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The Indonesian entertainment landscape shows no signs of slowing down. With the integration of e-commerce and live video streaming (such as TikTok Shop and Shopee Live), entertainment has become highly transactional. Creators are no longer just entertainers; they are live-commerce hosts driving the national digital economy.
The vast majority of Indonesians access the internet exclusively through smartphones.
The growth of OTT streaming in Indonesia is fueled by affordable smartphones, improved mobile broadband, and a culturally specific demand for local content. A Nielsen report highlights Vidio as the #1 OTT platform in Indonesia by cumulative audience reach, with , ranking second in engagement across Southeast Asia just behind Netflix. The Indonesian market is not dominated by a single entity but is highly fragmented. The APJII survey reveals that YouTube leads as the platform most frequently watched by internet users at 49.3%, followed by Vidio (24.8%) and Netflix (13.4%). The influencer marketing sector is also incredibly lucrative and influential. By 2026, 84% of brands and 72% of agencies in Indonesia planned to increase their influencer marketing budgets, with TikTok being the dominant platform. This creator economy involves 24.2 million people, accounting for 13.9% of Indonesia's workforce.
The Indonesian Over-the-Top (OTT) market is projected to reach approximately $1.5 billion by 2026. A shift toward is evident, with Indonesian originals now accounting for 30% of premium streaming viewership—equal to Korean content. The Indonesian entertainment landscape shows no signs of
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Food is a central pillar of Indonesian culture. Popular videos often feature creators traveling to remote villages or bustling night markets ( pasar malam ) to highlight street food. Indonesian mukbang (eating broadcasts) features a local twist: ultra-spicy sambal challenges. Creators eating massive portions of bakso (meatballs) or ayam geprek (crushed fried chicken) smothered in chili consistently top the charts. 3. Dangdut Koplo and Music Covers The vast majority of Indonesians access the internet
Traditional celebrities like Deddy Corbuzier pioneered the transition to YouTube, creating raw, unedited interview formats that regularly pull in millions of views.
As audiences moved from TV to smartphones, "Web Series" exploded on platforms like YouTube and Viu.
In Indonesia, YouTube serves as a mainstream entertainment network. Traditional television celebrities have migrated to the platform, launching massive production houses. Content ranges from high-budget reality shows and celebrity vlogs to social experiments and investigative podcasts. The Indonesian market is not dominated by a
Videos featuring local dialects, regional humor, and relatable daily struggles perform exceptionally well.
| Trend | Description | |-------|-------------| | | Street pranks (often chaotic, family-friendly) by creators like Fiki Naki . | | Gaming live streams | Mobile Legends, Free Fire, and PUBG with Indonesian commentators. Top streamers: Jess No Limit , Beatrix . | | ODGJ videos | (Orang Dengan Gangguan Jiwa) – controversial trend of filming people with mental illness for comedy (now heavily criticized). | | Challenges | #SayaPilihBumi (eco challenge), #DirumahAja (COVID era), dance challenges to dangdut remixes. | | Koplo & Remixes | House music + dangdut + TikTok edits – often used for fashion transitions or comedy skits. |
Indonesian netizens are highly active, frequently commenting, sharing, and turning local videos into national trends. 2. Platforms Dominating Indonesian Popular Videos