Furthermore, the integration of Artificial Intelligence (AI) is becoming a major driver of digital behavior in Indonesia. Marketers and platforms are leveraging AI-led discovery, creative automation, and commerce integration, using tools like TikTok Shop, Google Performance Max, and Meta Advantage+ to create seamless entertainment and shopping experiences.

While trailing TikTok in pure volume, Instagram remains essential for celebrity-driven content. Indonesian actors and musicians use Reels to release behind-the-scenes clips of movie sets or concert prep, bridging the gap between high-budget cinema and raw, accessibility.

Meanwhile, . In 2025, total OTT subscriptions in Indonesia grew 17% to 26.8 million, and Vidio's nine planned 2026 originals, including Jakarta Undercover The Series and Bad Guys 2 , highlight its aggressive strategy and relevance.