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1. From opportunity to impact – Assessing the economic, societal, and cultural benefits of YouTube in Canada in 2022

Author:
Hamilton Galloway and Alice Gambarin
Publication Date:
06-2023
Content Type:
Special Report
Institution:
Oxford Economics
Abstract:
This study presents an updated assessment of YouTube’s contribution to Canada’s GDP and employment, and its broader impact on society and culture. Every day, YouTube helps Canadian users to learn new skills, connect with others, and enrich their lives. It also provides a platform for a diverse range of content creators to share their interests and passions with audiences within Canada and beyond, creating opportunities to build new careers and businesses. This supports substantial economic value for creators who receive income from the platform, for example as they are paid a share of the revenues from advertising placed alongside their videos. Creators may also earn revenues from other sources that are helped by their YouTube presence. These revenue sources not only support jobs and income for the creators themselves, but also wider activity in their supply chains, and through workers’ spending. In total, our economic modeling suggests that YouTube’s creative ecosystem contributed more than $2 billion CAD to Canada’s economy in 2022 and supported more than 35,000 full-time equivalent jobs. In this report we provide further details of our economic analysis, as well as the findings of wider survey research to investigate how YouTube can sustain careers for content creators; help businesses grow; build skills; amplify Canadian talent; and drive cultural diversity. Alongside the findings from our economic modeling and surveys, the report presents a series of case studies to highlight the personal stories of successful Canadian content creators, ranging from financial literacy to cross-cultural cuisine.
Topic:
Economics, Culture, YouTube, Society, and Revenue
Political Geography:
Canada and North America

2. The Projected Economic Impact of COVID-19 on the U.K. Creative Industries

Author:
Alice Gambarin and Osman Ismail
Publication Date:
06-2020
Content Type:
Working Paper
Institution:
Oxford Economics
Abstract:
This report explores the short-term effects of Covid-19 on the financial sustainability of the creative industries in the UK. Along with the tourism sector, Creative Industries (CIs) are among the most affected by the current Covid-19 crisis. Creative workers, one of the more vulnerable sectors of the workforce, are already seeing devastating impacts on their income, not only in turnover terms, but also in their charitable contributions and sponsorship. Leaving behind the more fragile part of the sector could cause irreparable socio-economic damage. We find that the Creative Industries are projecting a combined £77bn turnover loss over the course of 2020 compared to 2019 (-31%). This is expected to translate into a GVA shortfall of £29bn in 2020 compared to 2019 (-26%), over half of which is in London. In 2020, CIs are projecting a 122,000 drop in employment among employees (despite the Coronavirus Job Retention Scheme - JRS) and a further 287,000 job losses among self employed workers, compared to 2019 levels. In total, 409,000 CIs jobs are considered at risk, 27% of which are in London and 20% are in the South East.
Topic:
Economics, Public Health, Pandemic, COVID-19, and Socioeconomics
Political Geography:
United Kingdom and Europe

3. The Economic Impact of the University of the West of England

Author:
Andy Logan and Alice Gambarin
Publication Date:
04-2017
Content Type:
Research Paper
Institution:
Oxford Economics
Abstract:
In total, UWE Bristol is estimated to have supported 8,280 jobs in the West of England, or one in every 79 people in employment in the area. Some 59 percent was as a result of the University’s expenditure, with the remainder of jobs stimulated by additional students’ and their visitors’ spending. The University contributed £400.1 million in gross value added to the West of England economy. This is equivalent to 1.3 percent of the local economy. As a result of this activity, in 2014/15, the University, its employees, additional students, and their visitors supported a £88.7million tax contribution to the Exchequer. The University had a major impact on businesses and the local economy through its role in the supply of graduate talent. A significant proportion of the thousands of graduates from the University annually are employed within the city-region, including many of those attracted to study at UWE Bristol from elsewhere.
Topic:
Economics, Education, Tax Systems, Local, Higher Education, and Public Service
Political Geography:
United Kingdom and Europe