Key Statistics in the Content Creator/Influencer Economy in Thailand that You Need to Know (2024/2025)

The year 2024 marks a pivotal moment in the content creator and influencer landscape in Thailand, where competition among creators has intensified significantly. As creators strive to capture audience attention, the overall content creator market continues to grow due to several factors, with many new creators entering the field. Let’s explore some critical statistics compiled by Tellscore that paint a picture of why influencer marketing is thriving despite global economic slowdowns:

Full-time content creators/influencers in Thailand, whose main income comes from content creation, number about 2 million (YDM). Including part-time creators, such as micro-influencers (1,000-20,000 followers) and aspiring creators who earned from content in the past year, the total reaches 9 million. (Linktree Creator Report, Hubspot & mention Global Social Media Trends Report 2024, American Influencer Council’s 2nd Annual Creator Economy Trend Report)
Globally, there are an estimated 200 million content creators out of a population of over 7 billion people. (Influencer Marketing Hub)
The content creator market in Thailand is valued at 45 billion baht in 2024. Global estimates reaching 5.5 trillion baht or $156.37 billion USD. By 2030, this market could grow to 16 trillion baht or $480 billion USD. (Goldman Sachs, ExplodingTopics, Professor David Craig via AIS).
69% of brands are increasing their influencer marketing budget in 2024. (Aspire)
82% of brand’s say they get better quality leads from influencer marketing campaigns than from other advertising or marketing activities. (Influencer Marketing Hub)
63% of consumers are likely to buy products from an influencer they trust. (Traackr)
80% of social media users in Asia who follow influencers are likely to purchase products recommended by the influencers. (Nielson, Rakuten)
55% of consumers say access to a discount or promotions makes them more likely to seek out influencer content. (Sprout Social)
The content creator market globally, including Thailand, is growing at 20-30% per year, driven by a continued demand for digital content creators. (Deloitte)
Social media usage in Thailand includes 50 million users or 71.5% of the population. (ONDE Thailand)
Social media usage in Thailand spends 7 hours and 25 minutes online per day, ranking among the highest in the world. (ONDE Thailand)
67% of Thai working adults rely heavily on their regular salaries due to the sluggish economy, making supplementary income essential for many. This has pushed more individuals to explore content creation as a side income source. (Deloitte)
Between 30-40% of young people now identify themselves as content creators. A study reveals that 30% of people aged 18-24 and 40% of those aged 25-34 consider themselves conten creators. (State of Consumer Trends Report 2024 by Hubspot & Glimpse)
2024 saw an unprecedented rise in full-time content creators globally, driven in part by layoffs from major corporations, particularly in the tech sector. (Creator Economy 2024 Report by Convert Kit, Euro News, Fortune)
Over the past three years, Google saw a 1500% increase in "influencer marketing" search queries. (Google)
Platforms like TikTok in France generated around 55 billion baht for content creators in 2023. Provided that France has a GDP five times larger than Thailand but 8% fewer social media users. (Statista)
Similarly, YouTube in Germany contributed 45 billion baht to content creators' earnings in 2021. Provided that Germany has a GDP being eight times larger than Thailand's, but 1.5% fewer social media users. (Statista)
User Generated Content (UGC or Paid UGC) refers to content created about products or services, typically by individuals who are not well-known, such as customers or micro-influencers and micro-creators. This type of content is becoming increasingly popular as brands seek a wider variety of content, and consumers also prefer diverse and authentic perspectives. (Hootsuite, Influencer Marketing Hub)
43.8% of marketers, however, are concerned about the ethical implications of using AI influencers for their campaigns. 31.7% of marketers think the main advantage of working with AI influencers is that they will have increased control over messaging. (Influencer Marketing Hub)

Given the growing competition, marketers now have a larger pool of creators to choose from, allowing for more precise targeting and impactful collaborations. However, all parties should prioritize content that delivers real marketing results, rather than focusing solely on attention grabbing such as views or likes.
Transparency regarding the source of information, the authenticity of the content producer, and clear disclosure of AI usage (AI governance) will become increasingly important, both for brands and influencers alike. After all, we should be shaping for a sustainable creator economy to come.

For continuous updates, visit Tellscore.com.