Indonesia is a pioneer in "Shoppertainment." Entertainment videos are no longer just for viewing; they are for interacting. TikTok Live & Shopee Live

Currently, the hottest genre is "Asmr Makan" (Eating ASMR). Indonesian Pecel Lele (fried catfish with peanut sauce) and Cobek videos—where a creator crushes chilies and tomatoes in a stone mortar—generate hypnotizing levels of engagement. The sound of the ulekan (mortar) is a comforting ASMR that resonates with every Indonesian diaspora member.

: Dominates daily engagement, with Indonesians averaging over 38 hours per month on the app.