Analysis of music industries and economics in Thailand

Name: Wichaya Peechapat

keyword: Thai music industry

; Music streaming platform

; Spotify

; Long tail distribution

; Power law distribution

; Consumers preferences

Abstract: This dissertation investigates the consumer and producer behaviors in the Thai music industry. The paper focuses on the popularity of music streaming by utilizing primary data from Spotify's Top200 daily charts from 2018 to 2020. The research reveals patterns of popular music consumption and production within the Thai music industry. The study first explores the distribution of song popularity in Thailand based on the model proposed by Easley and Kleinberg (Chapter 2). The analysis indicates that music consumption patterns among Thai listeners are not random, with societal trends and popularity significantly influencing music choices on streaming platforms. The power law distribution leads to a high concentration within the music industry, reflected in the increased dominance of fewer songs and artists in Spotify's charts. The research then empirically examines Thai music consumers' listening habits using Google Trends data as a measure of societal popularity (Chapter 3). The empirical study employs a panel regression model to examine the results. The findings confirm the influence of previous popularity and societal issues (from the previous chapter) on the music selection of Thai people. Furthermore, Thai listeners demonstrated a significant preference for acoustic music and bands or solo male artists. The final part (Chapter 4) of the study extends the analysis to music producers. The study investigates collaborative patterns through network analysis, linking data of the producers from the Department of Intellectual Property Thailand to the previous chapters. The results reveal a power-law distribution of song production and artist collaborations. The results reflect similar concentration patterns as those on the consumer’s side. A select few influential producers significantly shape Thai music. The study in this chapter is extended by employing network analysis. Network analysis of collaborations between artists and producers exhibits small-world characteristics, implying a close relationship in music production among producers. This study is limited by its data scope. It focuses only on Spotify users without considering other prominent music platforms. This analysis does not include potentially influential variables, including more extensive artist characteristics and various societal factors. Future research could address these constraints and examine other relevant aspects, such as the influence of recommendation systems on music listening behavior

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Nattapong Puttanapong

Role: advisor

Created: 2022

Modified: 2024-01-24

Issued: 2024-01-24

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2022.1137

eng

DegreeName: Doctor of Philosophy

Level: Doctoral Degree

Descipline: Economics

Grantor: Thammasat University

©copyrights Thammasat University

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