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: Indonesian audiences are highly engaged with TikTok and YouTube, where giveaways, comedy sketches, and viral challenges are the top content categories [15].
Before the rise of social video, Indonesian entertainment was synonymous with two things: (soap operas) and infotainment .
The true engine of Indonesian popular video is its army of creators. Unlike in the West, where YouTubers often focus on niche hobbies, Indonesian mainstream YouTubers operate like variety shows.
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