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Platforms (YouTube, TikTok) are US/Chinese-owned. Their content guidelines, demonetization policies, and trending pages are not designed for Indonesian contexts. For example, a video of a traditional Torajan funeral ceremony (featuring bones) can be flagged as "gore," while a video of a Western Halloween prop is not.

Indonesian content creators have gained significant followings on social media platforms, producing a wide range of content, from music and comedy to beauty and lifestyle. Some popular Indonesian YouTubers and TikTokers include:

Several factors have aligned to create a perfect storm for the explosion of popular videos in Indonesia:

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