1. 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