Assessing the economic, societal and cultural impact of YouTube in Japan
Oxford Economics was commissioned by YouTube to assess the scale of its economic, cultural and societal impact in Japan. Our analysis shows that YouTube’s creative ecosystem contributed ¥239 billion to the Japanese economy in 2020 and supported some 75,970 jobs.
YouTube’s diverse and dedicated Japanese user-base visits the platform for a wide variety of reasons. These include discovering new music and entertainment, pursuing learning and self-improvement, connecting with like-minded communities, and exploring opportunities for growth in their careers.
We undertook three anonymised surveys comprising over 4,000 Japanese users, 1,080 creators, and 500 businesses. To model the economic impact of YouTube’s creative ecosystem, we used survey data and official statistics, such as spending, income and tax data, to estimate YouTube’s contribution to employment and GDP.
The direct source of this impact comes from the advertising revenues for creators and media companies, the advertising-derived royalty payments made to the music industry, as well as the off-platform revenues earned by creative entrepreneurs . We also captured the indirect and induced economic impacts of these revenues, that ripple through Japanese supply chains and are stimulated by the wage expenditure of those employed in YouTube’s creative ecosystem.
In the report, we present the results of our economic modelling and wider research, accompanied by additional evidence and case studies from some of Japan’s most notable YouTube creators: Yao Tube, CSTOYS, Youseful, Watercolour by Shibasaki, Abroad in Japan, Mononoke Maco, Kazue Chan, Haichi , Hajime and HikakinTV.
Download the report
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