Data as of June 2026
APAC Snapshot
A small set of media benchmarks I keep for reference.
Market selector
Data as of 2026-06-12
Platform usage
Advertising reach or search share by platform, latest period, with year-on-year change in points.
Social reach (ad tools, adults 18+)2025
- TikTok88.9%[3]â–² 35.4pp
- YouTube52.7%[3]â–² 2.5pp
- Facebook42.2%[3]â–¼ 0.8pp
- Instagram37.6%[3]â–² 1.3pp
- LinkedIn12.9%[3]â–² 1.3pp
- Messenger11.8%[3]â–² 2.8pp
- X (Twitter)8.0%[3]â–¼ 0.8pp
Figures are ad-tool audience reach, not monthly active users. Reporting bases differ by platform: % of adults 18+ (TikTok); % of total population (YouTube, Facebook, Instagram, LinkedIn, Messenger, X (Twitter)).
Search engine share (Statcounter)2025
- Google (Search)93.1%[1]
Share of the search engine market (Statcounter), a single snapshot rather than an ad-reach figure. Search ads effectively reach the full online population.
Device split
Share of web traffic by device, latest period 2025.
Statcounter share of web traffic: a structural metric that moves only slightly year to year, shown at the latest available reading as the 2025 reference.
Platform movement
Year-on-year social ad-reach trend from the annual DataReportal editions, 2024 to 2025.
| Platform | 2024 | 2025 | Change |
|---|---|---|---|
| TikTok | 53.5%[2] | 88.9%[3] | â–² 35.4pp |
| YouTube | 50.2%[2] | 52.7%[3] | â–² 2.5pp |
| 43.0%[2] | 42.2%[3] | â–¼ 0.8pp | |
| 36.3%[2] | 37.6%[3] | â–² 1.3pp | |
| 11.6%[2] | 12.9%[3] | â–² 1.3pp | |
| Messenger | 9.0%[2] | 11.8%[3] | â–² 2.8pp |
| X (Twitter) | 8.8%[2] | 8.0%[3] | â–¼ 0.8pp |
Columns are labeled by the calendar year each figure represents; the source citation names the DataReportal edition, which publishes the following year (e.g. the 2025 column cites Digital 2026). Search share is shown in Platform usage, not here. Platforms occasionally revise audience reporting, so large jumps can reflect methodology changes as well as real growth.
Payment methods
Share of e-commerce transaction value by method, latest period 2025.
- Digital wallet42.0%[5]
- Account-to-account (A2A)34.0%[5]
- Cash (incl. COD)13.0%[5]
- Credit card5.0%[5]
- BNPL3.0%[5]
- Debit card2.0%[5]
- Prepaid card1.0%[5]
Share of e-commerce transaction value, 2025 (Worldpay GPR 2026). 'Cash' includes cash on delivery, pre-pay and post-pay. Shares below 1% omitted; totals may not sum to 100 due to rounding.
Recommended channels by objective
Derived from the reach data above: highest-reach platforms per objective.
- TikTok
- YouTube
- Meta (Facebook/Instagram)
- TikTok
- Google Search
- TikTok
- Meta (Facebook/Instagram)
- Google App Campaigns
Derived from platform reach data above; highest-reach platforms per objective.
Sources
Statcounter Global Stats
Search Engine Market Share in Indonesia: December 2025 (2025-12), accessed 2026-06-12.
DataReportal / We Are Social
Digital 2025: Indonesia (2025-02-25), accessed 2026-06-12.
DataReportal / We Are Social
Digital 2026: Indonesia (2025-11-05), accessed 2026-06-12.
Statcounter Global Stats
Desktop vs Mobile vs Tablet Market Share in Indonesia: 2025 (latest available reading) (2025-12), accessed 2026-06-12.
Worldpay / Global Payments
Global Payments Report 2026, 11th edition: 2025 APAC e-com payment methods (pp. 44, 46 to 59) (2026-04-01), accessed 2026-06-12.
These figures are directional, not audited. Treat them as a starting point for a planning conversation, then confirm against a current primary source before anyone commits budget.