AIS, Thailand’s largest mobile operator, has announced an exclusive partnership with global storytelling platform ReelShort to integrate vertical-format drama series into its digital ecosystem. The agreement marks ReelShort’s first collaboration with a telecommunications provider globally, positioning Thailand as a primary hub for the platform’s international expansion.
The move aims to capitalize on “Verticaltainment,” a consumption trend centered on short-form, mobile-first video content. Internal data from AIS indicates a 56% year-on-year increase in the usage of vertical series applications, with approximately 9 million AIS customers currently accessing these platforms monthly.
Strategic expansion into short-form content
Under the partnership, AIS subscribers gain access to a library of over 4,000 titles across various genres, including romance and thrillers. The content, produced by Silicon Valley-based Crazy Maple Studio, features Hollywood-produced series such as Bound By Honor and Quarterback Next Door, specifically localized for the Thai market with subtitles and dubbed audio.
Lertchai Kodsup, Chief Mobile Business Officer at AIS, stated that the collaboration is a key step in the company’s transition toward becoming a “Digital Intelligent Platform.” He noted that the partnership responds to shifting consumer behaviors, as audiences increasingly favor “bite-sized” content that is accessible on demand.
Market dynamics and global positioning
For ReelShort, the partnership serves as a strategic entry point into the Southeast Asian regional market. Joey Jia, CEO of Crazy Maple Studio, noted that the platform was designed to meet the rising demand for mobile-first, emotionally engaging storytelling.
“This partnership with AIS positions Thailand as the launchpad for our regional expansion,” Jia said, adding that the model integrates premium content directly with mobile connectivity to drive user engagement.
To mark the launch, ReelShort brought Hollywood actors Savannah Coffee and Chris Quartuccio to Thailand, emphasizing the platform’s intent to bridge global production with local audiences.
Subscription and data integration
AIS has introduced several “5G ReelShort” tiered pricing models to integrate the service:
Monthly Add-on: THB 39 per month (reduced from THB 599) including 500MB of data.
Daily and Weekly Options: Packages starting at THB 37 per day for unlimited data at 4Mbps.
New Subscribers: Customers switching to AIS or registering new postpaid plans starting at THB 499 may receive up to one year of complimentary access.
The collaboration adds 500 new original titles annually to the AIS library, making it the most comprehensive vertical series offering currently available in the Thai telecommunications market.
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