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1. Assessing the economic, societal and cultural impact of YouTube in India

Author:
Oxford Economics
Publication Date:
03-2022
Content Type:
Working Paper
Institution:
Oxford Economics
Abstract:
Recent research by Oxford Economics suggests YouTube contributed 6,800 Cr to the Indian economy in 2020 and supported 6,83,900 jobs. But its impact goes further, bringing a rich array of economic, cultural and societal benefits to India. YouTube generates substantial revenue for creators, artists, and media companies, who in turn support a broad ecosystem of employees and businesses in India. Creators deliver a wealth of educational tools and materials, which are valued by students, parents, and teachers alike.
Topic:
Economics, Mass Media, Social Media, and YouTube
Political Geography:
India and Asia

2. The State of the Creator Economy – Assessing the economic, societal, and cultural impact of YouTube in the US in 2021

Author:
Oxford Economics
Publication Date:
07-2022
Content Type:
Policy Brief
Institution:
Oxford Economics
Abstract:
This study presents an updated assessment of YouTube’s contribution to US GDP and employment, and its broader impact on society and culture.
Topic:
Economics, Mass Media, Employment, Social Media, and YouTube
Political Geography:
North America and United States of America

3. Assessing the Economic, Societal and Cultural Benefits of YouTube in Brazil

Author:
Oxford Economics
Publication Date:
09-2021
Content Type:
Working Paper
Institution:
Oxford Economics
Abstract:
Read how Oxford Economics and YouTube partnered to identify the economic and societal benefits of YouTube in Brazil. Through our rigorous economic modelling and survey capabilities, we found that, in 2020, YouTube contributed R$3.4 billion to Brazil’s GDP and 122,000 full-time equivalent jobs. Our research shows that YouTube fosters significant positive trends for Brazil’s creators in terms of professional goal achievement, business growth, and improved practical skills, as well as serving as a vital resource for teachers and learners
Topic:
Economics, GDP, Social Media, and YouTube
Political Geography:
Brazil and South America

4. Assessing the economic, societal, and cultural benefits of YouTube in Poland

Author:
Oxford Economics
Publication Date:
11-2021
Content Type:
Policy Brief
Institution:
Oxford Economics
Abstract:
This study assesses YouTube’s contribution to GDP and employment in Poland, and its broader impact on society and culture. YouTube enables Polish content creators to reach a large domestic and international audience. This supports substantial economic value for those who earn income from the platform, for example as they are paid a share of the revenues from advertising placed alongside their videos. A YouTube presence can also help creators earn revenues from other sources, such as product sales, brand partnerships, or live performance engagements. These revenue sources not only support jobs and income for the creators themselves, but also wider activity in supply chains, and through workers’ spending. In total, our economic modelling suggests that YouTube’s creative ecosystem contributed around €98 million to the Polish economy in 2020 and supported 11,000 full-time equivalent jobs. In this report we outline our economic analysis, as well as the findings of wider survey research to investigate how YouTube can build skills and knowledge amongst users; enrich and promote Polish culture; and sustain careers for content creators. We also highlight how YouTube has proved helpful during Covid-19. Alongside the findings from our economic modelling and surveys, we present a series of case studies to highlight th the personal stories of successful Polish content creators.
Topic:
Economics, Mass Media, Social Media, YouTube, and Content Analysis
Political Geography:
Europe and Poland

5. Assessing the economic, societal, and cultural benefits of YouTube in Spain

Author:
Oxford Economics
Publication Date:
11-2021
Content Type:
Policy Brief
Institution:
Oxford Economics
Abstract:
YouTube enables Spanish content creators to reach a large domestic and international audience. This supports substantial economic value for those who earn income from the platform, for example as they are paid a share of the revenues from advertising placed alongside their videos. A YouTube presence can also help creators earn revenues from other sources, such as product sales, brand partnerships, or live performance engagements. These revenue sources not only support jobs and income for the creators themselves, but also wider activity in supply chains, and through workers’ spending. In total, our economic modelling suggests that YouTube’s creative ecosystem contributed around €313 million to the Spanish economy in 2020 and supported 21,000 full-time equivalent jobs. In this report we outline our economic analysis, as well as the findings of wider survey research to investigate how YouTube can sustain careers for content creators; build skills and knowledge amongst users; and promote Spanish culture to a global audience. We also highlight how YouTube has proved helpful during Covid-19. Alongside the findings from our economic modelling and surveys, we present a series of case studies to highlight the personal stories of successful Spanish content creators.
Topic:
Economics, Mass Media, Social Media, YouTube, and Content Analysis
Political Geography:
Europe and Spain

6. Assessing the economic, societal, and cultural benefits of YouTube in Italy

Author:
Oxford Economics
Publication Date:
11-2021
Content Type:
Policy Brief
Institution:
Oxford Economics
Abstract:
YouTube enables Italian content creators to reach a large domestic and international audience. This supports substantial economic value for those who earn income from the platform, for example as they are paid a share of the revenues from advertising placed alongside their videos. A YouTube presence can also help creators earn revenues from other sources, such as product sales, brand partnerships, or live performance engagements. These revenue sources not only support jobs and income for the creators themselves, but also wider activity in supply chains, and through workers’ spending. In total, our economic modelling suggests that YouTube’s creative ecosystem contributed around €190 million to the Italian economy in 2020 and supported 15,000 full-time equivalent jobs. In this report we outline our economic analysis, as well as the findings of wider survey research to investigate how YouTube can sustain careers for content creators; promote Italian culture to a global audience; drive cultural diversity; and support businesses. We also highlight how YouTube has proved helpful during Covid-19. Alongside the findings from our economic modelling and surveys, we present a series of case studies to highlight the personal stories of successful Italian content creators.
Topic:
Economics, Mass Media, Social Media, YouTube, and Content Analysis
Political Geography:
Europe and Italy

7. Assessing the economic, societal, and cultural benefits of YouTube in Ireland

Author:
Oxford Economics
Publication Date:
12-2021
Content Type:
Policy Brief
Institution:
Oxford Economics
Abstract:
YouTube enables Irish content creators to reach a large domestic and international audience. This supports substantial economic value for those who earn income from the platform, for example as they are paid a share of the revenues from advertising placed alongside their videos. A YouTube presence can also help creators earn revenues from other sources, such as product sales, brand partnerships, or live performance engagements. These revenue sources not only support jobs and income for the creators themselves, but also wider activity in supply chains, and through workers’ spending. In total, our economic modelling suggests that YouTube’s creative ecosystem contributed around €30 million to the Irish economy in 2020 and supported 1,600 full-time equivalent jobs. In this report we outline our economic analysis, as well as the findings of wider survey research to investigate how YouTube can build skills and knowledge amongst users; promote cultural diversity; and sustain careers for content creators. We also highlight how YouTube has proved helpful during Covid-19.
Topic:
Economics, Mass Media, Social Media, YouTube, and Content Analysis
Political Geography:
Europe and Ireland