JOOX Launches 'Original 100 Horsepower' Project Amid Thai Streaming Growth

Thailand's music streaming market continues to expand, reflecting wide-open business opportunities with a market value of 6.475 billion baht, growing 13.4% — nearly double the global growth rate of 7.7%. Within the segment, audio-ad streaming jumped 34.8% while subscription streaming grew a robust 13.1% and shows further upside. According to MIDiA data reported by Thai media, Thai music streaming subscribers could increase fourfold by 2030 compared to 2023. These figures confirm streaming remains the heart of Thailand's music market, with strong growth potential and room for platforms to expand.

Amid intensifying competition, differentiation no longer rests solely on catalog size or user counts. With this in mind, JOOX, under China's music entertainment leader Tencent Music Entertainment (TME), is reviving a key strategy with its flagship project of the year: "JOOX Original 100 Horsepower." Building on the success of JOOX Original 100×100 Seasons 1–3, which generated hit songs with hundreds of millions of views across three albums, the return of "JOOX Original 100 Horsepower" aims not only to create hits but also to pull listeners onto the platform through exclusive content available only on JOOX — deepening the experience toward closer artist connection and richer music engagement.

The "JOOX Original Album 100 Horsepower" comprises five new tracks from ten artists spanning rock, country, and hip-hop — key genres in the Thai market. The lineup pairs established hitmakers with 100-million-view tracks — Kanthong Thung-ngern, Prae Chana, FULL, Lek Ratchamet, and SPRITE — alongside rising creators with loyal fanbases: Plai Kanokporn, Nek Naruphol, BOVINI, J JAZZSPER, and Bass Go Went Go. Collectively, the ten artists command nearly 20 million followers across all platforms.

The intrigue of "JOOX Original Album 100 Horsepower" lies not just in mixing genres on one album, but in using original content to expand JOOX's listener base from its current 63% Gen Z share toward nationwide Gen Z reach through music experience. For JOOX, growth in Thailand means more than adding users; it means embedding into local listening behaviors and delivering content tied to the interests and music culture of listeners in each region.

All five tracks will roll out from September through December. Two have already launched exclusively on JOOX: "Ok Hak Ton Fon Tok" by J JAZZSPER x SPRITE and "Thoe Wai Chan Kwo Wai" by Kanthong x Lek Ratchamet. The platform will extend the digital experience into real-world events with special "100 Horsepower" shows at Muan Rangsit Fest and Big Mountain Village in December — moving from music content to music experience.