Oxford Economics worked closely with YouTube in the second quarter of 2022 to develop a rigorous approach to measuring the video platform’s economic, social, and cultural impact across Indonesia. Our study quantified the jobs and GDP contribution of the platform, and explored the ripple effects on adjacent industries and individuals’ quality of life. We surveyed 3,227 creators, 3,019 YouTube users, and 526 businesses across the country, combined with additional qualitative interviews to glean insights into how the platform is contributing to their day-to-day lives and businesses.
In this study, we found that YouTube’s creative ecosystem contributed IDR7.5 trillion to Indonesia’s GDP and supported more than 200,000 full-time equivalent (FTE) jobs across the economy in 2021. YouTube’s Indonesian creators not only inform, entertain and inspire their audiences but also stimulate a wider creative economy. As channels grow in scale, so do their supply chains of talent, bolstering the Indonesian creative ecosystem, with positive impacts on jobs and Indonesian GDP.
Indonesia is an incredibly diverse country, with some 1,300 ethnic groups and over 300 languages spoken across its 17,000+ islands. 89% of the Indonesian creators we surveyed agree that YouTube encourages them to create diverse and inclusive content.
Indonesian creators like Khairunnisa Adlina demonstrate YouTube’s potential to enable Indonesians to transform their livelihoods for the better. Adlina uploads tutorials on YouTube about how to become a creator, with nothing more than a cell phone; the channel has now grown to over 1 million subscribers. Her example highlights how YouTube allows virtually anyone in Indonesia with an internet connection, smartphone and inclination to share their skill, passion or voice to create a YouTube channel, share content and have the potential to earn revenue.
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:
Director of Economic Consulting, Asia
Head of Economic Impact Consulting, Australasia, OE Australia
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