However, this commercialization brings challenges. The pressure to remain relevant ("harus trending topic ") has led to the phenomenon of clickbait and, occasionally, ethically dubious pranks, sparking national debates about the morality of digital entertainment.

Historically, Indonesian entertainment was dominated by sinetron (electronic cinema)—melodramatic, often supernaturally-infused soap operas produced by networks like RCTI and SCTV. These shows, featuring tropes of amnesia, evil twins, and domestic strife, commanded massive viewership for decades. However, the last five years have seen a tectonic shift.