A growing preference for digital reading is creating new opportunities in Thailand’s e-reader market, with 66 percent of respondents in a national survey reporting that they primarily read on electronic devices.

The Publishers and Booksellers Association of Thailand (PUBAT) survey found that respondents spent an average of 64 minutes a day reading, about five days a week. However, competing activities such as social media and streaming, along with limited free time, remain key obstacles to reading more frequently.

The findings come as Rakuten Kobo and MEB Corporation expand their partnership to develop Thailand’s e-reader market. Officially launched in early 2026, the collaboration combines Kobo’s e-reader technology and global catalog with MEB’s local expertise and distribution network.

The partnership comes as reading habits shift, with electronic devices becoming an increasingly popular way to access books. The industry's challenge is to turn this growing preference into more consistent reading habits, despite increasing competition for people’s time and attention.