Indonesia’s creator economy has approximately 12 million creators producing between 500,000 and one million pieces of content monthly, according to a new report by GroupM-GOAT Indonesia. 

Per Campaign Asia, this output positions Indonesia as the leading content producer in Southeast Asia.

The “State of the Creator Economy” report, released during GroupM Indonesia’s content day, highlights the growing importance of shoppertainment—content-driven commerce that educates and entertains—in the Asia-Pacific region. 

The total APAC gross merchandise value (GMV) for shoppertainment is expected to reach $1.1 trillion by 2025, up from $500 billion in 2023.

Indonesia accounts for 25% of the projected $100 billion GMV in growth markets by 2025, which include Japan, Korea, Thailand, Australia, and Vietnam. These markets are anticipated to see a 63% compound annual growth rate (CAGR) from 2023 to 2025.

The report identifies a shift in consumer behavior, with Indonesians making more intuitive rather than impulsive purchasing decisions. Consumers are increasingly blending browsing and buying activities, focusing on the information and deals communicated by creators rather than solely on who recommends products.

Over the past three years, there has been a notable transition from mega to micro and nano-creators. While micro and macro-content still dominate overall volume, nano-influencers have increased their market share from 5% in 2021 to 11% in 2024.

The study also reveals the emergence of three new categories of players in the content and influencer marketing ecosystem: transformative, hybrid, and new performance players. These categories reflect different approaches to combining creators and affiliate marketers to drive sales.

“Collaborations within the creator economy offer a powerful avenue for boosting brand visibility, engagement, and conversion,” said Andi Airin, Head of Marketing at Samsung Indonesia, in a statement.

“Indonesian consumers are very community-led and also have the highest FOMO (fear of missing out) quotient in the region, which is propelling the social commerce ecosystem in Indonesia,” added Fiona Anjani, CMO at local beauty brand Scarlett. 

Anjani revealed there are conscious and critical consumers who look for relatable, albeit inspiring, content that is within reach.

In April, reports emerged that Indonesia tapped social media influencers to promote relocating its capital from overcrowded and sinking Jakarta to the new under-construction city of Nusantara on Borneo island.

President Joko Widodo led a tour of dozens of influencers through a construction site, showing off plans for a grand presidential palace.

“We hope influencers can participate in disseminating information about Nusantara,” Usman Kansong from the Communications Ministry said back then.