<![CDATA[The COVID-19 pandemic created severe financial uncertainty for all sectors in Indonesia, including the media and entertainment industry sectors. However, empirical evidence on its long-term financial adjustments remains limited. This study analyzes the financial performance and cash holding of Indonesian ME companies over 2014–2024, focusing on pandemic trends and impacts using profitability and liquidity variables such as cash holding, revenue, operating profit, and return on asset. Through descriptive trend analysis and Wilcoxon test via R Studio, we find significant dynamics in liquidity, assets, revenue, and operating income across the decade. Notably, we empirically find that average cash holding increased after COVID-19, reflecting a precautionary risk mitigation strategy against post-pandemic uncertainty. This study provides important insights for financial managers and policymakers in understanding financial performance patterns and liquidity management in the media and entertainment sector, especially in the face of crises.]]>
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