International Journal of Academic Research in Business and Social Sciences
Open Access Journal
ISSN: 2222-6990
ISSN: 2222-6990
Open access
Holds a 41.85% market share in the digital media sector. Top-tier services include Netflix (73% subscriber reach), followed by Disney+ Hotstar (53%) and WeTV (28.8%). 2. Popular Video Genres and Content Trends
Even as digital media grows, traditional arts struggle and adapt to stay relevant.
Moreover, the creator economy is brutal. For every Ria Ricis, there are a million teenagers burning through phone data making skits that get 12 views. The algorithm favors extremes: indecent bokep (adult content), toxic pranks, or fake sad stories to solicit donations (a scamming practice known as konten sedih ). Holds a 41
Digital may be the future, but you cannot ignore the past. —the melodramatic, 300-episode soap operas—still rule free-to-air TV. These shows are the nicotine of Indonesian media: low-cost, highly addictive, and formulaic.
By the end of 2025, the creative economy's contribution to Indonesia's GDP had reached a staggering 1,300 trillion rupiah, or 7.8 percent of the total economy, employing over 24 million people. To keep this momentum going, the government has set an ambitious investment target of 136 trillion rupiah (about $8.2 billion) for the creative sector in 2025, and in the first half of the year alone, Rp90 trillion (66% of the target) had already been secured. Popular Video Genres and Content Trends Even as
Vidio recently surpassed 100 million monthly active users, proving that the "local Netflix" model is not a consolation prize—it is the winning strategy.
YouTube remains a staple of Indonesian digital life. The platform hosts a massive variety of content, ranging from high-production talk shows to casual daily vlogs. regardless of genre.
Why does YouTube work so well here? Quota packages. Telkomsel and Indosat offer "Zero-rated" plans, allowing users to stream YouTube without burning their main data bundles. This accessibility ensures that long-form, ad-supported videos remain the king of Indonesian entertainment.
A major force behind this boom is local animation. The film shattered records, attracting over 10.23 million viewers in 2025, making it not only the highest-grossing Indonesian animated film of all time but the highest-grossing animated film in all of Southeast Asia. An article even noted that Jumbo "gave Indonesia's domestic animation industry a whole new spring in its step". Following closely behind was the comedy "Agak Laen: Menyala Pantiku!" , which drew over 9.37 million viewers. These successes prove that Indonesian audiences are hungry for high-quality local productions, regardless of genre.