Recent Release | 18 Oct 2022
From opportunity to impact – Assessing the economic, societal, and cultural benefits of YouTube in Portugal
Economic Consulting Team
Oxford Economics
This study assesses YouTube’s contribution to GDP and employment in Portugal, and its broader impact on society and culture.
YouTube enables Portuguese 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 €50 million to the Portuguese economy in 2020 and supported 3,900 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; enable creators to find economic success and export content; and promote cultural diversity.
Alongside the findings from our economic modelling and surveys, we present a series of case studies to highlight the personal stories of successful Portuguese content creators.
Read the report in English
Animated video summary (English)
Veja os nossos resultados em português
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:
Margarida Secca Serra
Economist, Economic Impact
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