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Executive Summary

The assessment of the digital content industry of 2017 which includes 3 sub industries;

animation, character and game has the following adjustments to the study conducted in 2016:

1. Research Methodology: the application of Taro Yamane’s Sample Size Formula of

sample size with an error of 5% and confidence coefficient of 95%
2. Sampling selection methodology based on the TSIC code as some organizations may

have been liquidated or have adjusted their business operation.

3. A study on worldwide trends in the industry to benchmark the Thai digital content

industry against other countries in order to develop the core competency of the

industry.

4. A study of the ecosystems and value chains of the digital content industry

5. A survey on the consumer behavior (game industry) as the game industry holds the
largest share of the digital content industry along with the fast pace of technological

changes, market factors, trends and changing consumer behaviors, therefore, IDC has

conducted this research in order to establish a better understanding of consumer

needs and behavioral changes.

In the 2017 market study, IDC collaborated with the Digital Content Association of

Thailand (DCAT), the Thailand Animation & Computer Graphics Association (TACGA), Thai Game
Software Industry Association and Bangkok ACM SIGGRAPH Association along with the

cooperation from key players in the digital content industry. The framework of this study is in

the form of a quantitative and qualitative survey by conducting face-to-face interviews,

telephonic interviews and interviews through online platforms. Table 1 shows the population

and sample size in the 2017 study compared to the 2016 study.

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