According to We Are Social, Digital 2025: July Statshot, Thailand has become Asia ‘ s top user of TikTok, ranking second after the United States. More than 80 per cent of Thai netizens (aged 16-64) are active in TikTok each month, well above the global average (about 30 per cent).
Thailand ranks ninth globally in TikTok advertising, with 44.3 million users, demonstrating its importance in brand marketing. South-East Asia as a whole accounts for nearly a quarter of the global advertising audience in TikTok and is the largest advertising market on the platform.
The report states that Thai users are moving from a long content social network represented by Facebook to an algorithm-driven, short video entertainment model for TikTok. The content of TikTok ‘ s humor, memes and viruses is particularly popular, with nearly 80 per cent of users choosing to use it because of their recreational nature.
Android users in Thailand spend an average of 38.2 hours per month on TikTok, ranking 15th in the world. In contrast, Filipino users watch short videos (including TikTok and Reels) for more than 20 hours a week, accounting for more than half of their total online video time, reflecting a strong preference for short videos in South-East Asia.
Internet users in Thailand use an average of 6.84 social platforms, slightly above the global average (6.83). In addition to TikTok, Thailand is among the top users of other platforms: Facebook has 49 million users (the ninth in the world) and Bangkok ranks third in global cities with 13 million users; YouTube has 44.2 million users, with an average of 41.3 hours per month, second only to Korea; and Messenge has over 35.5 million users (the sixth in the world).
Internet users in Thailand have a high percentage of branding research on social media, with TikTok, Instagram and Facebook as the main platforms. Sixty-six per cent of Thai netizens shop online on a weekly basis, with the world ‘ s first social utility in TikTok accounting for 51 per cent, after Shopee (75 per cent) and Lazada (67 per cent). The industry predicts that TikTok will become Thailand’s lead electrician platform in the next 1-2 years.
More than 20 per cent of online Thais are concerned with social media influenceers, watching their videos or vlogs on a weekly basis, and TikTok is at the centre of content dissemination for those affected. Naiyen Wang, the South-East Asian director of We Are Social, stated that Thai consumers were particularly interested in humor, entertainment and viral content, which was highly compatible with TikTok ‘ s algorithm recommendations and short video.
