Thailand takes No.2 Line Today spot with 32m users

Thailand takes No.2 Line Today spot with 32m users

Kawin Tangudaisak (right) and Charath Petthongchai are both keen on continuing to grow the popular news portal.
Kawin Tangudaisak (right) and Charath Petthongchai are both keen on continuing to grow the popular news portal.

Line Today has secured 32 million users in Thailand after two years of operations, making it the service's second-largest market after Japan.

Line Thailand plans to adopt artificial intelligence (AI) technology, offering personalised content to attract more young people via a variety of content formats.

"With 32 million users, accounting for 71% of Thailand's 45 million mobile internet users, we believe Line Today has shown the highest growth rate among news portals," said Kawin Tangudaisak, content business director.

The service has grown steadily to 1 billion page views a month, making Thailand the portal's No.2 market. The service was introduced in Thailand at the same time as Indonesia, Taiwan and Hong Kong.

Mr Kawin said Line Today aims to help publishers increase their revenue and boost traffic to original websites. Online readers can also get access to trusted, quality content, he said.

Print publishers have faced a decline in advertising revenue, with the market contracting 20% over the past several years to 10 billion baht.

While online advertising spending has grown, it remains a small piece of the total advertising pie, accounting for 10% of total spending.

Mr Kawin said Line Today helps traditional media outlets increase their online revenue by ramping up user numbers and page views.

The service has 120 content partners and 10 categories: general news, horoscope, magazine, lifestyle, entertainment, sport, IT, health & fashion, beauty and Live.

"[Some] 95% of our users access partner content and 5% get into our co-created and self-created content," he said.

"Line Today is positioned as a news and content [platform], offering short video and the Live feature that are beneficial for users. Meanwhile, Line TV focuses more on long-form video and entertainment."

Charath Petthongchai, head of Line Today, said its survey found the top reasons people use the news portal are quick updates, the already installed Line application and ease of use.

Fast, frequent updates, word choice, clean layout and exclusive content were listed as the top factors driving users toward news portals.

The service provides 600-700 news article per day and aims to offer more non-news content to attract younger users.

The majority of the services' users are aged 25-34.

Line Today averages 38 page views per user. Some 76% of its users read content on the service every day.

"We hope to attract more users to double the number of page views," said Mr Charath.

Around half of Line Today users are interested in purchasing goods and services from advertisements viewed via the platform, he said.

Mr Kawin said this year the service is set to provide personalised content.

"We hope to grow the user base in Thailand to 42 million, with single-digit growth [forecast] this year," he said.

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