Traditional celebrities like Deddy Corbuzier pioneered the transition to YouTube, creating raw, unedited interview formats that regularly pull in millions of views.
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While local content is ascendant, international programming continues to play a major role in Indonesian viewing habits. Korean dramas and Chinese series enjoy dedicated followings across multiple platforms. In a 2025 survey of Indonesian SVOD viewing behavior, Japanese anime "Natsume's Book of Friends" ranked first in average watch time per user, with 29.46 hours—a remarkable achievement for an animated series in a market dominated by live-action dramas. Chinese romance drama "Kelana Cinta" followed closely at 25.03 hours, while U.S. sci-fi series "Snowpiercer" and Korean drama "Mr. Queen" also made the top six. I will open several of these articles to
These findings align with separate survey data from APJII, which identified short online videos as the most frequently accessed entertainment category overall, cited by 30.16 percent of respondents—though this represented a decline from 44.11 percent in the previous year. Social media content ranked second at 28.67 percent, while internet-based TV or long-form video captured 17.61 percent.
Indonesia possesses a unique demographic formula that makes it a fertile ground for online video consumption. With a population exceeding 280 million people, the nation boasts a median age of approximately 30 years old. This hyper-connected youth demographic spends an average of over 3 to 4 hours per day on social media, significantly higher than the global average.