The entertainment vertical remains the largest creator category at 28.46%, followed by food and drink. Importantly, a significant shift has occurred away from large-scale key opinion leaders (KOLs) toward nano- and micro-influencers and user-generated content (UGC). Brands are increasingly recognizing that high reach does not guarantee results, and smaller, more engaged communities often deliver better conversion rates.
Different platforms cater to distinct tastes within the Indonesian demographic, creating a diverse video ecosystem. YouTube: The King of Long-Form and Reality Content Different platforms cater to distinct tastes within the
YouTube remains the primary "decision-making platform" for Indonesians, with over 140 million active users. with national television networks like RCTI
Traditional media remains influential, with national television networks like RCTI, SCTV, and Indosiar continuing to command significant audiences. RCTI, Indonesia's long-standing television channel owned by MNC Media, has been broadcasting since 1988 and remains a pillar of the country's media ecosystem. Meanwhile, Indosiar has successfully transitioned into the digital age, boasting over 34 million YouTube subscribers and 8.2 billion video views, making it one of the most-watched television channels on the platform. followed by food and drink. Importantly
: A major voice for social commentary and "uncensored" deep-dive podcasts (25.4M subscribers). Windah Basudara