Recent Release | 17 Oct 2022

Fra muligheder til indflydelse – En vurdering af de økonomiske, samfundsmæssige og kulturelle fordele ved YouTube i Danmark

Economic Consulting Team

Oxford Economics

Denne undersøgelse vurderer YouTubes bidrag til BNP og beskæftigelse i Danmark, og dets bredere indvirkning på samfundsmæssige og kultur.

YouTube gør det muligt for danske indholdsskabere at nå ud til et stort nationalt og internationalt publikum. Dette understøtter en betydelig økonomisk værdi for dem, der tjener indtægter fra platformen, da de for eksempel får udbetalt en andel af indtægterne fra de annoncer, som er placeret sammen med ​​deres videoer. En tilstedeværelse på YouTube kan også hjælpe skaberne med at tjene indtægter fra andre kilder, såsom produktsalg, brandpartnerskaber eller liveoptrædender.

Disse indtægtskilder understøtter ikke kun job og indkomst for skaberne selv, men også bredere aktiviteter i forsyningskæder og gennem forbrug. I alt tyder vores økonomiske modeller på, at YouTubes kreative økosystem bidrog med omkring 35 millioner euro til dansk økonomi i 2020 og understøttede 1.500 fuldtidsjobs.

I denne rapport skitserer vi vores økonomiske analyse samt resultaterne af yderligere undersøgelser for at anskueliggøre, hvordan YouTube kan opbygge færdigheder og viden blandt brugerne, støtte undervisere og studerende, og berige og fremme dansk kultur.

Sideløbende med resultaterne fra vores økonomiske modeller og undersøgelser præsenterer vi en række casestudier for at fremhæve de personlige historier om succesfulde danske indholdsskabere.

Læs vores rapport på dansk
Animeret videoresume (dansk)
Discover our results in English

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:

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.

Margarida Castro Rego

Economist

+44 (0)20 3910 8152

Margarida Castro Rego

Economist

London

Margarida joined Oxford Economics in 2019 as a graduate in the London office.

She works in the Applied Economics team where she has been involved in a variety of projects, including a literature review on the effectiveness of soft drink taxation on health and revenue objectives, and a literature review on the benefits of digital services in Europe. She has also supported the econometric modelling of future demand for meat in the UK and several reports on the economic, societal, and cultural benefits of YouTube in different countries.

Before joining Oxford Economics, Margarida worked for the Portuguese Agency for Trade and Investment in London. She holds both a BSc and a MSc in Economics from NOVA SBE and while completing her dissertation, she did an internship at the Portuguese Ministry of Economy.

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