Indonesians love to eat. The Mukbang (eating show) is massive. However, the local twist is the "Review Makanan Ekstrim" (Extreme food review). Creators eat ungodly spicy Sambal, live octopus, or massive platters of Nasi Padang while talking to the camera. Viewers watch less for the food and more for the host's pain tolerance.
Indonesia isn't just using YouTube; they are dominating it. According to recent data, Indonesians spend more hours per day on YouTube than almost any other country.
For a long time, YouTube was the king of Indonesian entertainment. Long-form content (10-20 minutes) ruled because creators mastered the art of the clickbait title and the intro panjang (long intro).
However, the last three years have seen a seismic shift toward TikTok and YouTube Shorts.
The result is a hybrid consumer. An Indonesian viewer might watch 40 minutes of long-form drama on YouTube in the morning, then scroll through 200 short "POV" skits on TikTok during their commute.
Indonesian food videos are a genre unto themselves. While Western ASMR focuses on whispers, Indonesian Mukbang focuses on texture.
The popular video economy in Indonesia is sophisticated. While AdSense revenue is high (Indonesia is a top-5 market for YouTube watch time), top creators diversify heavily.
Ivory Line. All rights reserved. © 2026
