A major criticism of old Indonesian media was its Jakarta-centric view. The internet has decentralized that. Popular videos now reflect the archipelagic nature of the nation.
This diversity means that a "popular video" in Aceh might be a Qasidah (Islamic music) cover, while in Bali, it’s a techno DJ set at the beach. National algorithms are increasingly forced to cater to these regional tastes through localized For You Pages.
If you want to guarantee a "popular video" status in Indonesia, add a ghost. A major criticism of old Indonesian media was
Indonesia has a deep-rooted belief in the supernatural ( Kuntilanak, Genderuwo, Pocong ). Consequently, horror is the most profitable genre for popular videos.
For the international observer, trying to understand why a specific popular video is viral in Jakarta but not in New York comes down to three concepts: This diversity means that a "popular video" in
"Creative Industries and Digital Media in Indonesia: Between Precarity and Optimism" (edited volume, ISEAS, 2022) – chapters by Barker, Baulch, and Jurriëns
"From Indies to Instagram: The Labor of Influencers in Indonesia" by Emma Baulch & Alfarizy (2020, Media International Australia) "Creative Industries and Digital Media in Indonesia: Between
What makes an Indonesian video "popular"? Usually, laughter. However, the taste in comedy is shifting.
For the last five years, "Cringe Comedy" (genuinely awkward, poorly acted, but ironically funny) ruled platforms like LAPOR PAK! (a viral complaint page). However, the new wave is the Stand-Up Comedy spillover. Comedians like Raditya Dika and Mongol Stres turned their stage sets into YouTube popular videos. These "podcast-vlogs" feature four comics sitting on a worn sofa, discussing ghost stories and warteg (street food stalls) for two hours. These unedited, raw conversations regularly top the charts, outpacing polished Hollywood trailers.