Summary:
Livestream culture in Indonesia has evolved from transactional and gaming-focused formats into participatory digital environments cantered on visibility, recognition, and shared presence.
Using Marapthon “The Last Tale” as a case study, this article examines how livestreaming now functions as a behavioural space where audiences actively seek acknowledgement and social positioning.
Through Illuminate Asia’s semiotic lens, we identify the rise of the “Microphone Class” where audiences who do not only consume content but seek structured participation within it.
Livestream engagement in Indonesia is shifting from passive viewing to active participation.
In Indonesia, livestream culture today extends beyond content consumption. It now functions as a space for participation, recognition, and shared presence. However, this was not always the case.
Since the COVID-19 pandemic in 2020, livestream culture began rising significantly in Indonesia. During that period, livestreaming was largely concentrated in two main categories:
- Live commerce, especially on platforms such as TikTok Shop, Shopee, and Tokopedia
- Gaming livestreams on platforms such as YouTube and Twitch
At that time, livestreams functioned primarily as:
- A transactional space for selling products
- A performance space for competitive gaming
- A one-to-many broadcast model
Audience roles were mostly passive. Viewers watched, purchased, or supported, but the interaction was still secondary to the content itself. But today, the dynamic has changed and livestreams are no longer about absorbing content and currently structured around:
- Real-time participation
- Public visibility in chat
- Financial contribution as social signalling
- Shared emotional moments
Marapthon: The Last Tale by Reza Arap is a strong example of this shift. The format shows how Indonesian audiences are engaging differently compared to traditional content models. This article explains why livestream marathons attract sustained attention and what behavioural science tells us about this change.
Currently, livestreaming is becoming more mainstream across Indonesia
Livestream features are now standard across major platforms including YouTube, TikTok, Instagram, and Facebook. Platforms such as Twitch are fully built around live interaction. Globally, creators like Kai Cenat and iShowSpeed have demonstrated that extended livestream sessions can sustain attention for long durations.
In Indonesia, one interesting example is Marapthon: The Last Tale by Reza Arap. Unlike typical gaming streams, this streaming combines a 24/7 non-stop stream for 100 days that consists of daily activities, casual conversations, outdoor segments, guest appearances, and long unfiltered interactions. It functions less like a structured show and more like an open environment where viewers can spend time.
Why Do Audiences Stay for Hours?
Behavioural science suggests that livestream marathons activate several psychological drivers at the same time.
Parasocial Closeness: Feeling Connected to the Creator - Parasocial relationships describe the emotional connection audiences develop with media figures, even though the relationship is not fully mutual. In livestream settings, this connection becomes stronger because of real-time interactions. When a comment is read aloud or responded to, viewers feel acknowledged. Even short moments of recognition increase perceived closeness. Over long durations, repeated exposure builds familiarity and emotional attachment.
Time Investment and Commitment - Time investment also plays an important role. When someone spends several hours watching a stream, they have already invested personal time. Behavioural research shows that people are more likely to continue engaging in activities where they have invested resources. Leaving a long stream can feel like missing part of an ongoing experience. Over time, this builds habit. Viewers return not only because of specific content, but because they feel part of the continuity.
Social Proof and Collective Participation - Livestreaming is not only about the creator. It is also about the audience community. High viewer numbers, fast-moving chats, and active discussions create visible social proof. When many people are watching and engaging at the same time, it signals value. People tend to interpret popularity as relevance. This collective presence strengthens engagement and encourages participation.
The Rise of the “Microphone Class” - Within Illuminate Asia’s semiotic study on Indonesianness (Illuminate Asia Indonesianness Paper), we identified an emerging audience pattern we describe as the “Microphone Class.” This class refers to a growing segment of audiences who do not only want to consume content but want visible participation within it.
They seek:
- Acknowledgement
- Recognition in real time
- Public visibility
- The ability to influence interaction
In participatory digital environments such as livestreaming, the “microphone” is no longer exclusively owned by the creator. Through chat features, donations, Discord communities, and live response mechanisms, audiences gain structured access to visibility. This reframes livestream behaviour from passive viewing to negotiated presence.
From a behavioural science perspective, this pattern reflects:
- Social validation bias, where public acknowledgement reinforces engagement
- Variable reward loops, where unpredictable recognition sustains participation
- Identity signalling where financial contributions or witty comments function as status markers
- Belonging mechanisms, where presence in chat becomes a form of social embedding
In formats such as Marapthon, these mechanisms are amplified because the stream is continuous, interaction is constant, and visibility is persistent. The audience is not only watching the experience. They are positioning themselves within it.
Real-Time Scarcity - Live content is time-bound. Even if recordings are available later, the real-time interaction only happens once. This creates a sense of scarcity. Viewers are more likely to stay because they don’t want to miss unexpected moments, reactions, or interactions. The experience feels immediate and limited.
Donation and Membership as a Form of Participation - Another important element in livestream culture is donation and membership behaviour. In long streams like Marapthon, some viewers donate significant amounts to increase their chances of being noticed. At first glance, this appears to be financial support. However, behaviourally, it reflects the need for recognition. In crowded chat environments, visibility is limited. Donation features often highlight messages or prioritize them. This increases the probability of acknowledgment.
When a name or message is read in front of thousands of viewers, it provides social validation. The viewer shifts from being anonymous to being visible, even if briefly. Financial contribution also strengthens psychological attachment. When people invest money, their sense of involvement increases. The stream becomes something they support, not just something they consume. In this context, donation functions as participation.
What This Means for Brands and Creators
For brands and creators, this shift has clear implications:
- Attention is built through interaction, not only production quality
- Recognition mechanisms increase emotional engagement
- Real-time formats strengthen community-building
- Participation increases long-term attachment
Brands that design experiences allowing audiences to respond, contribute, and be acknowledged are more likely to build sustained engagement.
Where Illuminate Asia Fits In
Understanding livestream culture requires more than surface-level trend tracking. It requires cultural decoding and behavioural analysis.
At Illuminate Asia, we combine semiotics and behavioural science to help brands design strategies that align with emerging participation patterns in Southeast Asia.
To explore how these insights apply to your brand, contact us at:
info@illuminateasia.com
FAQs (Frequently Asked Questions)
- 1What is the Microphone Class? The Microphone Class refers to audiences who seek visibility and recognition within digital environments. Instead of passively consuming content, they actively participate through chat, donations, and community platforms to be acknowledged publicly
- Why are livestreams growing in Indonesia? Livestream adoption increased during the COVID-19 pandemic, initially driven by live commerce and gaming. Over time, audiences became accustomed to real-time interaction, which expanded into participatory livestream formats beyond commerce and gaming.
- Why do viewers donate large amounts during livestreams? Donations function as a visibility mechanism. They provide public acknowledgement, social signalling, and real-time interaction with creators. Behaviourally, this activates recognition and validation loops
- How is Marapthon different from traditional gaming streams? Marapthon extends beyond gameplay. It combines real-life activities, long-duration streaming, rotating personalities, and continuous interaction. The format creates sustained presence rather than episodic entertainment
- What does this mean for brands? Brands must design experiences that allow structured participation. Visibility, acknowledgement, and real-time feedback mechanisms are now central to digital engagement strategies.