Year In Review 2025: The Golden Year of Streaming in Indonesia, Local Content Dominates Digital Screens

Kapanlagi.com - KLovers, the year 2025 can be considered a golden moment for the streaming industry in Indonesia. Changes in viewing habits, the massive adoption of digital technology, and the growing appeal of local content have transformed streaming platforms into the primary medium for entertainment consumption in the country.

From the summary of internal Vidio data throughout 2025, there is a clear significant acceleration compared to the previous year. As the largest OTT platform in Indonesia, this achievement also reflects the dynamics of streaming consumption at a national level. Throughout 2025, the total viewing duration recorded an increase of more than 34% compared to 2024.

Not only that, the duration per watcher also experienced a growth of 22%. This figure indicates that audience engagement with OTT services is becoming stronger, further affirming the position of streaming as part of the daily entertainment of the public. On the other hand, the base of paying customers in this industry continues to expand and has now surpassed millions of active customers across Indonesia.

1. Audience Penetration Expands, Engagement Strengthens Across All

Sharp Spike in Female Viewers, Followed by Solid Growth from Male Viewers

The growth of streaming is reflected in the increasingly equal participation across demographics. Female viewers recorded significant growth, with watchers up +31% YoY and a much higher increase in viewing duration, which is +89% YoY. This is followed by stable growth from male viewers, with watchers up +6% and viewing duration increasing by +24% YoY. This indicates that streaming has now become an inclusive and relevant entertainment medium for various gender groups.

Major Cities Remain the Driving Force, Regions and Locals Also Grow

Geographically, major cities like Jakarta, Bandung, and Surabaya remain the main contributors to the growth in viewing duration with an increase of over 30% annually. However, equally important is the strengthening consumption in various other regions, from Bali, Central Kalimantan, East Kalimantan, West Sumatra, to North Maluku, indicating an expanding access and adoption of streaming nationally.

Gen Z Takes Over: The Most Influential Generation in Indonesian Streaming

The younger generation, especially Gen Z, emerges as the main driver of streaming growth. This group is not only active in consuming content but also in shaping trends, conversations, and genre preferences. Viewers under 17 years old recorded +78% watchers and +145% viewing duration, while the 18-24 age group grew +65% watchers with a surge in duration of nearly 3 times (+190% YoY).

2. Device Flexibility Becomes Key to Viewing Experience

Streaming growth throughout 2025 occurs evenly across various devices. The use of mobile applications remains the backbone, with significant increases in iOS soaring +75% YoY, and Android rising +31% YoY.

On the other hand, consumption through Smart TVs recorded a +34% increase, reflecting a shift towards a more personal and immersive viewing experience on larger screens.
This combination emphasizes that viewers now desire the freedom to choose how, when, and on what device to enjoy content.

3. Local Content Strengthens, Becomes Mainstream Consumption

One of the most notable findings throughout 2025 is the strengthening dominance of local content. Stories, characters, and rivalries that resonate with the daily lives of Indonesians have proven to be the main drivers of growth, while breaking the long-held assumption that international content like K-Dramas or Hollywood is always the top choice.

Industry-wide, the viewing duration shares show the dominance of local content across various categories:
Series: more than two-thirds of viewing duration comes from local productions
Film: over 60% of the duration is dominated by Indonesian films
Sports: more than 87% of consumption comes from local competitions and sports

This trend reinforces that Indonesian viewers are increasingly seeking emotional closeness, cultural relevance, and local representation in digital entertainment.

4. Sports Remain Dominant, Local Strong and Global Complements

Sports categories remain one of the strongest pillars of the streaming industry. Local competitions contribute the majority of viewing duration, while global sports leagues and IPs serve to complement viewer choices. The loyalty of football fans and other competitive sports continues to drive high consumption, including in live and PPV formats.

The combat sports genre has emerged as one of the surprises this year, with a significant spike in PPV transactions and cross-country audience reach in the Asia region. This phenomenon reflects the growing appetite of Indonesian audiences for increasingly diverse sports entertainment formats.

5. Vidio's Role in the Indonesian OTT Landscape 2025

As the Number One OTT platform in Indonesia according to the latest Media Partner Asia report, Vidio has become one of the main references in reading the dynamics of this industry. Throughout 2025, Vidio recorded various achievements that reflect the overall growth trends of the industry, from user growth, local content performance, to recognition at regional and international levels.

6. Sports Remain at the Forefront: Strong Locally, Complementing Globally

Various genres and titles emerge as growth engines, consistently recording increases in sports, original series, and films.

- BYON Combat Becomes an Asian Sensation, PPV Breaks All-Time Record

Beyond football, the combat genre has experienced a surprising surge. BYON Combat recorded a +116% increase in PPV transactions compared to 2024. This performance makes BYON Combat one of the fastest-growing sports content, reflecting the expanding preferences of Indonesian audiences for more varied and spectacular sports entertainment. The reach of this sport is not only in Indonesia but also in Malaysia and other parts of Asia. This year, BYON Combat Showbiz Vol. 5 made history with 536 thousand PPV transactions, and garnered over 1.7 million watchers, setting the highest record in the fighting category in Asia.

- Sports Remain King

Amidst the strong dominance of local content, Vidio also serves as a home for world-class Sports IP. Elite leagues such as the BRI Super League, Premier League, UEFA Champions League, LaLiga, and Serie A contribute up to 60% of sports viewing duration, affirming the loyalty of Indonesian football fans and Vidio's position as the primary destination for premium sports broadcasts.

Original Series, Films, and TV Shows dominate the performance of Vidio's content pillars throughout 2025.

7. Original Series Leading

- The Betting The Series 3, Scandal 3 The Final & Sexiest, and Forbidden Ties dominate the top shows lineup of 2025.

- The Betting The Series confirms its status as the biggest action series in Indonesia: 86 million+ views (Season 1–2) and 22 million+ views in <2 weeks for Season 3.

Favorite TV Show of the Audience
The teen drama genre serves as the main magnet through Gen Z Romance.

Films that Capture Attention
- Azzamine stands strong as the audience's favorite romance film.
- Crazy Friends appears as a horror-comedy about three friends on a chaotic inheritance mission, enriching the variety of local film genres.

Licensing Continues to Shine
The Turkish drama Kuma: The Second Wife becomes a phenomenon with 100 million+ minutes of viewing duration. The Korean drama S Line also captures attention as a mysterious phenomenon that goes viral organically and explodes unexpectedly.

In addition to strong content performance, Vidio's achievements in 2025 are also reflected in various forms of industry recognition, including:
- Surpassing 5 million subscribers according to the MPA Q3 2025 report, marking an important milestone in Vidio's national expansion.
- Best Southeast Asian Drama Series at the Asian Television Awards for Bad Guys.
- Best Live Sports Coverage for BYON Combat Showbiz Vol. 5.

8. Momentum Marketing 2025: A New Narrative "More Than Entertainment" & High Enthusiasm for Vidio Film Competition

In addition, through the brand campaign "More Than Entertainment", Vidio encourages the role of streaming as a space for connection and creative growth. The Vidio Film Competition, held for the first time in 2025, successfully gathered more than 700 short film ideas from across Indonesia, reflecting the high interest and potential of young national filmmakers.

Teguh Wicaksono, Chief Marketing Officer of Vidio, stated:
"The growth occurring in this industry reflects a significant change in how Indonesian society enjoys entertainment. Culturally relevant content, flexible viewing experiences, and space for local creativity are important factors in driving audience engagement. Moving forward, the challenge is how all industry players continue to innovate and maintain quality so that streaming can grow sustainably."

With this foundation, the Indonesian OTT industry enters 2026 with renewed optimism, opening more opportunities for creators, viewers, and cross-ecosystem collaborations, as the position of local content strengthens on the digital stage.

With these achievements, 2025 can rightly be called the year of the triumph of Indonesian local content streaming. This positive trend also showcases the great potential of the country's digital entertainment industry, which continues to grow and increasingly finds a place in the hearts of viewers.

(kpl/prl/cvn)