. The market is characterized by a unique blend of high-budget cinematic horror, viral e-sports content, and a thriving creator economy that bridges traditional and digital media. Campaign Indonesia Popular Videos and Trending Creators Indonesia has over 12 million content creators
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Indonesian entertainment has undergone a significant transformation in the digital age, moving from traditional television-dominated content to a diverse ecosystem of popular videos on streaming platforms and social media. This paper examines the key characteristics of contemporary Indonesian entertainment, focusing on the roles of YouTube, TikTok, and Netflix in shaping popular video content. It analyzes how genres such as sinetron (soap operas), stand-up comedy, and vlogs reflect local cultural values while adapting to global digital trends. The study also explores the participatory culture of Indonesian audiences and the regulatory challenges posed by this rapid digitalization.