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Size of the Character Industry by Revenue Model

Table 5 Character Market Size 2016 by Revenue Model

Unit : Million Baht

Original Distributor,
Outsourced
content Importer,
Revenue Models service Total
producers/IP providers Licensing

owners agent
Character Licensing

Traditional Licensing 17.5 1,010.8 1,028.3

Digital Licensing 44.0 519.6 563.5

Character Design Service 40.7 40.7

Character Merchandising 29.4 25.1 54.6
Total 90.9 40.7 1,555.5 1,687.0

Source : IDC Research Team

As shown in table 5, the character market was driven by character licensing

with revenue of 1,591.8 million baht from industry’s total revenue of 1,687 million

baht. 64.6% of character licensing market came from traditional licensing which

generated revenue of 1,028.3 million baht in 2016. The rest of 35.4% came from

digital licensing which generated revenue of 563.5 million baht to the character

industry.

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