Indonesia's digital growth in 2025 according to Meltwater
With over 212M internet users and 143M social media identities, Indonesia’s digital landscape keeps shifting. Here’s what marketers need to know
Indonesia’s digital landscape continues to expand in 2025, but the momentum looks uneven. While the country now counts 212 million internet users and 143 million social media identities, key platforms like TikTok and Messenger are seeing significant declines in ad reach. This suggests shifting user behaviors and recalibrated algorithms behind the scenes.
This article explores the latest digital usage stats from Meltwater’s 2025 Global Digital Report, uncovers trends in mobile and broadband adoption, and breaks down what all of this means for marketers operating in Southeast Asia’s most populous country.
Whether you’re launching campaigns, evaluating channel spend, or trying to understand where Indonesia’s digital attention is heading, here’s what you need to know.
Short on time?
Here’s a table of contents for quick access:
- Population, connectivity, and mobile usage
- Internet adoption: who’s online and what speeds they’re getting
- Social media shakeups: platform stats and gender skews
- What marketers should know
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Population, connectivity, and mobile usage
Indonesia’s population reached 285 million in early 2025, with 59.5% living in urban areas. The country reported 356 million mobile connections, equal to 125% of the total population. This is fueled by multi-SIM usage, workplace devices, and eSIM adoption.
Of these mobile connections, 96.4% are classified as broadband-ready via 3G, 4G, or 5G networks. However, not all are data-enabled. Many still serve voice and SMS-only plans, so they should not be used as a proxy for internet access.
Mobile connections grew by 5.7 million from last year, marking a modest 1.6% increase. Growth is slowing, but saturation is clearly high.
Internet adoption: who's online and what speeds they’re getting
At the start of 2025, Indonesia counted 212 million internet users, bringing penetration to 74.6%. That’s a gain of 17 million people in just one year. Yet, 72.2 million citizens still remain offline, highlighting a digital divide that marketers must factor in.
Internet speeds are rising, which matters for content delivery. Mobile download speeds reached 29.06 Mbps, while fixed broadband averaged 32.05 Mbps. Both saw double-digit growth, with mobile up 18.5% and fixed up 13.1% year over year.
This bandwidth expansion supports richer formats like video, livestreaming, and high-res product showcases.
Social media shakeups: platform stats and gender skews
Indonesia now reports 143 million active social media identities, equivalent to 50.2% of the population.
Here’s where platforms stand in early 2025:
- YouTube: 143 million users (no change quarter-over-quarter)
- Facebook: 122 million users, up 4.2% in the last quarter
- Instagram: 103 million users, up 3.5% quarter-over-quarter
- TikTok: 108 million users aged 18+, down 15.1% year over year
- LinkedIn: 33 million members, up 26.9% year over year
- X (Twitter): 25.2 million users, up 1.9% annually
- Messenger: 25.6 million users, down 7.7%
- Snapchat: 1.69 million users, down 17.5%
TikTok’s drop is the biggest red flag. Its reach fell by 57.4 million users in just one quarter, likely due to internal cleanup of inactive or duplicate accounts, but the platform's overall momentum is unclear.
Gender skews remain platform-specific. Instagram shows a near-equal split, with slightly more female users. Facebook and X lean male-heavy. Snapchat stands out with a 68% female audience, but its footprint remains tiny in Indonesia.
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What marketers should know
Indonesia’s digital growth is not one-dimensional. Here’s how marketers can respond to its complex, evolving profile:
1. Recalibrate your platform strategy
Don’t chase the shiniest platform. While TikTok still has scale, its volatility means you should hedge with channels like YouTube, Instagram, and Facebook, which offer more stable ad reach and demographic visibility.
2. Track changes in ad reach, not just users
Ad platforms frequently purge spam accounts or revise targeting models. A drop in “potential reach” may not mean user churn. Cross-check reach trends with performance metrics before reallocating spend.
3. Use improved internet speeds to boost engagement
More users have reliable bandwidth. That opens doors to richer creative formats like short video, shoppable livestreams, and interactive polls. Make sure your assets load fast and are mobile-optimized.
4. LinkedIn is Indonesia’s B2B sleeper hit
LinkedIn grew 26.9% year over year, now reaching 16.4% of adults 18+. If you are in SaaS, edtech, or fintech, this is a valuable play for upper-funnel brand building and lead gen.
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