Recent Release | 19 Jan 2023

YouTube’un Türkiye’deki ekonomik, toplumsal ve kültürel etkisi

Economic Consulting Team

Oxford Economics

Bu çalışma, YouTube’un Türkiye’de GSYİH’ye ve istihdama katkısını ve toplum ve kültür üzerindeki daha geniş etkisini değerlendirmektedir.

YouTube, Türkiye’deki içerik üreticilerinin yurt içi ve yurt dışından geniş bir kitleye ulaşmasını sağlamaktadır. Bu olanak, platformdan gelir elde eden kişiler için için ekonomik değeri desteklemektedir. Örneğin, yayınladıkları videolarda gösterilen reklam gelirlerinden pay alabilmektedirler. YouTube’da sahip oldukları görünürlük, içerik üreticilerin ürün satışları, marka ortaklıkları ve canlı performans işbirlikleri gibi çeşitli kaynaklardan da gelir elde etmelerine yardımcı olabilmektedir.

Bu gelir kaynakları sadece içerik üreticilerine istihdam ve gelir desteği sağlamakla kalmamakta, ayrıca tedarik zincirlerine ve tüketim harcamalarına kadar uzanan daha geniş bir ekonomik aktiviteye zemin hazırlamaktadır. Ekonomik modellememizde gösterildiği üzere, YouTube’un içerik üretici ekosistemi 2021’de Türkiye’nin GSYİH’sine toplamda 2 milyar Türk lirasından fazla katkıda bulunmuş ve 45.000’den fazla tam zamanlı işe eş değer istihdamı desteklemiştir.

Bu raporda, hem ekonomik analizimiz ana hatlarıyla sunulmakta hem de içerik üreticilerini ekonomik ve sosyal etki yaratmaya teşvik etme, işletmelerin büyümesine yardımcı olma, yeteneklerin ve kültür ürünlerinin ihracatını teşvik etme ve kullanıcıların beceri ve bilgi edinmesine yardımcı olma açısından YouTube’un rolünü inceleyen daha geniş bir anket araştırmasının sonuçları açıklanmaktadır.

Ekonomik modellememiz ve anketlerimizden elde edilen sonuçların yanı sıra, Türkiye’deki başarılı içerik üreticilerinin hikâyelerini öne çıkaran bir dizi vaka çalışması da sunulmaktadır.

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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