Vidio launches new tagline to emphasise community-centred entertainment

Vidio, an Indonesian OTT platform, has launched its new tagline “Lebih dari hiburan” (“More than entertainment”), marking a strategic repositioning of the brand as more than a streaming platform.

The company said the new identity reflects its mission to serve not only as a source of viewing, but also as a space for growth and expression - both for audiences and local creators.

The move stems from Vidio’s observation of audience habits, where content often sparks conversations, inspires new ideas, and creates lasting connections. Entertainment, the platform suggests, is no longer defined solely by what appears on the screen, but by the emotions it stirs and the interactions it generates.

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“The tagline ‘Lebih dari hiburan’ marks a new chapter for Vidio - an era where we build authentic connections with audiences, not only through quality programming but also through stories and the meaning of human connection. As the largest OTT service, fully originating from Indonesia, we believe this progression is the right step,” said Teguh Wicaksono, chief marketing officer of Vidio.

Vidio describes its brand evolution as an attempt to foster “Lebih dari sekadar menonton” (“More than just watching”). Each series, film, sports event or music concert is framed not only as content to be consumed, but as a catalyst for conversation, shared pride and collective moments - whether it be lively sports chants, social media theory-spinning over drama plots, or reality show debates on group chats.

As part of the campaign, Vidio introduced the idea of ‘Berwarga’, referring to the moment when viewing transforms into communal conversation. This could be fans rallying behind their favourite romantic drama couples, thousands of people live-tweeting a football match, or families shouting together during a tense horror scene.

The platform positions ‘Berwarga’ as the core of its new identity - entertainment that unites, triggers reactions and becomes a social glue across different settings.

With a wide catalogue spanning drama, sports, music, reality shows and children’s programmes, Vidio aims to amplify how each genre connects people in unique ways - whether through the emotional pull of drama, the adrenaline of sports, the nostalgia of music, or the laughter of unscripted shows.

Vidio, founded in 2014, was initially owned by Mediatama Anugrah Citra and is now part of Surya Citra Media, both subsidiaries of Emtek.

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