Recent Release | 10 May 2022

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

Economic Consulting Team

Oxford Economics

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

YouTube gör det möjligt för svenska kreatörer att nå ut till en stor inhemsk och internationell publik. Detta innebär ett betydande ekonomiskt värde för dem som får inkomster från plattformen, exempelvis kreatörer som får betalt för reklam som visas i anslutning till deras videor. Att finnas på YouTube kan även hjälpa kreatörer att tjäna pengar från andra källor, som exempelvis försäljning av produkter, olika partnerskap och livesändningar.

Dessa intäktskällor skapar inte bara jobb och inkomster för kreatörerna själva, utan har även ekonomisk betydelse i försörjningskedjor och genom de pengar som de anställda spenderar i samhället. Vår ekonomiska modellering visar att YouTubes kreativa ekosystem bidrog med cirka 88 miljoner euro till den svenska ekonomin 2020 och skapade 3 300 heltidsjobb.

I den här rapporten beskriver vi vår ekonomiska analys samt resultaten av en bredare undersökning om hur YouTube utvecklar och exporterar svensk kultur, främjar kulturell mångfald, och bidrar med färdigheter och kunskap för användarna.

Vid sidan av resultaten från våra ekonomiska modeller och undersökningar presenterar vi en serie fallstudier, för att lyfta fram personliga berättelser från framgångsrika svenska kreatörer.

Läs rapporten på svenska
Animerad videosammanfattning (svenska)
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 were:

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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