The creator economy in Indonesia is substantial. Top YouTubers earn millions from AdSense, brand deals, and merchandise. Platforms like TikTok have integrated Shop features, enabling direct sales of products (e.g., skincare, fashion, snacks) during live streams—a phenomenon called live shopping.
However, the government exerts notable regulation. The Indonesian Broadcasting Commission (KPI) and the Ministry of Communication and Information Technology (Kominfo) actively monitor online video content. Material deemed pornographic, blasphemous, or threatening to national unity (e.g., content related to separatism or racial discrimination) is removed swiftly. In 2023-2024, authorities cracked down on "online gambling promotion" videos disguised as entertainment, resulting in arrests of several creators. The creator economy in Indonesia is substantial
Often called the "King of All Media" in Indonesia, Raffi Ahmad is a former sinetron star who pivoted perfectly to the digital age. His channel, Rans, is a variety show that features celebrity gossip, family vlogs, and reality-style games. He is the bridge between old TV glamour and new media relatability. A single upload from Rans can trend at #1 across the country within hours. However, the government exerts notable regulation
While YouTube and Netflix hold the long-form space, the volume of popular videos in Indonesia is currently being dictated by TikTok. Indonesia is one of TikTok’s largest markets, and the content here has a flavor unique to the archipelago. In 2023-2024, authorities cracked down on "online gambling
Categories that dominate the short-form scene: