: These are top-performing categories on platforms like TikTok and YouTube.
Indonesia is consistently one of YouTube's top global markets for watch time. The platform has produced an entire generation of "YouTubers" who are bigger than movie stars. Consider Ria Ricis (a former sinetron actress) and the Gen Halilintar family. Their content—pranks, vlogs, "challenges," and lavish family life exposés—routinely scores tens of millions of views. The format is intimate yet spectacular: a 20-minute vlog of a celebrity buying a new house or pulling a prank on their sibling is the prime-time soap opera of Gen Z Indonesia. The "Ricis" style has spawned countless imitators, creating a formula of loud editing, repetitive jump cuts, and emotionally exaggerated reactions that has become the lingua franca of Indonesian online video. : These are top-performing categories on platforms like