A data profile of the people who buy, follow and care about Spotify in Indonesia — modelled from more than twelve digital signal sources. Spotify has an estimated audience of 7,627,566 people in Indonesia.
The average Spotify fan in Indonesia is 31.9 years old, balanced, and lives primarily in West Java.
The audience is concentrated in West Java, East Java, Jakarta.
Top brand affinities include Korean Tour, Park Bo-gum, K-Dramas, with strongest over-indexing on Korean Tour (1.78× the country average).
Demographically, the Spotify audience skews balanced with an average age of 31.9, and over-indexes on personality traits such as Risk Appetite, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 34 regions tracked by Rascasse.
The typical Spotify fan in Indonesia is balanced, around 31.9 years old, with strong Risk Appetite tendencies and a notable affinity for Korean Tour.
The key figures that characterise the Spotify profile in Indonesia.
46.8% are female, 53.2% are male, average age 31.9.
| Metric | Value |
|---|---|
| Female | 46.8% |
| Male | 53.2% |
| Average age | 31.9 |
| Estimated audience size | 7,627,566 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 31% | |
| 20-29 | 33% | |
| 30-39 | 19% | |
| 40-49 | 11% | |
| 50+ | 6% |
of the worldwide Spotify audience comes from Indonesia.
| Country | Share |
|---|---|
| United States | 20.8% |
| Japan | 5.2% |
| Germany | 4.2% |
Where the Spotify audience in Indonesia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | East Kalimantan | ~200K | 1.80× | |
| 02 | Special Region of Yogyakarta | ~200K | 1.52× | |
| 03 | Riau Islands | ~100K | 1.39× | |
| 04 | Jakarta | ~800K | 1.34× | |
| 05 | South Sulawesi | ~300K | 1.26× | |
| 06 | West Sumatra | ~200K | 1.21× | |
| 07 | South Kalimantan | ~100K | 1.18× | |
| 08 | Banten | ~300K | 1.15× | |
| 09 | West Java | ~1.5M | 1.14× | |
| 10 | Riau | ~200K | 1.14× | |
| 11 | North Kalimantan | ~30K | 1.13× | |
| 12 | Bengkulu | ~70K | 1.10× | |
| 13 | East Java | ~900K | 1.07× | |
| 14 | Aceh | ~100K | 1.05× | |
| 15 | West Kalimantan | ~100K | 1.04× | |
| 16 | Central Kalimantan | ~60K | 1.04× | |
| 17 | Central Java | ~700K | 0.99× | |
| 18 | Southeast Sulawesi | ~60K | 0.98× | |
| 19 | Gorontalo (disambiguation)(2) | ~30K | 0.98× | |
| 20 | North Sulawesi | ~80K | 0.96× | |
| 21 | Lampung | ~100K | 0.94× | |
| 22 | Jambi | ~80K | 0.93× | |
| 23 | Bangka-Belitung Islands | ~40K | 0.93× | |
| 24 | Bali | ~100K | 0.92× | |
| 25 | South Sumatra | ~200K | 0.90× | |
| 26 | North Sumatra | ~300K | 0.89× | |
| 27 | Central Sulawesi | ~60K | 0.89× | |
| 28 | West Nusa Tenggara | ~70K | 0.76× | |
| 29 | West Sulawesi | ~20K | 0.71× | |
| 30 | Maluku | ~20K | 0.62× | |
| 31 | Papua (province) | ~30K | 0.60× | |
| 32 | North Maluku | ~20K | 0.60× | |
| 33 | East Nusa Tenggara | ~40K | 0.47× | |
| 34 | West Papua | ~10K | 0.45× |
The strongest cross-interests of the Spotify audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sanjay Dutt | Movies & TV | 2.42× | ||
| 02 | Banarasi saris | Fashion & Accessoires | 2.00× | ||
| 03 | Lehenga | Fashion & Accessoires | 1.86× | ||
| 04 | Handloom saree | Fashion & Accessoires | 1.86× | ||
| 05 | Korean Tour | POI | 1.78× | ||
| 06 | Choreography | Sports | 1.76× | ||
| 07 | Meetup (website) | Internet & Social Media | 1.76× | ||
| 08 | Koreaboo | Internet & Social Media | 1.75× | ||
| 09 | Park Bo-gum | Movies & TV | 1.72× | ||
| 10 | Playlist | Music & Radio | 1.70× | ||
| 11 | seventeen | Music & Radio | 1.68× | ||
| 12 | TOPIK | Business & Career | 1.68× | ||
| 13 | CNBLUE | Music & Radio | 1.67× | ||
| 14 | Resso | Internet & Social Media | 1.64× | ||
| 15 | Wanna One | Music & Radio | 1.63× | ||
| 16 | Bae Suzy | Movies & TV | 1.61× | ||
| 17 | ikon | Music & Radio | 1.61× | ||
| 18 | Monsta X | Music & Radio | 1.54× | ||
| 19 | SM Town | Music & Radio | 1.52× | ||
| 20 | K-Dramas | Movies & TV | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.94× | |
| Need for Security | CONSERVATISM | 0.66× | |
| Design Affinity | PREMIUM | 0.62× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.36× | |
| Early Adopter Mentality | POWER | 0.38× | |
| Patriotism | CONSERVATISM | 0.41× |
Spotify has an estimated audience of 7,627,566 people in Indonesia, concentrated in West Java and East Java.
46.8% of Spotify fans are female, 53.2% are male, with an average age of 31.9 years.
Spotify fans show strongest brand affinity for Korean Tour (1.78×), Park Bo-gum (1.72×), and K-Dramas (1.5×) over the country average.
Spotify fans in Indonesia are most concentrated in West Java (reach ~1.5M), East Java (reach ~900K), and Jakarta (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Spotify itself, the audience over-indexes on Park Bo-gum (1.72×), K-Dramas (1.5×), seventeen (1.68×), and Bae Suzy (1.61×) compared to the Indonesia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Indonesia who actively search for Spotify. 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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