Ipsos, a global leader in market research, has released the independent report “Indonesia Short Video White Paper 2023,” highlighting how Indonesians access media and how short‑video platforms can stand out in a fast‑evolving industry. The study underscores SnackVideo’s rapid rise in Indonesia over its first three years of operation, recording a 318% annual growth rate and reaching 43 million monthly active users in 2022.

Short video is now a mainstream channel for information and entertainment in Indonesia, with a 70% penetration rate and an estimated 110 million monthly users. Over the past three years, the market has expanded dramatically, registering a 55% compound annual growth rate (CAGR). Indonesians spend an average of 2.1 hours per day watching short videos, driven by motivations such as filling spare time (56%), entertainment and relaxation (53%), practical knowledge and skills (41%), exploring the world (40%), news and current affairs (36%), self‑expression (34%), making friends (30%), bridging communication (26%), integrating into daily social life (25%), and shopping (22%).

According to Ipsos, the industry has entered its third development stage—differentiation and commercialization—where platforms must refine brand identity and build monetizable ecosystems. In this context, SnackVideo has carved out a distinct position as content that is “relevant to my everyday life,” achieving 90% brand awareness and 64% brand salience. Cross‑media visibility also climbed, with a 119% increase in Q2 2022 versus Q2 2021.

Three pillars power SnackVideo’s growth:

• Inclusivity and equality: Guided by its Indonesian tagline “Bikin Semua Beken,” SnackVideo encourages users to share authentic, everyday stories. This openness fosters a level playing field where anyone can be seen and heard, strengthening user trust and platform stickiness.
• Community ecosystem: Inclusive participation fuels an interactive community culture marked by respect and frequent creator–viewer exchanges. SnackVideo’s official creator communities—SnackVideo Family—span numerous categories, encompassing over 58,000 Families and 800,000 members, and contribute to a 50% daily activity rate.
• Unique, locally flavored content: Indonesians’ pride in their diverse cultural heritage translates into strong demand for culturally resonant content. SnackVideo prioritizes localized storytelling, which consistently performs well across its audience segments.

Beyond local culture, Ipsos also notes surging interest in Religion and Motivation content—watched by 60% of users in the prior month—growth that outpaces Food and Cooking and trails only Comedy and Humor.

In‑app monitoring indicators reflect strong participation and engagement: over 700,000 daily active creators, 1.5 million daily posts, 2.7 billion daily views, and 70 million daily likes, yielding more than 7 million daily comments. These signals reinforce the vibrancy of the creator–user loop and the durability of the community model.

Looking ahead, SnackVideo aims to deepen market penetration by continually delivering relevant, distinctive, and timely programming for its Family communities and broader audiences. Scripted drama—one of the platform’s hallmark and most‑loved formats—will remain a focus to further increase time spent.

“As Indonesia’s No. 2 short‑video app since its 2020 launch, SnackVideo has quickly earned consumer trust. Ipsos’ findings reflect how our brand stands out with content grounded in people’s daily lives,” said Teng Yee Kiong, Country Manager, SnackVideo Indonesia. “This milestone opens doors for collaboration with brands, enterprises, and government partners, contributing positive information and strengthening business outcomes within integrated marketing strategies.”

About SnackVideo

SnackVideo is a mobile short‑video platform developed by Beijing Kuaishou Technology Co., Ltd. The app has achieved remarkable popularity across multiple markets, topping “Most Downloaded” charts on Google Play and the Apple App Store in eight countries. Outside Indonesia, the platform is known as Kuaishou and is often referred to as “Kwai” in overseas markets. Kuaishou was founded by Su Hua and Cheng Yixiao after their experiences as software engineers at Google and Baidu.

Writer: Aditya Wardhana