Indonesian YouTube is dominated by mukbang (eating shows) featuring extreme spice (e.g., Indomie Rebus with 50 spoonfuls of chili). The celebrity is not the eater but the : Pecel Lele (fried catfish) and Es Campur (mixed ice) have become aesthetic symbols of middle-class nostalgia.

Disney+ Hotstar, Viu, and Netflix are fighting over Indonesian IP.