Report: Indonesia's social media audience hits 180 million, driving brand discovery

Social media use in Indonesia continues to surge, with 180 million identified users - a 26% increase year-on-year - according to Digital 2026: Indonesia, the latest report from We Are Social and Meltwater. This represents 62.9% of the nation’s total population and cements social platforms as the most visited websites and apps in the country.

Indonesians spend an average of 21 hours and 50 minutes online each week, split across 7.7 platforms, with WhatsApp leading in monthly usage, followed closely by TikTok in terms of daily engagement. YouTube, however, commands the longest session durations, with users averaging 16 minutes and 49 seconds per visit.

“Social media has become deeply ingrained in Indonesia’s daily life - it’s not just where people connect, but where they discover, decide, and act. From entertainment to eCommerce, social sits at the heart of the digital experience. For brands, this means showing up in the right moments, on the right platforms, and speaking the language of culture that truly resonates with Indonesians,” said Yudhi Hastiardi, managing director, Indonesia at We Are Social.

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The report also highlights the pivotal role social media plays in brand discovery. While search engines remain the top source for finding brands (38.3%), social media ads (37.3%) and user comments (32.6%) are nearly as influential.

Around 20% of internet users clicked on a sponsored social media post in the past month, while three in five use social platforms for brand research.

Generative AI adoption is also accelerating, with over a third of Indonesians engaging with ChatGPT monthly. The platform now dominates AI-related web traffic, accounting for 80.6% of referrals, followed by Perplexity at 15.03%.

Advertising trends reflect social media’s growing influence: total ad spend in Indonesia is projected at US$6.97 billion in 2025, a 5.3% increase year-on-year, with social media ads growing 11.3% and influencer campaigns rising 14.4%. TikTok boasts the highest advertising reach, while Meta’s largest audience remains males aged 25-34.

Beyond social, the wider digital ecosystem shows strong engagement: Indonesia has 230 million internet users, with two-thirds consuming streaming content weekly.

Online shopping is booming, with 99 million consumers purchasing goods digitally, most via mobile devices, and food emerging as the largest eCommerce category at US$13 billion annually. Concerns around misinformation remain, with 56.1% of Indonesians worried about distinguishing real from fake online content.

The 165-page report underscores how brands must navigate Indonesia’s dynamic digital environment to engage consumers effectively, blending cultural resonance with strategic presence across multiple platforms.

We Are Social is a global socially-led creative agency specialising in social media and influencer marketing. The agency works with global brands including adidas, Samsung, Google and Amazon. It is part of Plus Company.

Meanwhile, Meltwater provides media, social and consumer intelligence solutions, analysing around one billion pieces of content daily for insights. The company serves 27,000 customers across 50 offices on six continents.

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