Trends to watch:

2024 is the year of the "vertical drama." Inspired by Chinese mini-series (like ReelShort), Indonesian producers are now making 1-minute cliffhanger episodes shot vertically for TikTok and Reels. These are hyper-dramatic, cheap to produce, and highly addictive.

Dangdut has undergone a renaissance. The "Copet" (Thief) viral sensation became a global meme, but in Indonesia, it was a hit. Platforms like Indosiar’s Live Streaming of dangdut competitions draw millions of concurrent viewers. Young musicians are taking traditional dangdut instruments and mixing them with trap beats on TikTok, creating a genre known as Dangdut Vibes.

Post-pandemic, the Indonesian film industry has seen a resurgence. Local films now frequently dominate the box office, outperforming Hollywood imports.

Platforms like Viu, WeTV, and YouTube Originals produce local-language series targeting young adults. Hits like My Lecturer My Husband (drama-romance) and Cek Toko Sebelah (comedy-drama) showcase high production values and bingeable storytelling.

If YouTube is the library, TikTok is the night market. It is loud, chaotic, creative, and incredibly viral. Indonesia is one of TikTok’s largest markets globally, and the app has fundamentally changed how music and comedy are marketed.

TikTok Trends specific to Indonesia:

Popular videos have created a thriving creator economy:

Government initiatives (e.g., #BanggaBuatanIndonesia) encourage local digital content, but copyright infringement and clickbait remain challenges.

While Jakarta Indonesian (Bahasa Gaul) dominates, platforms are seeing a surge in localized content. Videos in Javanese, Sundanese, and Bataknese are becoming popular because they feel more authentic. Comedians using thick Medan or Surabaya accents are breaking through the national algorithm.