: A major gaming channel (~46.8M) with some of the highest total views in the country. Deddy Corbuzier
The most defining feature of this new era is the explosion of . Unlike traditional celebrities who often feel distant and curated, Indonesian YouTubers and TikTokers like Atta Halilintar, Ria Ricis, and Baim Wong have built empires by cultivating relatability . Their content—ranging from extreme pranks and family vlogs to daily "get ready with me" clips—creates a parasocial intimacy that traditional media struggles to match. This shift has fragmented the concept of a "national audience." Instead of one or two prime-time shows, millions of Indonesians are now scattered across thousands of niche channels, from cooking tutorials in a Padang kitchen to gaming live streams with hundreds of thousands of concurrent viewers. : A major gaming channel (~46
One of the most significant shifts in 2025–2026 is the explosion of . Approximately 60% of Indonesian online buyers now purchase through live video sessions, a trend largely powered by TikTok Shop and Shopee . Video-first consumption now accounts for 34% of all digital advertising spend in the country. 3. Streaming and Cinema: The Horror-Comedy Wave Their content—ranging from extreme pranks and family vlogs
To understand the phenomenon of Indonesian popular videos, one must first look at the genres that dominate the screens. At the forefront is comedy and "kocak" (hilarious) content. Indonesian comedy has historically been slapstick and verbose, but in the digital age, it has become snappy and highly visual. Creators like Raditya Dika pioneered the transition from stand-up and written blogs to sketch comedy on YouTube, paving the way for a generation of short-form creators. On platforms like TikTok and Instagram Reels, relatable observational humor about family dynamics, school life, and romantic miscommunications reigns supreme. Approximately 60% of Indonesian online buyers now purchase
Netflix's The Last of Us might be popular, but Cigarette Girl ( Gadis Kretek )—a period drama about the clove cigarette industry—broke viewing records. These long-form video series are cinematic, slow-burn narratives that compete directly with Hollywood budgets. The popularity of these series has created a feedback loop: popular videos generate memes, memes generate TikTok skits, and TikTok skits drive viewers back to the original series.
Moreover, AI-generated avatars are emerging. The first virtual Indonesian influencer, Lengger Lanang , has already landed brand deals. While his videos are clearly CGI, fans treat him like a real celebrity, commenting on his fashion choices and dating life.