Thailand’s e-reader market is growing, with 66% preferring digital reading and averaging 64 minutes daily. Social media and streaming compete for attention. Rakuten Kobo and MEB partner to boost digital reading.
Key Points
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A national survey in Thailand shows 66% of people prefer digital reading, spending an average of 64 minutes daily, five days a week.
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Social media, streaming, and limited free time remain major competitors to reading more frequently, according to the Publishers and Booksellers Association of Thailand (PUBAT).
- Rakuten Kobo and MEB Corporation are expanding their partnership to grow Thailand’s e-reader market, combining Kobo’s technology with MEB’s local expertise to support the digital reading trend.
Thailand’s e-reader market is experiencing significant growth, driven by a marked shift in reading preferences toward digital formats. According to a national survey conducted by the Publishers and Booksellers Association of Thailand (PUBAT), 66% of respondents primarily engage with reading material through electronic devices. On average, individuals read for about 64 minutes daily, roughly five days a week, indicating a moderate but consistent engagement with reading despite the proliferation of alternative digital entertainment options.
The survey highlights the growing dominance of digital reading as a preferred medium, yet it also underscores key challenges facing the industry. Social media platforms and video streaming services compete aggressively for users’ time and attention, creating substantial barriers to increasing reading frequency and duration. Additionally, respondents cited limited leisure time as a critical factor limiting their ability to dedicate more time to reading. These findings illustrate the complex landscape in which Thai readers navigate multiple competing digital distractions while attempting to maintain reading habits.
In response to these evolving consumer behaviors, Rakuten Kobo and MEB Corporation have expanded their strategic partnership to capitalize on the emerging e-reader market in Thailand. Launched officially in early 2026, this collaboration combines Kobo’s advanced e-reader technology and extensive global digital catalog with MEB’s localized market knowledge and established distribution channels. This synergy aims to enhance accessibility and tailor digital reading experiences to Thai consumers, thereby fostering deeper engagement with e-books amidst a shifting media consumption environment.
Overall, while the upward trend in digital reading signals promising opportunities for market expansion, stakeholders must address the challenge of converting this preference into more sustained and frequent reading behaviors. Effectively navigating the competitive pressures from social media and streaming content will be pivotal for the e-reader industry to nurture and grow a committed reader base in Thailand’s increasingly digital cultural landscape.
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