Economic Impact | 07 Dec 2021

Assessing the economic, societal, and cultural benefits of YouTube in Ireland

YouTube enables Irish content creators to reach a large domestic and international audience. This supports substantial economic value for those who earn income from the platform, for example as they are paid a share of the revenues from advertising placed alongside their videos. A YouTube presence can also help creators earn revenues from other sources, such as product sales, brand partnerships, or live performance engagements.

These revenue sources not only support jobs and income for the creators themselves, but also wider activity in supply chains, and through workers’ spending. In total, our economic modelling suggests that YouTube’s creative ecosystem contributed around €30 million to the Irish economy in 2020 and supported 1,600 full-time equivalent jobs.

In this report we outline our economic analysis, as well as the findings of wider survey research to investigate how YouTube can build skills and knowledge amongst users; promote cultural diversity; and sustain careers for content creators. We also highlight how YouTube has proved helpful during Covid-19.

Alongside the findings from our economic modelling and surveys, we present a series of case studies to highlight the personal stories of successful Irish content creators.

Read the report
Animated video summary

 

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.

Oxford Economics’ team is expert at applying advanced economic tools that provide valuable insights into today’s most pressing business, financial, and policy issues.

To find out more about our capabilities, contact:

EMEA
Sam Moore
+44 (0)207 803 1415
Email

Americas
Diantha Redd
+1 (646) 384 0271
Email

Asia
Rhianne Clark
+65 6850 0112
Email

Related Services

Post

From opportunity to impact – Assessing the economic, societal, and cultural benefits of YouTube in Sweden

This study assesses YouTube's contribution to GDP and employment in Sweden, and its broader impact on society and culture.

Find Out More

Post

Från möjlighet till påverkan – Utvärdering av de ekonomiska, sociala och kulturella fördelarna med YouTube i Sverige

Denna studie utvärderar YouTubes påverkan på Sveriges BNP och sysselsättningsgrad samt samhället och kulturen.

Find Out More
Motorbike in Sunset

Post

The economic importance of motorcycles to Europe – technical report

Motorcycle-related activity supports €21.4 billion of output (GDP) across Europe a year, sustains 389,000 jobs, and generates €16.6 billion of tax revenues, according to research by Oxford Economics.

Find Out More