FROM TELEVISION TO STREAMING: THE TRANSITION OF THE THAI DRAMA INDUSTRY AND ITS IMPACT ON ACTING CAREERS IN THE DIGITAL PLATFORM ERA

Abstract

This study aimed to (1) analyze patterns of transition among Thai actors and producers from traditional broadcast television to streaming platforms, (2) examine impacts on actors' career structures and income, and (3) identify factors determining the success of Thai content on international platforms. A Mixed-Methods Research design was employed, comprising in-depth interviews with 18 key informants’ actors, directors, and producers a survey of 340 viewers, and Content Analysis of 12 productions on Netflix, iQIYI, and WeTV between 2019 and 2025) Qualitative data were analyzed using Thematic Analysis, while quantitative data were analyzed using descriptive and inferential statistics including Pearson Correlation, Independent t-test, and One-way ANOVA. Qualitative findings revealed four transition patterns: full-transition actors, parallel-track actors, platform-discovered actors, and adapting producers. Quantitative results indicated that production quality was positively correlated with viewer satisfaction (r = .52, p < .001); streaming viewers demonstrated significantly higher content engagement scores than television viewers (t = 3.14, p < .01); and different streaming platforms produced statistically significant differences in viewer engagement levels (F = 4.87, p < .05). The study proposes an Integrated Streaming Transition Framework (ISTF) with implications for actors, producers, and Thai entertainment industry policymakers.

Keywords: Streaming Platforms, Thai Drama Industry, Netflix, iQIYI, WeTV, Digital Transition, Acting Career