The Status and Direction of OTT Services in the Context of Thai Society

Abstract

This academic article, titled “The Status and Direction of OTT Services in the Context of Thai Society” aims to explore the current body of knowledge related to OTT services and relevant contextual factors and perspectives on future knowledge development concerning OTT services in multiple related dimensions amid the rapid digital transformation in contemporary Thai society. This research synthesizes previous studies using meta-analysis, using purposive sampling to select thesis and research reports in disciplines related to communication technology. Upon reviewing research papers, academic articles, and related OTT service studies in Thailand published between 2017 and 2025—a span of approximately nine years—it is evident that existing studies on OTT services can be categorized into three major groups: (1) studies on general formats and characteristics of OTT services, (2) studies on the regulation and governance of OTT services, and (3) studies on OTT services in relation to various aspects of service provision in Thai society. This body of knowledge reveals a multifaceted relationship between OTT services and Thai social context over time. The review also indicates that the existing body of knowledge on the regulation and governance of OTT services in Thai society continues to exhibit limitations and is insufficiently aligned with multidimensional contextual transformations, as well as certain ongoing academic debates and efforts to find resolutions. Moreover, findings reflect that OTT services represent an alternative with significant potential to drive the communication technology industry forward, while contributing to the development of society, the economy, and the overall quality of life of people in Thai society.