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With the ban of TikTok in India and its subsequent growth in Southeast Asia, Indonesia became TikTok's second-largest market after the US. As of 2024, Indonesia has over 110 million active TikTok users. The shift from long-form YouTube to short-form videos has fundamentally altered "Indonesian entertainment."
To understand current trends in Indonesian popular videos, one must briefly acknowledge the legacy media that laid the groundwork.
Sinetron (Soap Operas): For decades, RCTI, SCTV, and Indosiar dominated Indonesian living rooms. These melodramatic, often 200+ episode series revolving around romance, evil twins, and social class conflicts created the first national stars (e.g., Raffi Ahmad, Nagita Slavina). These stars successfully transitioned into the YouTube era, proving that traditional fame is the rocket fuel for digital views. With the ban of TikTok in India and
The Film Renaissance: The Indonesian film industry, once dismissed for low-budget horror, experienced a renaissance in the late 2010s. Movies like Filosofi Kopi (2015) and Pengabdi Setan (2017) gained international acclaim. This quality jump created a demand for "video on demand" (VOD) content, setting the stage for streaming platforms.
Dangdut and Indie Music: While K-Pop dominates globally, Dangdut (a folk-pop genre with Indian, Arabic, and Malay influences) remains Indonesia's sonic backbone. However, via YouTube and TikTok, Indie bands like Hindia and Fourtwnty have exploded, often surpassing mainstream labels in viewership because of relatable, melancholic lyrics perfect for short-form video edits. Indonesia is TikTok’s second-biggest market
Indonesia is TikTok’s second-biggest market. Point to:
If YouTube is the living room, TikTok is the street market. Indonesia is one of TikTok’s largest and most active markets in the world. The format here is frantic, loud, and hyper-local. but in the creator economy
What works in Indonesian short-form popular videos?
At the heart of Indonesia's video revolution is the "rempong" culture—a term often used to describe something complicated or fussy, but in the creator economy, it refers to the elaborate, high-effort production values of local influencers.
Unlike the lo-fi aesthetic popular in the West, Indonesian audiences crave drama and spectacle. This is best exemplified by Jesselina Films, a TikTok powerhouse known for cinematic skits that rival television productions. With dramatic plot twists involving stepmothers, hidden wealth, and school rivalries, Jesselina Films has tapped into the guilty pleasure of millions, proving that short-form video can sustain long-form narrative arcs.
However, the spectrum is wide. On the other end of the scale is the wholesome, ASMR-style content of creators like Deddy Corbuzier. While technically a former magician and talk show host, his pivot to long-form podcasts and street food reviews has redefined engagement. His "mukbang" videos and interviews with controversial figures regularly garner millions of views, highlighting a national appetite for raw, unedited conversation over polished scriptwriting.
