Recent Release | 18 Oct 2022
L’impact de YouTube en France
Economic Consulting Team
Oxford Economics
Cette étude évalue la contribution de YouTube au PIB français et à l’emploi en France, ainsi que son impact plus large sur la société et la culture.
YouTube permet aux créateurs de contenu français d’atteindre un large public, tant à l’échelle locale qu’internationale. Cela apporte une valeur économique considérable pour les personnes qui perçoivent des revenus de la plateforme car elles touchent par exemple une partie des revenus issus de la publicité accompagnant leurs vidéos. Une présence sur YouTube peut également aider les créateurs à générer des revenus provenant d’autres sources, telles que la vente de produits, les partenariats avec des marques, ou les engagements de prestation en direct.
Ces sources de revenus soutiennent non seulement les emplois et les rémunérations des créateurs mêmes, mais également l’activité économique au sens plus large des chaînes d’approvisionnement et à travers les dépenses des salariés. Au total, l’écosystème créatif de YouTube a contribué à l’économie française à hauteur de plus de 650 millions d’euros et permis de soutenir plus de 20.000 emplois équivalents temps plein en 2021.
Dans ce rapport, nous présentons notre analyse économique ainsi que les conclusions tirées de nos recherches à plus grande échelle par le biais d’enquêtes sur la manière dont YouTube peut soutenir la carrière des créateurs de contenu; contribuer à la réussite des secteurs de la musique et des médias; informer la société et favoriser le changement; ainsi qu’encourager l’acquisition de compétences et de connaissances parmi les utilisateurs.
Parallèlement aux conclusions de notre modélisation économique et de nos enquêtes, nous présentons une série d’études de cas pour mettre en évidence les histoires personnelles de créateurs de contenu français qui ont eu du succès.
À propos de l’équipe
Notre équipe de consultants économiques est un leader mondial de l’analyse économique quantitative, travaillant avec des clients du monde entier et dans tous les secteurs pour créer des modèles, prévoir les marchés et évaluer les interventions à l’aide de techniques de pointe. Pour en savoir plus sur nos capacités, contactez:
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, United Kingdom
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 Secca Serra
Economist, Economic Impact
+44 (0) 20 3910 8152
Margarida Secca Serra
Economist, Economic Impact
London, United Kingdom
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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