Recent Release | 30 Aug 2022

YouTube Impact Report:2021年 日本における YouTube の経済的・社会的・文化的影響

Economic Consulting Team

Oxford Economics

YouTube Impact Report Japan 2021

日本は世界第3位の経済大国ですが、IMD(国際経営開発研究所)の「World Digital Competitiveness Ranking」では28位に位置しています。このランキングは、経済的変革を推進するためにデジタル技術を採用する能力を評価したものです。日本がデジタル技術を取り入れることは、将来的に国際的な競争力を維持するための戦略上、重要なカギとなります。

Oxford Economicsが行ったYouTubeの経済的・社会的・文化的影響に関する調査では、YouTubeの動画プラットフォームが、日本のデジタル化の取り組みにプラスの影響をもたらしていることが明らかになりました。こうした影響は、クリエイティブ産業を変革し、企業にツールを提供するだけでなく、国民に情報や娯楽、つながりを提供することで実現されました。

この調査では、雇用と GDP への影響を定量化し、関連する産業や個人の生活の質への波及効果も検証しました。レポートには3,500人以上のYouTubeユーザー、2,000人以上のクリエイター、500を超える企業の意見が反映されており、YouTubeが今日の日本における生活にいかに影響を与えているかを明らかにしています。

YouTubeの日本における経済効果の中心となっているものは、YouTubeがクリエイターやメディア企業にもたらす広告収入、広告収入から派生し音楽業界に支払われるロイヤリティ、そしてYouTubeの存在によって刺激されたクリエイティブな起業家がプラットフォーム外で得る収入です。また、これらの収益が日本のサプライチェーンに波及し、従業員の支出を押し上げるという間接的・誘発的な経済波及効果もモデル化の対象にしています。

調査の結果、2021年、YouTube のクリエイティブ・エコシステムは日本において 3,500 億円以上の経済効果をもたらし、10万人を超えるフルタイム相当の雇用に貢献したことがわかりました。

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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 were:

James-Lambert
James Lambert

Director of Economics

+65 6850 0125

James-Lambert

James Lambert

Director of Economics

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 P Goodwin

Director of Applied Economics, Europe & Middle East

+44 (0)203 910 8050

Andrew P Goodwin

Director of Applied Economics, Europe & Middle East

London

Andrew is Director of Applied Economics, Europe & Middle East, and is based in our London office.

Since joining Oxford Economics in 2013 Andrew has led studies across a range of subject areas for public and private sector clients. These include projects for the Global Infrastructure Hub and PwC to forecast global infrastructure needs; economic impact studies in the aviation, maritime and defence sectors; work for cultural institutions such as the Royal Botanic Gardens, Kew and the British Library; analysing the impact of R&D support for clients including BEIS and the Centre for Process Innovation; and labour market studies for the UK Commission for Employment and Skills, the Department for Transport, and the Northern Ireland Department for Employment and Learning.

Before joining Oxford Economics, Andrew spent six years working as a Government economist at the Home Office and Department for Transport. Prior to that Andrew worked at DTZ Research and Consulting, where his responsibilities included analysing local economies and economic forecasting. Andrew holds an MSc in European Economic Integration from the University of Kent, where his dissertation analysed drivers of growth for European cities, and a BA in Economics with European Study from the University of Exeter.

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