These videos generate of monthly views. The production value is low, but the "amplitude" (emotional high and low) is off the charts. Trends Defining Popular Videos in Indonesia (2024-2025) To understand where the market is going, you must look at the current viral trends. 1. ASMR Makan (Eating Sounds) Indonesia is a foodie nation. ASMR videos of someone crunching kerupuk (crackers), slurping bakso (meatball soup), or deep-frying tempe are hypnotic. Creators like Ria SW have built empires simply by filming their dinner plate with a high-quality microphone. 2. POV (Point of View) Skits The "POV" format dominates TikTok. Indonesian creators are masters of the "Sosial Eksperimen" (social experiment). A popular video might show a POV of a ojek (motorbike taxi) driver who picks up a rude rich person, only for the driver to be revealed as the CEO of the company. These morality plays are wildly addictive. 3. Religious Content Indonesia is the largest Muslim-majority country. Islamic motivational speakers like Habib Husein Ja'far have become video stars. Their short clips—explaining how to deal with anxiety through prayer, or how to forgive an enemy—routinely get 20 million views. This blend of spirituality and entertainment is unique to the region. The Business Behind the Screen Why are global investors pouring money into Indonesian entertainment and popular videos ? Because the monetization is working.
You just need a story, a smartphone, and the chaotic, beautiful energy of the archipelago. These videos generate of monthly views
Shows like Gadis Kretek (Cigarette Girl) on Netflix became international sensations not because they mimicked Western tropes, but because they leaned heavily into specific Indonesian nostalgia: the Dutch colonial era, the clove cigarette industry, and forbidden love. Similarly, Cinta Mati on Viu introduced global audiences to the "mystery romance" genre, blending Javanese mythology with modern dating. Creators like Ria SW have built empires simply
Unlike Western markets where ad-blockers are common, Indonesian viewers embrace ads and "shoppable videos." On platforms like and Tokopedia , popular videos are actually product demonstrations. A streamer doesn't just sell a lipstick; she does a 10-minute live tutorial on how to wear it for a wedding, and the "Buy Now" button floats next to her face. and the chaotic