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1. Assessing the economic, societal, and cultural benefits of YouTube in Poland

Author:
Oxford Economics
Publication Date:
11-2021
Content Type:
Policy Brief
Institution:
Oxford Economics
Abstract:
This study assesses YouTube’s contribution to GDP and employment in Poland, and its broader impact on society and culture. YouTube enables Polish 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 €98 million to the Polish economy in 2020 and supported 11,000 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; enrich and promote Polish culture; 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 th the personal stories of successful Polish content creators.
Topic:
Economics, Mass Media, Social Media, YouTube, and Content Analysis
Political Geography:
Europe and Poland

2. Assessing the economic, societal, and cultural benefits of YouTube in Spain

Author:
Oxford Economics
Publication Date:
11-2021
Content Type:
Policy Brief
Institution:
Oxford Economics
Abstract:
YouTube enables Spanish 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 €313 million to the Spanish economy in 2020 and supported 21,000 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 sustain careers for content creators; build skills and knowledge amongst users; and promote Spanish culture to a global audience. 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 Spanish content creators.
Topic:
Economics, Mass Media, Social Media, YouTube, and Content Analysis
Political Geography:
Europe and Spain

3. Assessing the economic, societal, and cultural benefits of YouTube in Italy

Author:
Oxford Economics
Publication Date:
11-2021
Content Type:
Policy Brief
Institution:
Oxford Economics
Abstract:
YouTube enables Italian 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 €190 million to the Italian economy in 2020 and supported 15,000 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 sustain careers for content creators; promote Italian culture to a global audience; drive cultural diversity; and support businesses. 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 Italian content creators.
Topic:
Economics, Mass Media, Social Media, YouTube, and Content Analysis
Political Geography:
Europe and Italy

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

Author:
Oxford Economics
Publication Date:
12-2021
Content Type:
Policy Brief
Institution:
Oxford Economics
Abstract:
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.
Topic:
Economics, Mass Media, Social Media, YouTube, and Content Analysis
Political Geography:
Europe and Ireland

5. The Economic Impact of Gatwick Airport

Author:
Pete Collings and Osman Ismail
Publication Date:
01-2017
Content Type:
Policy Brief
Institution:
Oxford Economics
Abstract:
Oxford Economics were appointed by the Gatwick Growth Board (GGB) to provide an independent assessment of Gatwick Airport's local, regional and national impact. The GGB was established in 2016 to examine the economic and social consequences of Gatwick Airport’s future plans for growth and expansion. The resulting study represents the most detailed assessment to date of Gatwick's economic footprint, and will provide evidence for the GGB's strategic work over the coming year. It finds that Gatwick Airport’s operations and services deliver very significant economic benefits for the UK, with its national GDP contribution reaching £5.3 billion in 2016, equivalent to 0.3% of the UK's total. Some 43 million passenger journeys passed through Gatwick during that year, underlining its position as a key component of national infrastructure. In addition, the report measures the Airport's wider impact, beyond its direct transport benefits to passengers and airlines. At the centre of a complex network of supply chains, Gatwick Airport enables activity throughout the Gatwick Diamond area, and beyond. The salaries sustained by employment at the Gatwick site also provide an invaluable contribution to the local consumer economy. The study also explores the potential for the Airport to deliver an even greater economic contribution in future.
Topic:
Economics, Tourism, Transportation, and Airline Companies
Political Geography:
United Kingdom and Europe