Local Indonesian content is now competing directly with global heavyweights for viewership.

For years, Dangdut (traditional folk music with heavy percussion) was seen as "kampungan" (hickish). Today, thanks to popular video platforms, it has made a massive comeback.

Moreover, analysis of YouTube "Entertainment" category reach in Q2 2025 shows as the leading figure, connecting with 24.7% of the category's audience . He is followed by major television networks TRANS7 OFFICIAL (18% reach) and Indosiar (12.2% reach), demonstrating how established media and individual creators coexist and compete in the digital space.