TikTok Tops Indonesia’s Social Media Landscape, APJII Survey Shows
Key Takeaways
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JAKARTA, Investortrust.id — TikTok emerges as Indonesia’s most popular social media platform in 2025, surpassing YouTube, Facebook, Instagram, and X, according to a nationwide survey by the Indonesian Internet Service Providers Association. The survey shows TikTok capturing 35.17% of user preference, a sharp rise from 18.61% last year.
The ascent of TikTok contrasts with declining popularity among its rivals. YouTube dropped to 23.76% from 27.53%, while Facebook fell sharply to 21.58% from 34.85%. Instagram eased slightly to 15.94% from 16.07%, and X, formerly Twitter, edged down to 0.56% from 0.57%. This makes TikTok the only platform among the top five that recorded positive growth.
The study, titled "Indonesia Internet Profile 2025", surveyed 8,700 Indonesian citizens aged 13 years and above across 38 provinces. Data was collected through face-to-face interviews between April 10 and July 16, 2025.
TikTok’s appeal cuts across gender lines. The platform attracted 32.98% of male respondents and an even higher 37.55% among female respondents. YouTube was the second choice for men at 26.31%, ahead of Facebook at 21.85%. Among women, Facebook scored 21.28%, nearly equal to YouTube at 21%.
Generational differences highlight TikTok’s dominance among younger users. The platform commanded 42.27% among Gen Z, far ahead of Instagram at 25.33% and YouTube at 17.33%. Millennials also leaned toward TikTok, with 33.40% choosing the app, though Facebook and YouTube maintained significant followings.
Older generations, however, favored YouTube. The platform captured 31.69% of Gen X users and 39.11% of Baby Boomers. Among pre-boomers, those born before 1945, YouTube’s dominance was even stronger at 45.45%, while other platforms barely reached 10%. A notable 22.73% of respondents in this group reported not knowing which platform they used.
The survey also found that Indonesians typically spend one to two hours daily on social media, with 34.17% of respondents falling within this range. APJII noted that these behavioral patterns provide critical insights for digital businesses as they adapt strategies to an online environment increasingly shaped by TikTok’s influence.
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