At a Glance

• Gen Z Indonesia who still read physical books regularly 41%
• Gen Z who read for selfdevelopment and knowledge 58 %
• IMGR report edition this data comes from 2026

Somewhere between the fifth TikTok video and the third Instagram Story, something clicked. Gen Z started reaching for a book instead.

It sounds counterintuitive. This is the generation that grew up with a screen in their hand, a playlist in their ears, and a notifications panel that never sleeps. Yet according to the Indonesia Millennial & Gen Z Report 2026 (IMGR 2026)  a comprehensive national study by IDN Media in collaboration with Populix physical books are making a quiet, deliberate comeback among young Indonesians.

What Is the IMGR 2026 and What Did It Find About Reading?

The Indonesia Millennial & Gen Z Report 2026 is an annual research publication by IDN Media and Populix that tracks the behaviors, values, and lifestyle shifts of Indonesia's two largest generational cohorts. Released in mid-2026, the report surveyed thousands of respondents across the country and found that reading remains one of the top activities young Indonesians turn to  not just to learn, but to slow down.

The key finding: 41% of Gen Z Indonesia still reads physical books on a regular basis, even in the middle of a digital content flood. And when asked why, 58% said they read for self-development and to expand their knowledge  not just for entertainment.

Why Is Gen Z Going Back to Physical Books ?

The answer is less about books and more about what books aren't: they don't ping, notify, autoplay, or algorithmically hijack your attention.

In an era where the average Indonesian spends over four hours a day on their phone, a physical book offers something increasingly rare  sustained focus. No tab-switching. No comment section. No recommended content designed to keep you hooked for one more minute.

("It's not just about reading  it's about finding space to slow down for a moment.")  IDN x Populix IMGR 2026 Campaign 

Reading, in this framing, is a form of digital detox that doesn't require you to log off. You just close the app and open a cover.

How BookTok and Reading Dates Are Making Books Feel Social Again
Here's the part that might surprise you: the physical book revival isn't happening despite social media  it's happening through it.

#BookTok, the TikTok community built around book reviews and reading aesthetics, has turned reading into a shareable, identity-forming act. Reading dates  where you show up to a café with a friend and sit in companionable silence over separate books  are trending across Indonesian cities. Book clubs have evolved from dusty, formal affairs into relaxed community spaces where Gen Z can build connection around a shared chapter.

Slide 3 of the IDN x Populix carousel put it plainly: "Buku bukan lagi sekadar sumber informasi, tapi juga bagian dari identitas dan komunitas." Books are no longer just information delivery systems. They're cultural signals.

Reading as Self-Care: The New Meaning Behind the Habit

The final frame the IMGR 2026 report offers is the most resonant. In a world where notifications arrive constantly and context-switching is the default state of the brain, reading a physical book is becoming a form of self-care.

It's a deliberate, low-stimulation act in a high-stimulation environment. You can't multitask well with a book. That friction  which used to feel like a disadvantage  is now the point.

The surprising counterintuitive truth? The slower, more analog experience of reading may actually be better suited to a burnt-out, overstimulated generation than anything designed to grab their attention.