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If you look at the top 10 trending Indonesian entertainment and popular videos on any given week, at least half will be horror or thriller related. Indonesia has a deep cultural history of the supernatural—Kuntilanak (female vampire ghost), Genderuwo, and Pocong (shrouded ghost). Modern creators have merged these folklore figures with "found footage" and "live streaming" formats.
The YouTube channel Mereka Berebut (They Fight Over) produces "sweep" videos where paranormal investigators spend the night in infamous haunted locations. These videos often trend for days, generating millions of commenters debating whether the sounds are real or CGI. This blend of traditional superstition and modern tech is a goldmine that only Indonesian creators have truly mastered.
Indonesians love horror. It is treated as a legitimate, high-budget genre rather than B-movie fare.
The explosion of digital video has created a massive economic engine. According to a 2024 report, the digital media sector in Indonesia contributes billions of dollars annually to the GDP. Advertising revenue from popular videos now surpasses traditional TV advertising for the 18–34 demographic.
Brands have adapted. Instead of expensive billboards, companies like Tokopedia (e-commerce giant) and Gojek (super app) sponsor "shout outs" during live streams. During Ramadan specifically, the consumption of religious and comedy videos spikes, with brands spending heavily on "Lebaran" (Eid) digital marketing campaigns.
Furthermore, the rise of Nge-vlog (vlogging) has created a supply chain of good jobs: video editors (often freelancers working from Warung Kopi), thumbnail designers, scriptwriters, and talent managers.
POV (Point of View) is huge. One second you are a ojol (online motorcycle driver) waiting for an order; the next second you are a ghost in a horror film. The production quality ranges from "filmed on a potato" to cinematic masterpieces using just an iPhone 14.