Assessing the economic, societal, and cultural impact of YouTube in Australia.
Oxford Economics was commissioned by YouTube to assess the scale of its economic, cultural and societal impact in Australia. We found that the YouTube’s creative ecosystem contributed A$608 million to the Australian Economy in 2020 and supported 15,750 full time equivalent jobs. In fact, its impact spreads more broadly still into many aspects of Australian life.
YouTube’s diverse and dedicated Australian user-base visits the platform every month for a wide variety of reasons. They include discovering new music and entertainment, to supplementing their formal education, connecting with like-minded communities, and learning new skills to find a job. Oxford Economics was commissioned by YouTube to assess the scale of its economic, cultural and societal impact in Australia. We undertook three anonymised surveys comprising over 4,000 Australia‑based users, over 300 creators, and 500 businesses.
To model the economic impact of YouTube’s complex creative ecosystem, we used survey data and official statistics, such as spending, income and tax data, to estimate its contribution to employment and GDP.
The source of this impact is the advertising revenues for creators and media companies, and the advertising-derived royalty payments made to the music industry, as well as the off-platform revenues earned by creative entrepreneurs that are stimulated by their YouTube presence.
We also capture the indirect and induced economic impacts of these revenues, that ripple through Australian supply chains and are stimulated by the wage expenditure of those employed. We found that YouTube’s creative ecosystem contributed A$608 million to the Australian Economy in 2020, and supported 15,750 full time equivalent jobs.
In the report, we present the results of our economic modelling and wider research, accompanied by additional evidence and case studies from some of Australia’s most notable YouTube stars and creative entrepreneurs, including: Bounce Patrol, Marion’s Kitchen, YBS Youngbloods, Miiesha, Chloé Hayden, Baker Boy, Dr Matt & Dr Mike, and Chloe Ting.
Read the report
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