Popular videos are not limited to UGC. Premium OTT platforms have heavily invested in local-language original productions.
| Title (Example) | Platform | Genre | Impact | | :--- | :--- | :--- | :--- | | Cigarette Girl (Gadis Kretek) | Netflix | Period drama/romance | International acclaim; showcased Indonesian history and culture. | | The Big 4 | Netflix | Action/comedy | One of the most-watched non-English films globally in its release week. | | Ratu Adil | Viu | Fantasy/drama | Demonstrated strong local appetite for world-building. | | Layangan Putus | WeTV | Family drama | Broke viewership records for a web series; sparked real-world discussions. | Popular videos are not limited to UGC
Trend: “Sinetron 2.0” – moving away from 300-episode formulaic soap operas to tighter, 8–16 episode seasons with cinematic production values. The most lucrative trend right now is "Liveshop"
| Trend | Description | |-------|-------------| | Prank content | Street pranks (often chaotic, family-friendly) by creators like Fiki Naki. | | Gaming live streams | Mobile Legends, Free Fire, and PUBG with Indonesian commentators. Top streamers: Jess No Limit, Beatrix. | | ODGJ videos | (Orang Dengan Gangguan Jiwa) – controversial trend of filming people with mental illness for comedy (now heavily criticized). | | Challenges | #SayaPilihBumi (eco challenge), #DirumahAja (COVID era), dance challenges to dangdut remixes. | | Koplo & Remixes | House music + dangdut + TikTok edits – often used for fashion transitions or comedy skits. | they are sales funnels.
The most lucrative trend right now is "Liveshop" (Live Shopping). A creator will pause their comedy skit to hold up a bottle of lotion. Viewers click a popping bubble on the screen, buy the lotion without leaving the video, and the creator mentions their name. This "Entertainment to Commerce" pipeline is why TikTok merged with Tokopedia in Indonesia. Popular videos are no longer just art; they are sales funnels.