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Figure 3 The character industry classified by consumption and production values

Source: IDC Research Team

The overall consumption and production value of the character industry has increased

16% and 11% respectively. The growth of the character industry is largely driven by

consumption demands particularly merchandising based on imported character content.

Additionally, production value is expected to grow as many creators have started to target

chat platforms such as Line, Kakao Talk as potential markets.

3. Market size by segment
Taking segment in to consideration, the overall growth of the digital content industry

is led by the distribution, import or buying copyrights of digital content. The research shows

that the distributor, importer, licensing agent segment holds the biggest market share and is

expected to grow constantly. The distributor, importer, licensing agent segment generated

approximately 22 billion baht in revenue and has experienced a 15% growth
The animation and character industries are driven by the outsourced service providers

segment and have grown 9% and 114% respectively. The growth is a result of creators aiming to

create short term content that generated higher return. On the other hand, the game industry is

the only industry where growth is driven by the distributor, importer, licensing agent segment and

have a grown 19% which is due to the advanced development of technology and consumer

behavior that has driven the import and distribution of game from abroad.

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