In a landmark move set to reshape Thailand’s competitive streaming landscape, telecommunications giant Advanced Info Service (AIS) has announced a bold strategy to elevate its AIS PLAY platform into the nation’s undisputed leader in digital entertainment. By securing the coveted broadcasting rights for the English Premier League and offering free access to all divisions of the Thai League, AIS is making an aggressive play to consolidate its position as the premier all-in-one destination for sports and entertainment, backed by attractively priced subscription packages designed to capture a wide swath of the market.
Bangkok, Thailand – This strategic pivot, announced on June 19, 2025, signals AIS ‘s ambition to transcend its role as a network provider and become a central pillar in the digital lives of Thai consumers. The move comes as the Thai Over-the-Top (OTT) video market is projected to reach US$3.25 billion in 2025, with a forecast to grow to US$3.48 billion by 2029. This growth is fueled by a burgeoning internet penetration rate of 88% and a clear consumer shift towards on-demand content.
At the heart of this transformative strategy is the acquisition of exclusive rights to broadcast all 380 English Premier League matches per season. This is a significant coup in a nation with a fervent football fanbase, and a direct challenge to competitors. The rights, secured through a partnership with Jasmine International Public Company Limited (JAS), also include 63 FA Cup matches, the FIFA Club World Cup 2025, the SUMMER SERIES, and the FA Community Shield.
“AIS has continuously developed AIS PLAY to become The Largest Entertainment Hub in Thailand—delivering a complete entertainment and sports content experience over the country’s best network,” stated Pratthana Leelapanang, Chief Consumer Business Officer at AIS. “We’ve opened up access to world-class content for both mobile and fixed broadband customers through ongoing collaborations with leading global OTT streaming platforms. Usage data reflects this success: more than 16.4 million AIS customers have accessed entertainment content through our network, with an average viewing time of 5 hours per day. This underscores AIS PLAY’s position as a digital platform that truly resonates with Thai audiences.”
A Two-Pronged Football Strategy: Global Glamour and Local Passion
Recognizing the dual passions of the Thai football audience, AIS has complemented its blockbuster Premier League deal with an unprecedented offering for fans of the domestic game. In a strategic alliance with GULF and JAS, AIS has secured the exclusive broadcasting rights for the Thai League for four consecutive seasons, from 2025/26 to 2028/29. This comprehensive deal covers Thai League 1, 2, and 3, as well as the FA Cup, League Cup, the U-21 Youth League, and the Women’s Leagues. In a move poised to democratize access to local football, all Thai League matches will be streamed for free on AIS PLAY, requiring no subscription.
This dual-pronged football strategy—premium international content paired with freely accessible local leagues—is a calculated move to attract a broad spectrum of viewers, from die-hard Premier League enthusiasts to dedicated followers of their hometown clubs. Analysts suggest that this bundling of premier international and local football content could be a powerful engine for subscriber growth, potentially attracting over 1.3 million new subscribers and achieving profitability within a year.
Beyond live matches, AIS is curating a rich football ecosystem on its platform. Devoted fans can access exclusive content from three of the world’s most iconic clubs: LFCTV from Liverpool FC, MUTV from Manchester United, and Real Madrid TV. Furthermore, through its partnership with beIN SPORTS, AIS PLAY will also broadcast top-tier European club competitions, including the UEFA Champions League and UEFA Europa League, making it a comprehensive hub for football aficionados.
Beyond the Pitch: Crafting an “All-in-One” Entertainment Universe
While football is the headline act, AIS’s ambitions for AIS PLAY extend far beyond the sporting arena. The company is positioning the platform as a comprehensive “all-in-one” entertainment destination, aggregating a diverse array of content to cater to every taste and digital lifestyle.
In 2025, AIS PLAY is significantly expanding its content library with premium programming from around the globe. This includes the introduction of ShortMax, a new short-form drama app, catering to the growing demand for bite-sized, mobile-friendly content. The platform will also feature leading global news channels such as Bloomberg Television, Fox Business, and Fox News Channel, broadening its appeal to a more diverse audience.
This content expansion is complemented by strategic partnerships with the world’s leading streaming services. AIS PLAY serves as a gateway to top-tier global platforms, with packages that bundle access to Netflix, Max, Disney+ Hotstar, Prime Video, iQIYI, VIU, and WeTV. This “super-aggregator” strategy simplifies the user experience, offering a single point of access and billing for a vast universe of entertainment.
“Thanks to AIS’s continued commitment to curating high-quality content, AIS PLAY now offers the largest selection in Thailand—featuring content from 132 TV channels and 12 leading streaming apps, all in one place,” the company stated. “The platform is stepping up as the country’s ultimate destination for comprehensive entertainment and sports, accessible to everyone, anytime, anywhere.”
Strategic Partnerships: The Cornerstone of a Digital Empire
AIS’s bold vision is underpinned by a series of strategic partnerships that leverage the strengths of key players in the telecommunications, energy, and media sectors. The collaboration with GULF, a leading energy and infrastructure developer, and JAS, a major telecommunications and media company, was instrumental in securing the landmark Thai League broadcasting rights. This consortium brings together financial muscle, technological expertise, and extensive media distribution networks to elevate the production quality and reach of Thai football.
The partnership with JAS also extends to the English Premier League, with JAS holding the exclusive rights in Thailand, Laos, and Cambodia. By teaming up with AIS, JAS gains access to a massive subscriber base across both mobile and broadband, ensuring a wide distribution for the world’s most popular football league.
These collaborations are a testament to AIS’s “Ecosystem Economy” concept, which focuses on building a network of partners to deliver comprehensive, end-to-end solutions for consumers. This approach not only enhances the value proposition for AIS customers but also creates new revenue streams and strengthens the company’s competitive moat.
Value-Packed Packages to Drive Subscriber Growth
To translate its content supremacy into market dominance, AIS has launched a series of aggressively priced subscription packages tailored to different customer segments.
For mobile and broadband customers, the PLAY MONOMAX Standard Package offers full-season access to the English Premier League. An early bird offer, available until August 9, 2025, prices the monthly package at 199 THB (down from 299 THB) and the annual package at 1,999 THB (down from 2,999 THB).
For the ultimate entertainment enthusiast, the PLAY ULTIMATE and Sports Content Package combines the full suite of global streaming partners (Netflix, Max, Disney+ Hotstar, Prime Video, iQIYI, VIU, WeTV) with complete access to the English Premier League, other European leagues, and tennis via beIN SPORTS for 1,499 THB per month.
AIS is also using its content arsenal to attract new customers. The 5G Max PLAY PREMIER package, designed for customers porting their numbers to AIS, starts at just 699 THB per month and includes high-speed internet, full Premier League access, and content from AIS PLAY and MONOMAX. New AIS 3BB FIBRE3 home internet customers can get a similar package, with 500/500 Mbps internet, starting at 699 THB per month.
For commercial establishments, AIS is offering a Pub, Bar & Restaurant Package that includes 1Gbps/1Gbps high-speed internet and full Premier League coverage for 2,800 THB per month, enabling businesses to draw in football-loving patrons.
The Future of Streaming in Thailand: A New Era of Competition
AIS’s audacious move is set to trigger a new and intense phase of competition in the Thai streaming market. By leveraging its powerful network infrastructure, expansive customer base (over 50.8 million total customers as of March 2025), and a formidable content lineup, AIS is making a compelling case to be the central entertainment provider in the kingdom.
This strategy of bundling exclusive, high-demand sports content with a wide array of entertainment options at competitive price points will put significant pressure on other players in the market. The battle for the Thai consumer’s screen time is heating up, and AIS has just fired a powerful opening salvo. The coming months will reveal how competitors respond and how this strategic gambit will ultimately reshape the future of digital entertainment in Thailand.
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