Recent Release | 20 Dec 2022

A PLATFORM FOR INDIAN OPPORTUNITY: Assessing the economic, societal, and cultural impact of YouTube in India in 2021

Economic Consulting Team

Oxford Economics

YouTube India
YouTube India report

YouTube democratises opportunities in India, enabling the population to consistently create, learn and earn in innovative ways. Individuals can use the platform to pick up new skills and hobbies, access credible information, and learn about India’s cultural diversity. Meanwhile, it also fosters a diverse creator economy with economic opportunities across the country.

Through this creator economy, Indian content creators can share multi-format videos with a wide domestic and international population. This generates substantial revenues for creators and stimulates a wider activity across India’s economy via supply chains and wage expenditure. Together, this content creation and the related economic activity contribute significantly to India’s GDP and job opportunities.

In this study, Oxford Economics worked closely with YouTube to identify that YouTube’s creative ecosystem contributed over INR 10,000 Crores to India’s GDP and supported more than 7,50,000 full-time equivalent (FTE) jobs in India in 2021. YouTube brings not only economic value, but also social and cultural impact on the country.

About the team

Our economic consulting team are world leaders in quantitative economic analysis, working with clients around the globe and across sectors to build models, forecast markets and evaluate interventions using state-of-the art techniques. Lead consultants on this project included:

James-Lambert
James Lambert

Director of Economic Consulting, Asia

+65 6850 0125

James-Lambert

James Lambert

Director of Economic Consulting, Asia

Singapore

James is the Director of Oxford Economics’ economic consulting services in Asia.

James moved to this role from Oxford Economics’ London office, where he headed up a team dedicated to exploring the economic impact of technology. He delivered high profile studies on the growth of the digital economy, the impact of automation and the implications for the labour market.

Prior to joining Oxford Economics, James spent over six years in the Government Economics Service. He worked in economics teams of the Cabinet Office, the Foreign and Commonwealth Office and the Department for Transport. There, he gained experience in microeconomic analysis and impact assessment as well as international macroeconomics, economic risk analysis and energy security. In the FCO, James spent three years working on economic issues in East and South East Asia. He also previously worked for the International Labour Organization.

Andrew Tessler
Andrew Tessler

Head of Economic Impact Consulting, Australasia

+61 (0) 2 8458 4224

Andrew Tessler

Private: Andrew Tessler

Head of Economic Impact Consulting, Australasia

Sydney

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