Recent Release | 30 Aug 2022
A PLATFORM FOR JAPANESE OPPORTUNITY: Assessing the economic, societal and cultural impact of YouTube in Japan in 2021
Economic Consulting Team
Oxford Economics
Japan is the world’s third largest economy, but currently sits 28th in the IMD’s World Digital Competitiveness Ranking, which measures capacity to adopt digital technologies to drive ecconomic transformation. Japan’s ability to embrace digital innovation is key to its strategy to retain intenational competitiveness in the future.
Our research into the economic, societal and cultural impact of YouTube highlights how YouTube’s video platform is having positive effects on the country’s digitalization efforts through transforming the creative sector and providing tools to businesses, while also informing, entertaining and connecting the population.
The study quantified jobs and GDP outcomes and examined the ripple effects on adjacent industries and individuals’ quality of life. The views of more than 3,500 YouTube users, 2,000 creators, and 500 businesses were analysed to uncover how YouTube is influencing the experience of living, today, in Japan.
The source of YouTube’s economic footprint in Japan is the advertising revenues it generates for creators and media companies, and the advertising-derived royalty payments made to the music industry, as well as off-platform revenues earned by creative entrepreneurs that are stimulated by their YouTube presence. In our modelling framework we also capture the indirect and induced economic impacts of these revenues, that ripple through Japanese supply chains and are boosted by the wage expenditure of those employed.
We found that YouTube’s creative ecosystem contributed over JP¥350 billion to Japan’s GDP and more than 100,000 full-time equivalent jobs.
Download the report in Japanese
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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 included:
James Lambert
Director of Economic Consulting, Asia
+65 6850 0125
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.
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