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1. 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

2. 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

3. 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

4. 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

5. K-pop Fans’ Reaction Videos and Their Implications for Korean Language Learning

Author:
Soojin Ahn
Publication Date:
10-2018
Content Type:
Journal Article
Journal:
International Journal of Korean Studies
Institution:
International Council on Korean Studies
Abstract:
As social media platforms such as YouTube have become important access points for Korean popular music (K-pop), international fans have enjoyed recording and sharing their responses to K-pop music videos on social media. In particular, reaction videos have been the most convenient and popular way for many international fans to share their opinions on and reactions to K-pop songs with others. This study aims to investigate the unique characteristics of reaction videos to share K-pop fans’ cultural experiences through YouTube videos and discuss the potential use of such fans’ learner motivation and learning environment for Korean language education. Four YouTube reaction videos were investigated through thematic analysis and through a discourse analysis informed by interactional sociolinguistics. The findings show how the reaction video creators build a community with other fans by establishing familiarity through agreement, considering the audience, and exchanging information, not only about a specific song, but also about K-pop in general and Korean Wave genres. These creators also demonstrated multiliteracies by expressing their opinions and feelings through facial expressions, visuals, and dance. These creators make their reaction videos regularly, proving their long-term enthusiasm for K-pop and the Korean Wave. This research offers important implications for future Korean language education, which will embrace diverse groups of international learners who actively participate in K-pop fan activities online.
Topic:
Culture, Social Media, Language, Music, and YouTube
Political Geography:
Europe, Asia, South Korea, Korea, and United States of America