To understand , you must first understand the smartphone. Indonesia is a mobile-first nation. According to recent reports, the average Indonesian spends over 8 hours a day looking at a screen, with a significant chunk dedicated to streaming video content.

Reality TV and game shows are also popular in Indonesia, with shows like "Indonesia Idol" (RCTI), "The Voice Indonesia" (SCTV), and "X Factor Indonesia" (Indosiar). These shows feature talented contestants competing in singing, dancing, or other challenges, and are often hosted by well-known Indonesian celebrities.