This paper examines the transformation of Indonesian entertainment, with a specific focus on popular video content across television, YouTube, and short-form platforms like TikTok. It argues that the shift from broadcast to algorithmic distribution has reshaped production norms, audience engagement, and representations of national and local identity. Drawing on industry data, platform analytics, and cultural analysis, the paper identifies three key phases: the hegemony of sinetron (soap operas) and variety shows on free-to-air TV; the rise of YouTube creators (YouTubers) from 2015–2020; and the current dominance of short-form, algorithm-driven video. The conclusion discusses regulatory responses and the tension between global platform logics and local cultural expression.
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Blending local elements (Batik, Sundanese language) with modern, high-tech trends.