Indonesia Online Media Market Projected to Reach Rp 196 Trillion by 2027

JAKARTA, KOMPAS.com – The value of the online media economy in Indonesia is expected to rise over the coming years. The e-Conomy SEA 2025 report projects the national online media market could reach USD 10 billion–USD 12 billion, or around Rp 163 trillion to Rp 196 trillion, in the 2026–2027 period. However, behind that economic potential, much of the monetisation of digital content still flows to global platforms. This condition means the economic value generated from Indonesians’ digital consumption has not been fully enjoyed by domestic industry players. The findings were highlighted at Media Update 2026, organised by Telkom Group’s subsidiary, PT Nuon Digital Indonesia, in Jakarta last week. Indonesia itself is one of the largest digital markets in Southeast Asia, with more than 190 million digital consumers and around 175 million active gaming players; digital content consumption continues to rise each year. “We bear a mandate to reduce value leakage while ensuring the national digital ecosystem grows autonomously and sustainably,” said Aris Sudewo, CEO of Nuon Digital Indonesia, in a press release, cited on Sunday (8 March 2026). According to Aris, Indonesia cannot merely be the largest digital market in the region. The national digital ecosystem also needs to strengthen its ability to create and retain economic value domestically. “Indonesia should not just be the largest digital market. We must be the host in our own country,” he said. Therefore, the company places itself at these two points, by integrating intellectual property (IP) development, distribution of platforms, digital payment systems, and the utilisation of consumer behaviour data within a single ecosystem. Nuon leverages the Telkom Group ecosystem, which includes more than 158 million mobile users and around 11 million broadband-using households. In addition, there is an additional addressable market potential of around 182 million mobile users and more than 4 million broadband households. “The key strength of Nuon lies in mastering the nodes of digital distribution. With the largest connectivity infrastructure in Indonesia behind us, we are strategically positioned to connect content, users, and monetisation within a single ecosystem,” said Aris. The integration is developed through an ecosystem flywheel approach, a business model designed to increase economic value per user as scale and activity within the ecosystem grow. Also read: Analysts: TikTok-Tokopedia migration drives the digital market to become more dynamic