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• Character industry market forecast

The character industry is expected to grow at a steady but slow growth with a

forecasted growth of 12% and 11% in 2018 and 2019 respectively. The character industry is

highly competitive and is based on creating awareness among the consumer minds and is also

largely driven by the import of character for merchandising. Moreover, the creation of new

character requires time in creating awareness as there are existing characters that have been
established a strong awareness, are at the top of consumers’ minds and are very popular like

Mickey Mouse, Doraemon and Pokémon.

Figure 7 Character market forecast

2,448
2,201
1,960
1,687

2559
2560
2561
2562

Source: IDC Research Team

Conclusion and Recommendations

In conclusion, technological development has influenced the changes in consumption

behavior, a clear example can be seen through the consumption of CD, DVD that is decreasing

rapidly, consumption of digital content through traditional TV channels are declining at a rapid

rate because consumers are increasingly changing in consumption behavior and are more

focused to consume what they are interested in. Moreover, the Thai digital content industry

is still a relatively small market, some of the animated content despite having gained interests
by consumers or may have gone through a thorough marketing scheme, may not be successful

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