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YouTube users in Indonesia are gravitating to the educational over entertainment. In a February 2017 survey, research firm JakPat found that tutorial channels were the most popular type of channel among YouTube users in the country, more than those run by YouTube personalities, entertainment studios or celebrities.
JakPat found that 54.0% of respondents who subscribed to any YouTube channel signed up for tutorial-focused content. In comparison, just over half (50.3%) subscribed to personal or YouTube artist channels, while 35.0% subscribed to channels produced by entertainment studios, TV shows or production houses.
YouTube users in Indonesia appear to be relying on the platform to realize one of the long-heralded promises of the internet—increased access to information. There’s already sizable audiences for that type of content. eMarketer estimates that 75.9 million people in the country will watch digital video regularly this year, up 13.9% from 2016.
JakPat also found that, while only 14% of respondents uploaded their own content to YouTube, tutorials were the most common type of video shared. In fact, 43.4% of uploaders had shared a tutorial video, more than the 41.1% who had uploaded a review or snippets of daily life (37.3%).
YouTube viewing is already a well-entrenched habit among internet users in Indonesia. According to September 2016 data from Kantar TNS, 89% of web users in the country use the platform.
One of YouTube’s main advantages over other video-on-demand (VOD) platforms is that it’s free. Data released by Digital TV Research last October indicates that just 200,000 people in the country had signed up for a subscription VOD service. That’s a tiny sliver of Indonesia’s total population, which was projected to hit 260.6 million in 2016, according to United Nations data.
Paid media advertising outlays worldwide will increase 7.3% in 2017 to $583.91 billion. Growth will be roughly on par with previous estimates, and spending will rise at a steady pace throughout the forecast period, driven by increased investments in digital and mobile ads.
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