Indonesia YouTube Trend Report 2022

Editorial Team
February 10, 2023
min read
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In 2022, YouTube witnessed a 34% surge in content created by Indonesian as brands collaborated with nano and micro-influencers, covering a large proportion of the Indonesian Youtube landscape.  has derived data from helping brands and marketers in Indonesia to connect authentically with customers and build visibility. This report includes data regarding audience demographics, the number of influencers, and their engagement rates.  

Table of Content: 

  1. Influencer Demographics 
  2. Number of influencers by Followers Count 
  3. Influencers Engagement Rates 
  4. Influencer Posts: 2021 Vs. 2022 

1. Influencer Demographics 

Male users make up 60.57% of the YouTube audience, while female users stand at 39.42%. Despite the low numbers, the video streaming platform can connect female audiences with various brands. Here, GenZ and Millennials almost share an equal distribution of audiences, making the video streaming platform ideal for brands targeting younger generations. 

2. Number of influencers by Followers Count 

Nano (5k-10k) and micro-influences (10k-50k) comprise a large segment of content creators on YouTube in Indonesia, accounting for 33.4k and 48.9k individuals, respectively. The mid-tier and macro influencers come with 10.9k and 8.4k individuals. It explains how these influencers can support brands in connecting with potential customers at various touchpoints of their purchase cycle. Finally, celebrity influencers with 1M followers record the lowest number.

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3. Influencer Engagement Rates

YouTube generated exceptionally high engagement rates among all the categories, implying influencers are winning followers’ attention with their viral content and maintaining an affinity with their followers. Despite the small numbers, celebrity influencers generated maximum engagement, accounting for 593823.35% average views due to content virality. 

Nano and micro-influencers generated 30348.82% and 68124.87%, respectively, sharing close rapport with their followers. Further, mid-tier and macro influencers achieved considerable engagement rates allowing brands to develop authentic connections and strengthen customer-brand relationships. 

4. Influencer Posts: 2021 Vs. 2022

The number of posts generated by content creators on YouTube has increased by at least 33.47% since 2021, the highest among the SEA region. There were 9.45M influencer posts in 2021, which increased to 13.3M in 2022.

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