While horror continues to be a reliable draw, an animated film stole the spotlight. JUMBO , produced by Visinema Studios, became a national phenomenon, attracting an estimated 9 to 10 million viewers and grossing over $20 million domestically. This success broke the ceiling for Indonesian animation, proving that local family films can compete on a massive scale.
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However, the nature of this influence is evolving. Indonesia is leading the way in performance-based campaigns, with rather than just brand awareness. This shift aligns with a growing demand for authenticity and tangible value. As Nicky Tirta , a former soap opera star who became a successful food content creator with 1.4 million followers, noted: "Acting taught me how to tell stories... social media became another platform to tell them, just more personal and spontaneous". While horror continues to be a reliable draw,
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While TikTok leads short-form video, Instagram Reels remains crucial for urban youth, influencers, and lifestyle brands. It serves as a secondary hub for polished, aesthetic video content. 2. Key Genres of Popular Videos in Indonesia