. While entertainment is the primary use, interest in OTT streaming services (e.g., Netflix, Vidio) saw a sharp decline in late 2025, falling from 48% to 14%. Self-Development: There is a surge in "productivity culture," with 87% of youth
Indonesian youth are fashion-conscious, with many young people keen to follow the latest trends and styles. Local brands such as Uniqlo and Zara are popular, as well as international brands such as Nike and Adidas. Beauty trends are also on the rise, with many young people interested in skincare and makeup. Korean beauty products, in particular, are extremely popular, with many young people following K-beauty routines and using products such as sheet masks and lip tints. Local brands such as Uniqlo and Zara are
Indonesia is one of the world’s most active social media markets. Youth spend an average of 8+ hours online daily, primarily via mobile devices. Indonesia is one of the world’s most active