Streams & Screens: Indonesia
Unlocking Indonesian Viewing Behavior and Ad Engagement
Based on a national survey of over 800 Indonesian streamers, Streams & Screens: Indonesia uncovers critical insights into viewing habits, ad receptivity, second-screen behavior, and the rising influence of livestreaming—helping brands build strategies that resonate with consumers.
Key Findings
Streaming Is Booming, and Viewers Want More: Indonesia’s streaming ecosystem continues to grow, with 83% of respondents reporting they stream more than they did a year ago. Additionally, despite already using an average of six services, 68% of streamers plan to sign up for at least one new platform this year.
CTV Is a Shared, High-Attention Channel: 73% of Indonesian streamers use CTVs, with 84% co-viewing alongside others the majority of the time. This collective viewing results in greater attention to ads, with 71% saying co-viewed ads feel more memorable.
Live Streaming Is Another Opportunity to Engage: 87% of viewers live stream content (e.g., sports and events) at least once a month, and nearly two-thirds 65% have taken action after seeing an ad during a live event. Ads during live content are often considered even more exciting and relevant than those occurring elsewhere.
Cross-Device Synergy Enhances Effectiveness: Indonesian streamers are highly connected across screens. 58% use a second device (e.g. smartphone) while watching CTV, with over a third (38%) actively interacting with ads in real time. Additionally, 86% are more likely to take action after seeing the same ad across multiple devices.
With ad-supported streaming now mainstream in Indonesia, advertisers have a clear opportunity to engage audiences at scale. Download the full report to learn more about how to craft impactful streaming campaigns tailored to the behaviors and preferences of Indonesian audiences.
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