Nuon Accelerates Digital Lifestyle Ecosystem, Taps into National Market Potential
PT Nuon Digital Indonesia (Nuon), one of the operating companies of PT Telkom Indonesia (Persero) Tbk (Telkom), is reinforcing its role as the locomotive for the growth of the national digital lifestyle ecosystem. Amid projections of significant growth in the digital entertainment industry, Nuon positions itself as a platform connecting content, distribution, and monetisation to capture economic potential that has previously been suboptimally exploited domestically.
The e-Conomy SEA 2025 report projects that Indonesia’s online media sector will reach US$10-12 billion by 2026-2027. With over 190 million digital consumers and around 175 million active gamers, Indonesia is one of the largest digital markets in the region.
However, much of the digital content monetisation remains concentrated on global platforms, creating value leakage that limits the optimisation of domestic added value.
Nuon CEO Aris Sudewo stated that Nuon’s position is at a crucial point in the digital value chain, namely on the distribution and monetisation side. According to him, Nuon’s main strength lies in mastering the digital distribution nodes.
“With the support of Indonesia’s largest connectivity infrastructure, we are in a strategic position to connect content, users, and monetisation in a complete ecosystem. We carry the mandate to reduce value leakage while ensuring the national digital ecosystem grows independently and sustainably. Indonesia must not only be the largest digital market; we must be the host in our own country,” said Aris during the Nuon Media Update 2026 event some time ago.
Nuon’s competitive advantage lies in its ability to integrate IP creation, platform distribution, and payment systems into one ecosystem. This ecosystem is strengthened by utilising interconnected consumer behaviour insights.
Supported by the TelkomGroup ecosystem, which includes over 158 million mobile users and 11 million broadband households, as well as potential addressable markets reaching 182 million mobile users and over 4 million broadband households, Nuon does not merely expand reach but optimises end-to-end conversion, retention, and monetisation. This integration creates an ecosystem flywheel-based business model that sustainably increases economic value per user.
Expanding Consumer Access
Through the integration of Direct Carrier Billing (DCB), Nuon also opens alternative payment channels that reach unbanked and underbanked segments. This scheme not only expands consumer access to premium digital content but also enlarges conversion potential and revenue streams for creators and content partners.
Currently, Nuon manages game distribution and digital top-ups through UPOINT.ID, as well as providing game vouchers to various operators and national distribution partners. In the music sector, Nuon offers Langit Musik and Langitku as streaming and aggregation platforms, supported by the PlayUp background music service to expand local musicians’ monetisation.
Nuon is also developing the Gaming-on-Demand service HELD, which is entering the playtest stage, as well as ticketing services through Tiketapasaja.com to strengthen the live experiences line.
Developing local IP is a strategic focus for 2026 to increase domestic creative asset ownership and global competitiveness. The synergy across these lines forms an integrated ecosystem that enhances user lifetime value while strengthening Nuon’s position in the national digital value chain.
“With an integrated business structure from IP creation to monetisation, Nuon is evolving into a strategic digital asset in the Telkom Group portfolio. This model not only expands non-connectivity revenue streams but also strengthens control over domestic digital economic value. In the long term, this integration is expected to enhance the competitiveness of the national creative industry while driving the contribution of the digital economy to Indonesia’s sustainable economic growth,” said Aris.