{"id":11335,"date":"2026-08-05T17:16:54","date_gmt":"2026-08-05T17:16:54","guid":{"rendered":"https:\/\/interspacemusic.com\/blog\/lindonesie-est-le-plus-grand-marche-musical-dasie-du-sud-est-moins-de-1-des-utilisateurs-paient\/"},"modified":"2026-08-05T17:18:25","modified_gmt":"2026-08-05T17:18:25","slug":"lindonesie-est-le-plus-grand-marche-musical-dasie-du-sud-est-moins-de-1-des-utilisateurs-paient","status":"publish","type":"post","link":"https:\/\/interspacemusic.com\/blog\/fr\/lindonesie-est-le-plus-grand-marche-musical-dasie-du-sud-est-moins-de-1-des-utilisateurs-paient\/","title":{"rendered":"L&#8217;Indon\u00e9sie est le plus grand march\u00e9 musical d&#8217;Asie du Sud-Est. Moins de 1 % des utilisateurs paient."},"content":{"rendered":"<p>Le Top 10 Spotify indon\u00e9sien de cette semaine est un balayage complet de noms locaux : e\u0144au, Tulus, Raim Laode, Hindia, Perunggu, Sal Priadi. Aucun artiste international ne perce dans le haut du classement. Sur le graphique qui mesure la culture, la musique locale domine totalement le pays, selon les <a href=\"https:\/\/kworb.net\/spotify\/country\/id_daily.html\">chiffres quotidiens de Spotify agr\u00e9g\u00e9s par kworb<\/a>.<\/p>\n<p>Le classement est la partie facile. L&#8217;argent, c&#8217;est l\u00e0 que \u00e7a se complique, et c&#8217;est l\u00e0 que la plupart des distributeurs visent le mauvais segment.<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\"><\/div>\n<\/figure>\n<h2>Le plus grand march\u00e9 d&#8217;Asie du Sud-Est est presque enti\u00e8rement gratuit<\/h2>\n<p>L&#8217;Indon\u00e9sie est le plus grand march\u00e9 musical d&#8217;Asie du Sud-Est et l&#8217;un des march\u00e9s du streaming \u00e0 la croissance la plus rapide au monde. Le r\u00e9pertoire local a grimp\u00e9 \u00e0 environ 40 % du streaming \u00e0 la demande, contre 30 % il y a cinq ans, le contenu international repr\u00e9sentant les 60 % restants, selon le <a href=\"https:\/\/voi.id\/en\/musik\/290041\">briefing sur le march\u00e9 indon\u00e9sien de Believe rapport\u00e9 par VOI<\/a>.<\/p>\n<p>Voici le chiffre qui devrait remettre \u00e0 z\u00e9ro tous les plans de sortie : moins de 1 % de la population indon\u00e9sienne paie pour un abonnement premium. Pour situer, ce m\u00eame briefing estime la Tha\u00eflande \u00e0 3 %, la Chine \u00e0 9 % et les \u00c9tats-Unis \u00e0 plus de 35 %.<\/p>\n<p>DSP signifie fournisseur de services num\u00e9riques, les plateformes de streaming qui versent des redevances. ARPU signifie revenu moyen par utilisateur. L&#8217;engagement en Indon\u00e9sie est \u00e9norme et son ARPU est faible, car le march\u00e9 fonctionne sur le niveau gratuit, financ\u00e9 par la publicit\u00e9.<\/p>\n<p>Le niveau d&#8217;engagement ne fait aucun doute :<\/p>\n<ul>\n<li>38 % des Indon\u00e9siens utilisent des services de musique \u00e0 la demande au moins une fois par semaine, contre une moyenne de 28 % en Asie du Sud-Est.<\/li>\n<li>13 % \u00e9coutent de la musique en streaming pendant une heure ou plus chaque jour.<\/li>\n<li>Le pays figure parmi les principaux moteurs de croissance de Spotify sur les march\u00e9s \u00e9mergents.<\/li>\n<\/ul>\n<p>C&#8217;est un march\u00e9 de volume, pas un march\u00e9 d&#8217;ARPU. Vous \u00eates pay\u00e9 sur l&#8217;\u00e9chelle des \u00e9coutes, pas sur les prix premium.<\/p>\n<h2>La moiti\u00e9 des revenus provient de la vid\u00e9o<\/h2>\n<p>Le deuxi\u00e8me fait structurel que les distributeurs sous-estiment : les vid\u00e9os repr\u00e9sentent environ la moiti\u00e9 des revenus du streaming en Indon\u00e9sie, selon les m\u00eames donn\u00e9es de Believe. Les Indon\u00e9siens utilisent YouTube comme les Am\u00e9ricains utilisent Spotify, en en faisant leur application musicale par d\u00e9faut.<\/p>\n<p>Cela red\u00e9finit ce qu&#8217;est une \u00ab sortie \u00bb. Un titre livr\u00e9 uniquement en audio \u00e0 Spotify et Apple Music passe \u00e0 c\u00f4t\u00e9 d&#8217;environ la moiti\u00e9 du march\u00e9 adressable.<\/p>\n<p>Content ID d\u00e9signe le syst\u00e8me automatis\u00e9 de YouTube qui fait correspondre votre enregistrement \u00e0 chaque mise en ligne, y compris les vid\u00e9os de fans et les cha\u00eenes de paroles, et redirige les revenus publicitaires vers le titulaire des droits. Dans un march\u00e9 o\u00f9 la vid\u00e9o prime, la couverture Content ID n&#8217;est pas un plus ; c&#8217;est l\u00e0 que se trouve le paiement.<\/p>\n<h2>Les DSP que la plupart des distributeurs mondiaux ignorent<\/h2>\n<p>Lorsque l&#8217;IFPI a lanc\u00e9 son <a href=\"https:\/\/www.ifpi.org\/ifpi-launches-official-southeast-asia-charts-hub-with-creation-of-new-charts-in-philippines-and-vietnam\/\">hub de classements officiels d&#8217;Asie du Sud-Est<\/a> en janvier 2025, le classement officiel indon\u00e9sien a puis\u00e9 ses flux dans Apple Music, Spotify, YouTube, Deezer et Langit Musik. L&#8217;IFPI est la F\u00e9d\u00e9ration internationale de l&#8217;industrie phonographique, l&#8217;organisation professionnelle qui chapeaute les donn\u00e9es de ventes mondiales.<\/p>\n<p>Notez le dernier nom de cette liste. Langit Musik est le service d\u00e9tenu par Telkomsel, factur\u00e9 via l&#8217;op\u00e9rateur mobile, que de nombreux distributeurs tourn\u00e9s vers les majors ne livrent pas du tout. C&#8217;est une infrastructure locale dans un march\u00e9 o\u00f9 le paiement par facture t\u00e9l\u00e9phonique l&#8217;emporte sur la p\u00e9n\u00e9tration des cartes bancaires.<\/p>\n<p>La carte compl\u00e8te de la consommation en Indon\u00e9sie est plus large que les deux logos habituels :<\/p>\n<ul>\n<li>Spotify et YouTube Music pour l&#8217;audio \u00e0 la demande.<\/li>\n<li>YouTube proprement dit et Shorts pour la moiti\u00e9 vid\u00e9o du march\u00e9.<\/li>\n<li>TikTok et Resso pour la d\u00e9couverte et le format court.<\/li>\n<li>Apple Music pour la frange premium.<\/li>\n<li>Langit Musik pour la port\u00e9e via la facturation op\u00e9rateur en dehors de l&#8217;\u00e9conomie des cartes bancaires.<\/li>\n<\/ul>\n<p>La demande par genre confirme la pr\u00e9f\u00e9rence locale. La pop indon\u00e9sienne domine, suivie de la pop javanaise, du dangdut et de la pop malaise, la K-pop devan\u00e7ant d\u00e9sormais la J-pop, selon les chiffres de Believe.<\/p>\n<h2>Ce qu&#8217;un label indon\u00e9sien devrait exiger d&#8217;un distributeur<\/h2>\n<p>Trois crit\u00e8res distinguent un distributeur con\u00e7u pour ce march\u00e9 d&#8217;un distributeur con\u00e7u pour Los Angeles.<\/p>\n<h3>Distribuer au niveau gratuit et aux DSP locaux<\/h3>\n<p>Si votre distributeur n&#8217;optimise que pour Spotify payant, il optimise pour moins de 1 % du pays. Demandez explicitement si Langit Musik et Resso font partie de l&#8217;ensemble de livraison.<\/p>\n<h3>Mon\u00e9tiser la moiti\u00e9 vid\u00e9o<\/h3>\n<p>Une livraison audio seule abandonne le plus grand r\u00e9servoir de revenus. Content ID et la mon\u00e9tisation YouTube doivent \u00eatre activ\u00e9s d\u00e8s la mise en ligne, et non ajout\u00e9s apr\u00e8s coup.<\/p>\n<h3>R\u00e9partir les centimes avant que le volume n&#8217;arrive<\/h3>\n<p>Les march\u00e9s de volume multiplient les petits paiements par \u00e9coute \u00e0 travers des titres de dangdut et de pop avec de nombreux contributeurs. InterSpace Distribution utilise une livraison native Digital Data Exchange et r\u00e8gle les r\u00e9partitions automatiquement, de sorte qu&#8217;une centaine de millions d&#8217;\u00e9coutes financ\u00e9es par la publicit\u00e9 soient attribu\u00e9es aux bons collaborateurs sans course aux tableurs.<\/p>\n<p>L&#8217;Indon\u00e9sie n&#8217;est pas un march\u00e9 que l&#8217;on gagne avec un manuel de strat\u00e9gie pour le niveau premium. C&#8217;est un march\u00e9 que l&#8217;on gagne en collectant les \u00e9coutes gratuites, les \u00e9coutes vid\u00e9o et les \u00e9coutes factur\u00e9es par l&#8217;op\u00e9rateur que les distributeurs des majors laissent de c\u00f4t\u00e9.<\/p>\n","protected":false},"excerpt":{"rendered":"L&#8217;Indon\u00e9sie est le plus grand march\u00e9 musical d&#8217;Asie du Sud-Est, mais moins de 1 % des utilisateurs paient pour le premium et environ la moiti\u00e9 des revenus provient de la vid\u00e9o. Le r\u00e9pertoire local domine les classements. Voici pourquoi la collecte des \u00e9coutes gratuites, YouTube et Langit Musik d\u00e9termine qui gagne r\u00e9ellement de l&#8217;argent dans le streaming indon\u00e9sien.","protected":false},"author":7,"featured_media":7818,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"csco_display_header_overlay":false,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_location_hash":"","csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[6952],"tags":[13903,14898,6666,6672,9676,14901],"class_list":["post-11335","post","type-post","status-publish","format-standard","has-post-thumbnail","category-industry-trends-fr","tag-apple-music-fr","tag-indonesia-fr","tag-music-en-fr","tag-spotify-en-fr","tag-tiktok-fr","tag-youtube-fr","cs-entry","cs-video-wrap"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L&#039;Indon\u00e9sie est le plus grand march\u00e9 musical d&#039;Asie du Sud-Est. 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