In 2022, about 187.7 million people in Indonesia owned smartphones, making Indonesia the world’s fourth-largest smartphone market. In the fiercely competitive digital landscape of 2026, relying solely on traditional channels like Google Play or social media is no longer a sustainable app user acquisition strategy.
For an OTT app developer or marketer looking to enter the booming Indonesian market, the challenge is clear: rising cost per acquisition and intense market saturation. To drive app growth effectively, we must look toward the “smart shortcut” that bypasses marketplace clutter: Mobile OEM placements.
The Indonesian opportunity
Indonesia is a pivotal market in Southeast Asia, boasting over 120 million mobile gamers and a rapidly growing OTT platform audience. However, this diversity requires a localized approach. Traditional digital marketing often underperforms in non-metro cities, but a mobile original equipment manufacturer (OEM) has a deep distribution network that reaches users directly on their devices. Hence, it should be part of every marketer’s app user acquisition strategy.
Why OEM ads should be part of your app user acquisition strategy
According to a 2023 report, more than 150 million Indonesians use digital streaming services. The OEM channel offers a unique advantage by positioning OTT apps directly within the phone’s ecosystem. Unlike standard display or banner ads, which users have learned to ignore, native ads on OEMs feel like a seamless part of the mobile device experience.
- Reach new audiences: Working with companies such as Xiaomi, Huawei, vivo, and OPPO lets you connect with people who may not use traditional search engines or social media.
- Try new ad formats: OEMs offer options such as dynamic preloads and placements in alternative app stores, including Xiaomi GetApps. These formats work well because they reach users at key moments, like when they first set up their devices.
- Reduce fraud risk: In performance marketing, transparency is paramount. Mobile OEM ads offer better tracking and reach real users, so your budget goes toward real engagement rather than fake traffic.
Actionable insights for the Indonesian market
Based on our experience in mobile advertising, showing real people performs better than polished CGI in this region. Authentic visuals and short stories get better results than highly produced ads. For OTT apps, use OEM placements like search bar suggestions or branded folders (e.g., an “Entertainment” folder) to keep your app visible.
Don’t ignore the power of re-engagement. If you have an OTT app with high app installs but low activity, use mobile OEM advertising to re-engage dormant users with personalized, time-zone-optimized notifications. Thus, OEM ads are not just a good user acquisition strategy but also a great way to engage and retain users for the long term.
The future of diversification
No matter where you are growing—whether in the United States, North America, or Southeast Asia—diversifying your user acquisition is key. Learning to use OEM marketing is now essential for any marketer seeking steady, profitable growth in 2026.
If you focus on measurable events, such as a user’s first subscription or first stream, instead of just installs, you can turn an install-focused campaign into one that delivers strong returns.
Want to stand out from the crowd? Building a strong platform is just the start—getting your app in front of users is just as important. With smart OEM advertising, your app can appear on millions of devices from day one. Use AVOW intelligence to find these opportunities and grow your user base.
Contact AVOW to plan your next growth strategy.
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