Thailand

We collected data from 13 news outlets on TikTok, Instagram and YouTube Shorts:
6 Print , 4 Private broadcaster , 2 Public broadcaster , 1 Digital .

Overall, these outlets published 9495 posts.

The median outlet published 16 TikToks, 6.9 Instagram reels, and 4.4 YouTube shorts per day.

Basics

Platforms shares

Platform	Active brands	Posts	% of brands	% of posts
TikTok	11	5318	85	56
Instagram	10	2186	77	23
YouTube Shorts	12	1991	92	21

Published posts

Outlet	Posts	TikTok	Instagram	YouTube Shorts	Content duplication (%)
Amarin	1743	1336	143	264	2
Bangkok Post	128	53	75	-	19
Channel 7 HD	1089	496	395	198	4
Daily News	124	-	-	124	-
Khaosod	1433	833	331	269	2
Manager	1234	742	410	82	2
Matichon	411	144	161	106	11
MCOT News Network	672	521	28	123	8
Nation	239	141	-	98	12
PPTV	551	-	269	282	3
Thai PBS	1052	458	325	269	2
Thai Rath	727	576	-	151	3
Workpoint TV	92	18	49	25	4
Thailand	9495	5318	2186	1991	3

Outlet analyses

Topics

Hard news

Outlet	Politics	Crime	War/ Disasters	Economy	Social Affairs
Amarin	17	28	33	17	16
Bangkok Post	15	32	12	11	13
Channel 7 HD	9	11	7	19	7
Daily News	47	35	16	15	16
Khaosod	4	17	24	7	10
Manager	16	14	12	20	11
Matichon	53	23	14	22	14
MCOT News Network	36	22	15	18	12
Nation	11	14	20	10	19
PPTV	40	25	32	17	15
Thai PBS	18	16	21	15	18
Thai Rath	25	27	17	10	17
Workpoint TV	28	18	33	18	19
Thailand	18	19	21	16	13
Overall	30	24	19	15	16

General/hybrid news

Outlet	Environment	Infrastructure	Science/ Education	Health/ Fitness	Culture	Sports
Amarin	6	10	7	11	3	3
Bangkok Post	4	8	5	7	10	5
Channel 7 HD	3	5	4	5	8	12
Daily News	4	8	5	6	6	4
Khaosod	3	5	5	10	5	4
Manager	8	9	8	8	5	11
Matichon	9	7	5	8	5	4
MCOT News Network	8	7	5	7	7	6
Nation	4	7	5	9	13	4
PPTV	3	9	6	7	5	6
Thai PBS	7	8	4	6	18	3
Thai Rath	3	13	6	7	7	5
Workpoint TV	9	10	5	9	5	4
Thailand	6	10	5	8	7	6
Overall	5	7	7	8	7	6

Soft news and promotion

Outlet	Entertainment	Celebrity	Lifestyle	Fashion	Food	Animals	Comedy	Ads
Amarin	8	10	6	1	4	3	7	2
Bangkok Post	16	12	9	1	3	3	2	8
Channel 7 HD	31	16	6	5	11	2	13	31
Daily News	5	6	6	1	3	3	2	3
Khaosod	30	28	6	5	3	5	7	17
Manager	6	24	8	3	6	5	5	9
Matichon	10	15	5	3	3	3	2	3
MCOT News Network	4	11	7	1	3	4	1	2
Nation	5	5	17	1	3	3	6	3
PPTV	4	4	7	1	3	4	4	2
Thai PBS	7	3	8	1	9	4	5	10
Thai Rath	7	7	9	1	10	2	1	8
Workpoint TV	5	5	5	7	9	3	2	7
Thailand	13	14	8	3	7	4	6	12
Overall	12	10	8	1	4	3	5	5

Platformization

Outlet	Video duration (sec)	Vertical videos (%)	Addressing the audience (%)	Calling for interactions (%)
Amarin	251	21	6	8
Bangkok Post	52	-	-	-
Channel 7 HD	100	57	8	37
Daily News	153	30	4	15
Khaosod	141	85	10	43
Manager	125	59	3	9
Matichon	149	92	4	13
MCOT News Network	138	47	4	13
Nation	70	62	4	15
PPTV	93	48	4	11
Thai PBS	114	83	4	43
Thai Rath	173	57	4	27
Workpoint TV	151	90	4	15
Thailand	143	57	6	21
Overall	80	76	5	24

Diversity

Outlet	Visible women (%)	Mean age	Age diversity (IQR)	Topic diversity (topics)
Amarin	31	31	12	7
Bangkok Post	29	34	12	5
Channel 7 HD	33	27	10	8
Daily News	28	37	15	6
Khaosod	45	29	13	8
Manager	33	29	10	9
Matichon	33	33	15	6
MCOT News Network	28	36	14	7
Nation	26	32	14	6
PPTV	32	33	13	7
Thai PBS	32	36	18	8
Thai Rath	27	32	15	8
Workpoint TV	29	33	10	6
Thailand	34	31	13	7
Overall	34	34	14	7

Note: Outlet-level results are empirical Bayes estimates from the respective analyses.