While Indonesia's media industry might seem like a nostalgic portrait of television and radio dominance, a closer look at 2023's IDR 55 trillion in ad spend reveals a market in dramatic flux, where traditional broadcasters like RCTI, with its 22.1% urban viewership, fiercely compete with the 125 million Indonesians on TikTok and a digital ad sector that now commands over half of all media expenditure.
Key Takeaways
- In 2023, Indonesia's television industry generated revenue of IDR 45.2 trillion, marking a 4.5% year-on-year growth driven by advertising and subscription fees
- As of 2022, there were approximately 12 national free-to-air TV stations in Indonesia, with Trans TV holding a 15.2% audience share in prime time
- In Q4 2023, RCTI achieved the highest viewership with 22.1% share among urban audiences aged 15-54
- In 2023, radio listenership in Indonesia averaged 2.8 hours per day per person, highest in urban Java
- There were 1,200 licensed radio stations across Indonesia in 2022, with 65% in Java island
- Radio advertising revenue totaled IDR 3.1 trillion in 2023, down 2% YoY due to digital shift
- In 2023, newspaper circulation in Indonesia totaled 8.5 million copies daily, down 5% YoY
- Kompas daily newspaper had the highest circulation at 1.2 million copies per day in 2022
- Magazine market revenue was IDR 1.8 trillion in 2023, with lifestyle titles leading
- In 2023, Indonesia had 92 million internet users accessing news sites, 34% of population
- Online video consumption averaged 2.5 hours daily per user in Indonesia 2023
- TikTok had 125 million users in Indonesia, 57% monthly active for media in 2023
- In 2023, total media ad expenditure in Indonesia reached IDR 55 trillion, up 12% YoY
- Digital ads accounted for 52% of total media ad spend at IDR 28.6 trillion in 2023
- TV advertising dominated traditional media with IDR 12.5 trillion spend in 2023
Indonesia's media industry grows robustly, led by television dominance and rising digital ad revenue.
Advertising
- In 2023, total media ad expenditure in Indonesia reached IDR 55 trillion, up 12% YoY
- Digital ads accounted for 52% of total media ad spend at IDR 28.6 trillion in 2023
- TV advertising dominated traditional media with IDR 12.5 trillion spend in 2023
- Programmatic ad buying grew 35% to 40% of digital ad market in 2023 Indonesia
- Social media ad revenue hit IDR 18 trillion, led by Meta platforms 2023
- Out-of-home (OOH) ad spend rose 8% to IDR 2.2 trillion in 2023 recovery
- E-commerce platforms captured 25% of digital ad budgets in 2023
- Influencer marketing expenditure totaled IDR 4.5 trillion in 2023
- Search ads on Google generated IDR 8.2 trillion revenue in Indonesia 2023
- Cinema advertising rebounded to IDR 450 billion post-pandemic 2023
- Retail media networks ad spend grew 50% to IDR 3.1 trillion in 2023
- Native advertising share in digital rose to 28% of spend 2023
- FMCG brands allocated 35% of ad budgets to TV and digital combo 2023
- OTT video ads reached IDR 2.8 trillion, up 45% YoY in 2023
- Political ads during 2024 elections projected at IDR 10 trillion across media
- Gaming ads generated IDR 1.2 trillion in esports media 2023
- Audio ads on podcasts and streaming hit IDR 650 billion 2023 growth
- Brand safety issues affected 12% of digital ad budgets in 2023 audits
- Cross-media campaigns averaged IDR 500 million per major brand 2023
- Mobile in-app ads dominated with 65% of digital spend IDR 18.6T 2023
- Print ads declined to 8% share IDR 4.4 trillion total media 2023
- CTV ad impressions grew 60% to 15 billion in Indonesia 2023
- Radio ads stabilized at IDR 3.2 trillion despite digital competition 2023
Advertising Interpretation
Indonesia's media landscape in 2023 was a vibrant, sometimes chaotic bazaar where digital market stalls finally outsold the old town square, but the real story was in the bustling side-alleys of programmatic buying, social media bartering, and an eager crowd of influencers, gamers, and streaming listeners all demanding their share of the IDR 55 trillion pie.
Digital Media
- In 2023, Indonesia had 92 million internet users accessing news sites, 34% of population
- Online video consumption averaged 2.5 hours daily per user in Indonesia 2023
- TikTok had 125 million users in Indonesia, 57% monthly active for media in 2023
- YouTube viewership reached 4.1 hours weekly per user, highest globally 2023
- Digital media ad revenue surged to IDR 28 trillion in 2023, 52% of total ad market
- 78% of Indonesians used social media for news daily in 2023 Reuters report
- Detik.com topped news sites with 150 million monthly visits in 2023
- Streaming platforms like Vidio had 15 million subscribers in 2023
- Instagram Reels engagement grew 40% YoY to 2.8 billion views monthly 2023
- Online news readership penetration was 62% among urban adults 2023
- Kompas.com averaged 100 million pageviews monthly in 2023
- Podcast listeners numbered 35 million monthly in Indonesia 2023
- Facebook news consumption reached 95 million users weekly 2023
- Online gaming media sites attracted 50 million unique visitors monthly 2023
- Tempo.co digital traffic up 25% to 45 million visits monthly 2023
- Short-form video platforms captured 70% of under-25 media time 2023
- CNN Indonesia site had 30 million monthly users in 2023
- Digital subscription models generated IDR 1.5 trillion for news sites 2023
- WhatsApp used by 88% for sharing news content in 2023 survey
- Okezone.com recorded 80 million pageviews monthly in entertainment 2023
Digital Media Interpretation
Indonesia is a nation scrolling at warp speed, where traditional news sites cling to relevance like life rafts as a tsunami of short-form video, messaging apps, and digital ads—worth a colossal IDR 28 trillion—redefines attention, authority, and how 92 million internet users get their daily fix.
Print Media
- In 2023, newspaper circulation in Indonesia totaled 8.5 million copies daily, down 5% YoY
- Kompas daily newspaper had the highest circulation at 1.2 million copies per day in 2022
- Magazine market revenue was IDR 1.8 trillion in 2023, with lifestyle titles leading
- There were 320 registered newspapers in Indonesia in 2022, 40% dailies
- Tempo magazine weekly sales reached 150,000 copies in 2023
- Average newspaper ad revenue per page was IDR 15 million in 2023 major titles
- Jawa Pos led regional newspapers with 800,000 circulation in East Java 2023
- Print media employment declined to 25,000 jobs in 2022 from 30,000 in 2019
- 42% of Indonesians read print news weekly in 2023, mostly ages 35+
- Femina magazine had 120,000 monthly copies sold in 2023 women's segment
- Newspaper digital replicas reached 2.5 million subscribers in 2023
- Suara Merdeka printed 450,000 copies daily in Central Java 2023
- Print ad spend fell 12% to IDR 4.2 trillion in 2023
- Gatra news magazine circulation dropped to 80,000 in 2023
- 65% of print production costs were newsprint in 2023 amid price hikes
- Tribun daily network totaled 1.5 million circulation across 30 editions 2023
- Lifestyle magazines like Her World sold 90,000 copies monthly 2023
- Print media recycling rate reached 72% in major cities 2023
- Pikiran Rakyat Bandung had 350,000 daily readers 2023
- Business magazines like Investor reached 60,000 subscribers 2023
- Print newsstand sales declined 15% to 3 million units daily 2023
Print Media Interpretation
While still commanding armies of loyal readers, Indonesia's print media is fighting a tenacious two-front war against digital upstarts and soaring paper costs, proving that ink-stained resilience is measured not just in millions of circulation but in the fierce loyalty of its surviving strongholds.
Radio
- In 2023, radio listenership in Indonesia averaged 2.8 hours per day per person, highest in urban Java
- There were 1,200 licensed radio stations across Indonesia in 2022, with 65% in Java island
- Radio advertising revenue totaled IDR 3.1 trillion in 2023, down 2% YoY due to digital shift
- Prambors FM held 18.5% market share in Jakarta metro area in 2023
- 45% of Indonesians aged 25-44 listened to online radio weekly in 2023
- Hard Rock FM achieved 12.3% listenership share in urban males 18-34 in 2023
- National radio network coverage reached 88% of population in 2022
- Radio Gaula topped music segment with 14.7% share in 2023 Nielsen data
- Average radio ad spot cost was IDR 20 million during drive time in major cities 2023
- 32 million Indonesians used car radios daily in 2023 traffic surveys
- RRI Pro 1 news network had 22% national listenership in 2023
- Digital radio (DAB+) trials covered 5 major cities with 1.2 million listeners by 2023
- Female listenership to talk radio grew 8% to 28% share in 2023
- Elshinta FM dominated news radio with 16.8% Jakarta share 2023
- Radio industry employed 45,000 people in Indonesia 2022
- 55% of radio content was local language in eastern Indonesia 2023
- Gen FM youth station reached 11.5% share ages 15-24 in 2023
- Radio revenue from events and sponsorships hit IDR 800 billion in 2023
- 67% of Indonesians discovered music first via radio in 2023 survey
- Bahana FM religious station had 9.2% share in Sumatra 2023
- Online streaming boosted radio reach by 25% to 50 million listeners 2023
- Trax FM dance music station grew 6% to 10.1% urban share 2023
- Public radio funding from government was IDR 1.2 trillion in 2023
Radio Interpretation
While Java's airwaves are crowded with 1,200 stations fighting for ears and a slightly shrinking pot of ad money, radio's soul endures, as it remains the nation's primary music discovery tool, a resilient local employer, and a surprisingly adaptable medium now whispering through traffic jams and shouting via online streams.
Television
- In 2023, Indonesia's television industry generated revenue of IDR 45.2 trillion, marking a 4.5% year-on-year growth driven by advertising and subscription fees
- As of 2022, there were approximately 12 national free-to-air TV stations in Indonesia, with Trans TV holding a 15.2% audience share in prime time
- In Q4 2023, RCTI achieved the highest viewership with 22.1% share among urban audiences aged 15-54
- Indonesia's TV advertising market size reached USD 2.8 billion in 2023, accounting for 45% of total media ad spend
- By 2027, pay-TV subscribers in Indonesia are projected to grow to 18 million, up from 14.5 million in 2022, at a CAGR of 4.4%
- In 2023, 68% of Indonesian households owned smart TVs, enabling streaming services integration
- SCTV recorded 1.2 billion viewer minutes in February 2024 during primetime slots
- The average daily TV viewing time per person in Indonesia was 4.2 hours in 2023, highest among ASEAN countries
- In 2022, local content production for TV cost averaged IDR 500 million per episode for dramas
- TV penetration in rural Indonesia stood at 78% in 2023, compared to 95% in urban areas
- GTV's audience share grew by 3.1% to 8.7% in 2023 due to sports programming
- In 2023, 42% of TV ad budgets shifted to connected TV (CTV) platforms
- ANTV broadcasted over 5,000 hours of local news content annually in 2023
- Indonesia's terrestrial TV stations covered 92% of the population in 2022
- iNews TV saw a 12% increase in youth viewership (15-24) to 11.5% share in 2023
- In 2023, drama series accounted for 55% of primetime TV ratings in Indonesia
- Pay-TV ARPU in Indonesia averaged USD 8.5 per month in 2023
- 25 million Indonesians accessed TV via mobile devices in 2023, up 18% YoY
- Trans7's news programs captured 14.3% market share in 2023
- TV industry employment in Indonesia reached 150,000 jobs in 2022
- In 2023, 35% of TV content was imported, mainly from South Korea and India
- MNC TV's variety shows generated 9.2% audience share in 2023
- Digital terrestrial TV (DTT) adoption hit 65% in urban areas by end-2023
- Average TV ad spot cost on national channels was IDR 150 million in primetime 2023
- RTV Indonesia reached 7.8% share with religious programming in 2023
- 52% of Indonesians preferred live sports on TV over streaming in 2023 survey
- TV revenue from subscriptions grew 7.2% to IDR 12 trillion in 2023
- Berita Satu had 4.1% news audience share in 2023
- 78 million TV households in Indonesia as of 2023 census data
Television Interpretation
Even with streaming at the door and a phone in every hand, Indonesia's television industry proves it's still very much alive and well, commanding massive ad spend, dominating daily attention for over four hours a person, and evolving through smart TVs and sports broadcasts, all while local dramas costing a small fortune per episode continue to capture the nation's prime-time heart.
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