A data profile of the people who buy, follow and care about Nusantara in Indonesia — modelled from more than twelve digital signal sources. Nusantara has an estimated audience of 4,631,886 people in Indonesia.
Nusantara has an estimated audience of 4,631,886 people in Indonesia. 44.8% are female, 55.2% are male, average age 32.1. Top brand affinities: Lottery, Innovation, WWE, Virtual reality, Laundry detergent.
Top brand affinities include Lottery, Innovation, WWE, with strongest over-indexing on Lottery (1.74× the country average).
Demographically, the Nusantara audience skews more male with an average age of 32.1, and over-indexes on personality traits such as Tradition, Convenience Orientation.
The typical Nusantara fan in Indonesia is more male, around 32.1 years old, with strong Tradition tendencies and a notable affinity for Lottery.
The key figures that characterise the Nusantara profile in Indonesia.
44.8% are female, 55.2% are male, average age 32.1.
| Metric | Value |
|---|---|
| Female | 44.8% |
| Male | 55.2% |
| Average age | 32.1 |
| Estimated audience size | 4,631,886 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 32% | |
| 20-29 | 31% | |
| 30-39 | 19% | |
| 40-49 | 11% | |
| 50+ | 7% |
The strongest cross-interests of the Nusantara audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Laundry detergent | Home & Garden | 1.89× | ||
| 02 | Ryan Gosling | Movies & TV | 1.87× | ||
| 03 | Virtual reality | Technology & Electronics | 1.79× | ||
| 04 | Internet service provider | Technology & Electronics | 1.77× | ||
| 05 | Lottery | Games | 1.74× | ||
| 06 | Tabloid (newspaper format) | Literature | 1.73× | ||
| 07 | Zoo | Kids & Family | 1.71× | ||
| 08 | Solar energy | Home & Garden | 1.64× | ||
| 09 | 3D printing | Technology & Electronics | 1.63× | ||
| 10 | Ice hockey | Sports | 1.61× | ||
| 11 | Brad Pitt | Movies & TV | 1.60× | ||
| 12 | Golden State Warriors | Sports | 1.59× | ||
| 13 | MLB | Sports | 1.57× | ||
| 14 | Traditional medicine | Health | 1.57× | ||
| 15 | Internet & Social Media | 1.55× | |||
| 16 | Innovation | Business & Career | 1.52× | ||
| 17 | WWE | Sports | 1.52× | ||
| 18 | Cricket | Sports | 1.51× | ||
| 19 | ONE Championship | Sports | 1.51× | ||
| 20 | Mohamed Salah | Sports | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.48× | |
| Convenience Orientation | PREMIUM | 1.37× | |
| Indulgence | JOY | 1.34× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.61× | |
| Design Affinity | PREMIUM | 0.63× | |
| Career Orientation | POWER | 0.69× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Indonesia who actively search for Nusantara. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Indonesia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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