and Dalah: Death and the Flowers, and Chakrit Pichyangkul, the executive director of Creative Economy Agency.
“Thai films and series are more than entertainment. They are a window into our culture, our perspectives, and the way we tell stories. Original titles produced with Netflix let us share our voice while pushing Thailand’s creative boundaries. When our stories are authentically Thai, they connect deeply at home and captivate audiences around the world,” Prabda Yoon states.
Hattari mentioned that the streaming giant has focused on authentic Thai content that reflects the community and culture of the country, not only for Thai audiences, but also for international viewers. Interestingly, more than 15 Thai originals have been a part of the streamer's Global Top 10 Non-English list. Horror, in particular, has been a huge attraction among international viewers.
Hattari mentions,
“One of the wonderful things about Netflix is that we are available in over 190 countries, and we have over 300 million members…we want to make sure that we have as diverse content as possible…We have seen a growing appreciation for local content not only in domestic markets but across other countries as well…In 2024 alone on our service, roughly more than 750 million hours were spent watching Thai content.”
Malobika Banerji, head of content in Southeast Asia at Netflix says that,
“With a dedicated team in Bangkok, we’re deeply rooted in Thailand’s creative community. Our productions go beyond the beautiful locations of Thailand to tap into the artistry and authenticity of local storytelling. We’re collaborating with exciting local creators to tell stories that they can’t tell anywhere else, and that resonate deeply with Thai audiences.”
How Netflix is fostering economic ties and leading a cultural revolution in Thailand
The streamer's success story in Thailand has been driven by important factors like the partnerships that have been made possible by the country’s government incentives and also through partnerships with other companies.
Pichyangkul from Creative Economy Agency comments that, “Through CEA’s Content Lab, we are nurturing local talent and fueling the growth of Thailand’s creative industries…In partnership with Netflix’s Fund for Creative Equity, we empower emerging creators in cities beyond Bangkok, equipping them with skills, fostering inclusion and helping advance Thailand’s ambition to upskill 20 million people by 2027.”
The streamer is also upskilling local production crews. In 2023, the streaming platform launched Reel Life Camp, which was a workshop that trained 145 aspiring Thai film and TV creators. This year, the workshop will connect participants with experienced filmmakers for mentorship and train them in finance, set management, and post-production.
When discussing the need for authentic local content, Hattari mentions that, “We want to understand the local nuances and we want to understand the local taste and preference…We do that by having folks here that are on the ground that really are deeply rooted in the film industry that really understand all of the tastes…”
Finally, the Netflix report mentioned that the streamer is not just focusing on Bangkok, but also aims to produce content in the country’s lesser-known areas and drive tourism.
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