Time spent with media in Indonesia in 2018

For 2017 and 2018, it was forecasted that Indonesians would spend more time on the internet and television daily, and less time listening to the radio or reading newspapers. As one of the fastest-growing populations of internet users in Asia, the number of hours spent on the internet per day has already overtaken the time spent daily watching television, making it the most popular form of media in Indonesia.

Internet as the media of choice

As of 2018, 79 percent of the Indonesian population were using the internet daily , spending an average of 8.6 hours a day on the internet. The availability of free video-sharing sites such as YouTube, and both free and subscription-based video and music streaming sites have resulted in online media replacing the functions of television and radio; as of January 2018, 21 percent of Indonesians watch videos online every day.

Increase in digital advertising

The displacement of other forms of traditional media by the internet has had ramifications on the advertising industry in particular. Whereas print and television advertisement used to make up the bulk of advertising expenditure, digital advertising will increasingly be taking a larger share of advertising expenditure in Indonesia. With the digital buyer penetration estimated to reach about 86 percent by 2023, brands would be wise to start focusing on the digital side of marketing in Indonesia.