屏幕、流媒体和滚动：2025年印度尼西亚媒体消费报告

Screens, streams, and scrolls: Mediaconsumptionin Indonesia 2025 How media usage is shifting among different generations. /Research reality Foreword In 2025, the media landscape in Indonesia is more dynamic and fragmented than everbefore, with content flowing across countless platforms and formats. Understanding when and where people engage with media has become essential foranyone seeking to connect with audiences in meaningful ways. This report offers a comprehensive look at current media trends in Indonesia, with aspecial focus on consumption patterns among Gen Z, analyzing three core areas: liveand on-demand TV, radio and podcasts, and social media, to uncover the nuancedbehaviors shaping how different age groups experience media today.” EdwardHutasoitGeneral Manager, YouGov Indonesia Explore our solutions Powered by theYouGov panel 30mregisteredpanel members The insights in this report are fueled by YouGov’s consumerresearch panel, which has 30 million registeredmembers from55+ markets. Every day, our members trust us with their data and opinions–enabling us to gain insights into behaviors and attitudes frompeople of all ages, backgrounds and beliefs. 55+markets Inclusion is essential for our members, our clients, and ourmission. We invest millions each year to ensure we can createtruly nationally representative online samples and access hard-to-reach groups. The Pew Research Centre concluded that YouGov “consistentlyoutperformed" other online competitor samples for accuracy. Explore our solutions Contents 1Media consumption trends in 2025 2Screens: Live & on-demand TV viewership 3Streams: Radio & podcasts listenership 4Scrolls: Social media usage 5Methodology Media consumptiontrends in 2025Tuned in or turned off? Majority ofIndonesiansengage in lightdaily mediaconsumption How many hours do you typically spend consuming mediaon an average weekday or weekend? Almost 3 in 4 Indonesians (74%)consume mediafor more than 1 houron a typical weekend. Get in touch for more data Gen Z are mostlikely toconsume 5+hours of mediaon a typicalweekday Gen Z provides extended ad exposureopportunities during both weekdaysand weekends. 85% of theolder generationsconsume media for less than 5 hourson a typical weekday, compared to74% of Gen Z. Gen Z are alsomost likely to besuperconsumers atthe weekend Almost 1 in 4 IndonesianGen Zconsume media for 5+ hours at theweekend (23%). Get in touch for more data Tracking Indonesia’s media habits in 2025 Media consumed in the last month: 21%read digitalnewspapersincreasing to 27%among oldergenerations▲ 49% 23% listened tothe radioincreasing to 31% amongolder generations▲ streamedvideo content(e.g. Netflix)increasing to 53%among Gen Z consumedsocial mediaincreasing to 87%among oldergenerations▲ 52%watched livetelevisionincreasing to 61%amongoldergenerations▲ 7% 57% read printnewspapersincreasing to 9%among oldergenerations listened to musicfrom a streamingservice(e.g. Spotify)increasing to 63% amongGen Z▲ Screens: Live &on-demand TVviewership Profile spotlight:Who are daily TV viewers in 2025? Male: 50%Female: 50% Gen Z are morelikely to watchlive TV for lessthan an hour In a typical day, approximately, how many hours do youspend watching live TV? Older generations are more likely towatch for 1-3 hours per daycompared to younger viewers. Get in touch for more data Streams:Radio &podcastlistenership Profile spotlight:Who are daily radio listeners in 2025? Male: 58%Female: 42% Compared tomale:53%,female:47%for onlinenatrep Almost 6 in 10radio listenerstune in for underan hour per day In a typical day, approximately, how many hours do you spendlistening to live or on-demand radio? 59% of Indonesian radio listeners listenfor up to 1 hour in a typical day,followed by 22% who listen forbetween 1-3 hours. Get in touch for more data Spotify isthe leadingstreamingservice inIndonesia Which audio service platforms have you used in the last month?Please select all that apply 6in 10 Indonesians use Spotify, 10Xmore than the next most used service,Apple Music (6%). Profile spotlight:Who are daily podcast listeners in 2025? Male: 47%Female:53% Compared tomale:53%,female:47%for onlinenatrep Almost halfofIndonesianpodcast listenersstream for underan hour per day In a typical day, approximately, how many hours do you spendlistening to podcasts? 32% listen for between 1-3 hours.45% of Gen Z podcast listeners tuneinfor more than an hour, significantly morethan older generations (34%). Get in touch for more data 2 in 5 podcastlisteners tunebefore goingto bed When do you usually listen to podcasts?Please select all that apply Younger podcast listeners are morelikely to listen to podcasts whileworking/studying or exercisingcompared toolder generationpodcast listeners. Scrolls: Socialmedia usage Profile spotlight:Who are daily social media users in 2025? Male: 46%Female: 54% YouTube andInstagram leadthe way amongIndonesian socia