Indonesia’s YouTube Ad Revenue Slumps

Posted by creator on October 26, 2025 with No comments

 


Indonesian creators are seeing sharp declines in AdSense income. Several well-known creators note that ad rates in Indonesia are far lower than in the U.S. (for the same views, payouts can be up to ~10× higher in the U.S.). Many now treat AdSense as a bonus and rely more on brand partnerships.

Why it’s happening

  • Post-pandemic viewing has normalized after the 2020–2021 peak.

  • Competition has inte
    nsified (more creators, more celebrity channels).

  • Algorithm behavior (both Shorts and long-form) can feel inconsistent.

  • Indonesia’s RPM/CTR tends to be lower than regional leaders.

Reminder: To earn from AdSense you must be in the YouTube Partner Program.
RPM formula: RPM = (Estimated revenue ÷ Views) × 1000.

What this means for travel creators

  • Treat AdSense as bonus; build your main income from brand deals (DMOs/tourism boards, airlines, OTAs, hotels, local experiences).

  • Your leverage is views and fit: the stronger your audience–destination match, the higher your rate.

Action plan (fast, practical)

1) Offers & pricing

  • Create a media kit with audience geo, age, watch time, CTR, past sponsored results.

  • Package deliverables: 1 long-form trip video + 3–5 Shorts + community posts + IG/TikTok cutdowns; include usage rights and a 30–60-day exclusivity option.

  • Prepare a rate card in IDR and USD.

2) Content strategy

  • Balance evergreen (e.g., “3-Day Bali Itinerary”, “How to Get Around Yogyakarta”) with timely pieces (new attractions, visa updates).

  • Add English captions or bilingual VO to reach higher-RPM audiences.

  • Use chapters, clear titles (“Things to Do in X”, “Best Time to Visit X”), and update older hits with pinned comments when info changes.

3) Distribution & funnel

  • Pair Shorts (discoverability) with related long-form (depth). Link Shorts → long-form via end screens/cards.

  • Build playlists per destination to improve session time and binge-ability.

4) Monetization beyond ads

  • Affiliate: bookings (hotels/tours/transport), travel insurance, gear you actually use.

  • Products/services: photo presets/LUTs, travel guides, group trips, workshops.

  • Email list for repeat viewers and sponsor deliverables (giveaways, itineraries).

5) Operations

  • Track: Unique Viewers, AVD/Watch Time, CTR, Geo, and clicks to partner links.

  • Keep URLs canonical and descriptions clean for search; refresh thumbnails that underperform.

  • Schedule regular uploads; seasonal content ahead of peak search (e.g., summer/winter, local holidays).

Takeaway: In Indonesia’s current landscape, don’t rely on AdSense alone. Focus on high-quality views, tighten your SEO and packaging, and make brand partnerships + affiliates a core part of your travel channel’s business model.