Indonesia's social media ad reach hit 167.6 million in 2024. The country's advertising expenditure grew to Rp 144.0 trillion last year, with digital formats projected to claim a majority share by 2025.
Key Takeaways
- 2024: Indonesia’s ad reach on social platforms was 167.6 million (estimated count)
- 2024: Average monthly data usage per smartphone user in Indonesia was 13.7 GB (mean usage)
- 2023: Indonesia’s total data traffic reached 8.8 exabytes per month (mobile data traffic estimate)
- 2023: 24.6% of Indonesian households subscribe to cable TV or pay TV services (share)
- 2023: 58.1% of Indonesian households have access to radio at home (share)
- 2023: 23.9% of Indonesians aged 15+ are subscribers of pay TV (share of population)
- Rp 144.0 trillion Indonesia advertising expenditure in 2023 (nominal spend)
- Rp 124.1 trillion Indonesia advertising expenditure in 2022 (nominal spend)
- Indonesia’s OTT video revenues reached US$0.9 billion in 2023 (estimated consumer spend)
- 2023: Information and communications sector growth was 5.2% year-on-year (real growth)
- 2023: Publishing, printing and reproduction of recorded media revenue was Rp 145.7 trillion (gross value)
- 2023: Employment in the information and communications sector was 3.6 million workers (count)
- 2024: The Indonesian advertising market in digital formats is projected to exceed 50% share by 2025 (forecast share)
- 2024: Indonesia is expected to have 30 million esports viewers (estimated count)
- 2023: Indonesia’s e-sports revenue reached US$38 million (revenue estimate)
In 2023 to 2024, Indonesia’s media and advertising boom is driven by mobile and digital growth, with soaring ad spend.
Related reading
01 · Category
Digital Media Economics4 stats
01
2024: Indonesia’s ad reach on social platforms was 167.6 million (estimated count)
02
2024: Average monthly data usage per smartphone user in Indonesia was 13.7 GB (mean usage)
03
2023: Indonesia’s total data traffic reached 8.8 exabytes per month (mobile data traffic estimate)
04
2024: Indonesia’s mobile broadband penetration was 169% (active mobile-broadband subscriptions per 100 inhabitants)
Interpretation
Digital Media Economics Interpretation
Indonesia’s Digital Media Economics is being powered by massive connected audiences, with social ad reach hitting 167.6 million in 2024 and smartphone users averaging 13.7 GB per month, while total mobile data traffic expands to about 8.8 exabytes per month and mobile broadband penetration reaches 169% in 2024.
02 · Category
Audience & Reach4 stats
01
2023: 24.6% of Indonesian households subscribe to cable TV or pay TV services (share)
02
2023: 58.1% of Indonesian households have access to radio at home (share)
03
2023: 23.9% of Indonesians aged 15+ are subscribers of pay TV (share of population)
04
2023: 66.0% of Indonesian households use smartphones (share of households)
Interpretation
Audience & Reach Interpretation
For the Audience and Reach category, Indonesia shows a clear shift toward digital platforms as 66.0% of households use smartphones and 23.9% of people aged 15+ subscribe to pay TV, while traditional access remains broader for radio at 58.1% of households.
03 · Category
Market Size & Spending7 stats
01
Rp 144.0 trillion Indonesia advertising expenditure in 2023 (nominal spend)
02
Rp 124.1 trillion Indonesia advertising expenditure in 2022 (nominal spend)
03
Indonesia’s OTT video revenues reached US$0.9 billion in 2023 (estimated consumer spend)
04
Indonesia newspaper publishing industry revenue was US$0.3 billion in 2023 (estimated revenue)
05
Indonesia radio broadcasting industry revenue was US$0.2 billion in 2023 (estimated revenue)
06
Indonesia’s e-commerce ad spend share is forecast to grow from 15% to 22% of digital display ads between 2023 and 2025 (share forecast)
07
Indonesia’s music streaming revenue reached US$120 million in 2023 (estimated revenue)
Interpretation
Market Size & Spending Interpretation
Indonesia’s media market is expanding across both traditional and digital spending, with advertising rising from Rp 124.1 trillion in 2022 to Rp 144.0 trillion in 2023 while OTT video consumer spend hits US$0.9 billion and e commerce’s share of digital display ads is forecast to climb from 15% to 22% between 2023 and 2025.
More related reading
04 · Category
Media & Content Economics4 stats
01
2023: Information and communications sector growth was 5.2% year-on-year (real growth)
02
2023: Publishing, printing and reproduction of recorded media revenue was Rp 145.7 trillion (gross value)
03
2023: Employment in the information and communications sector was 3.6 million workers (count)
04
2023: Average monthly wage in information and communications was Rp 7.9 million (mean monthly earnings)
Interpretation
Media & Content Economics Interpretation
In 2023, Indonesia’s media and content economics showed solid scale with the information and communications sector growing 5.2 percent year on year and employing 3.6 million workers, while publishing, printing, and recorded media generated Rp 145.7 trillion in gross revenue and paid an average monthly wage of Rp 7.9 million.
05 · Category
Industry Trends4 stats
01
2024: The Indonesian advertising market in digital formats is projected to exceed 50% share by 2025 (forecast share)
02
2024: Indonesia is expected to have 30 million esports viewers (estimated count)
03
2023: Indonesia’s e-sports revenue reached US$38 million (revenue estimate)
04
2023: 80% of Indonesian brands used short-form video ads on at least one platform (share)
Interpretation
Industry Trends Interpretation
Indonesia’s industry trends show a fast shift to digital and short-form, with digital advertising projected to exceed 50% share by 2025 and 80% of brands already using short-form video ads, while esports also keeps expanding with 30 million viewers expected and revenue reaching US$38 million in 2023.
06 · Category
Regulation & Policy2 stats
01
2023: Indonesia’s Law on Copyright enforcement includes statutory damages and criminal penalties; the published law text sets maximum imprisonment and fines (penalty levels)
02
2024: Indonesia’s Personal Data Protection Law (Law No. 27/2022) introduces consent/processing obligations that apply to media platforms handling personal data (compliance requirement)
Interpretation
Regulation & Policy Interpretation
Indonesia’s Regulation and Policy landscape is tightening for media platforms as the 2023 copyright enforcement framework adds statutory damages and criminal penalties and the 2024 implementation of the Personal Data Protection Law No. 27/2022 increases consent and processing obligations.
report visual · Comparison
Indonesia’s media ecosystem: adoption and revenue indicators
Key signals across connectivity, pay TV/radio access, and media revenue show continued growth in Indonesia’s media consumption and industry scale.
Indonesia’s OTT video revenues reached US$0.9 billion in 2023 (estimated consumer spend)$0.9 billion
Rp 144.0 trillion Indonesia advertising expenditure in 2023 (nominal spend)
144.0
2023: 66.0% of Indonesian households use smartphones (share of households)
66%
2023: 24.6% of Indonesian households subscribe to cable TV or pay TV services (share)
24.6%
source-verifiedbps.go.id · idc.com · statista.com2023
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Aisha Okonkwo. (2026, February 13). Indonesia Media Industry Statistics. Gitnux. https://gitnux.org/indonesia-media-industry-statistics
MLA
Aisha Okonkwo. "Indonesia Media Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/indonesia-media-industry-statistics.
Chicago
Aisha Okonkwo. 2026. "Indonesia Media Industry Statistics." Gitnux. https://gitnux.org/indonesia-media-industry-statistics.
Sources & references
25 datasets cited across this report · attribution is report-level
+13 additional datasets cited (not shown individually)