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TheStateofTheCreatorEconomyAssessingtheEconomic,Societal,andCulturalImpactofYouTubeintheUSin2021YOUTUBEUSIMPACTREPORT2021OXFORDECONOMICSForewordYOUTUBEUSIMPACTREPORT2021OXFORDECONOMICSTableofContentses ofpersonalizedcasestudiesofAmericanYouTubecreatorswhodescribehowHelpingUnderrepresentedAudiencesFindTheirVoice20 GlossaryofTerms26HamiltonGallowayHeadofConsultancyMethodologyQA04/28OXFORD04/28SourceYouTubedataasofDecember1.EXECUTIVESUMMARYYouTube'sImpactintheUSEconomicContribution$25$25B+425K+APlatformforCreators445K+5.5K+YOUTUBEUSIMPACTREPORT2021OXFORDECONOMICS05/28AWealthofBenefitsEconomicImpactSocietalImpactCulturalImpactDiversity&InclusionImpactYOUTUBEUSIMPACTREPORT2021OXFORDECONOMICS06/28INTRODUCTIONTheCreatorEconomyWIDE-RANGINGIMPACTScatalytic. tsDIRECTIMPACTExamples:CreativeEntrepreneursMediaCompaniesMusicIndustryINDUCEDIMPACTExamples:RecreationHouseholdDIRECTIMPACTExamples:CreativeEntrepreneursMediaCompaniesMusicIndustryINDUCEDIMPACTExamples:RecreationHouseholdGoodsConsumerSupplyChainsINDIRECTIMPACTExamples:VideoProductionSound&FilmEquipmentSupportServicesCATALYTICIMPACTTOTALECONOMICIMPACT $25B+Contribution425K+For2021calendaryearOXFORDECONOMICS07/28TotalEconomicImpactPaidbyYouTubeExamples:AdsMusicRoyaltyPaymentsAidedbyExamples:ProductSponsorshipsExternalSalesbyCreatorsECONOMICIMPACTECONOMICIMPACTOXFORDECONOMICSECONOMICIMPACTTheHomeofCreativeEntrepreneurssOPPORTUNITIESFORALLrsghdgYOUTUBEUSIMPACTREPORT2021ECONOMICIMPACTECONOMICIMPACTen885%83%83%779%ReachingNewAudiencesAdaptingtoNewChallengesAToolforTraining775%80%80%72%OvercomingDifficultyCreatingOpportunityGeneratingIncomeECONOMICIMPACTECONOMICIMPACTOXFORDECONOMICS/KukuwaFitnessHelpingPeopleStayFitThroughAfricanDanceessYOUTUBEUSIMPACTREPORT2021ECONOMICIMPACTECONOMICIMPACTOXFORDECONOMICS/WhiteHouseontheHillAFamily'sLifeontheFarmYOUTUBEUSIMPACTREPORT202112/12/28SOCIETALIMPACTSOCIETALIMPACTOXFORDECONOMICSSOCIETALIMPACTAUsefulToolforBuildingSkills&OpportunitiesYOUTUBEUSIMPACTREPORT2021SOCIETALIMPACTSOCIETALIMPACT9393%90%90%9393%PracticalSolutionsAPositiveImpactAWealthofKnowledge887%72%8484%HelpfulInformationAResourceforHealthMakingEducationFunSOCIETALIMPACTSOCIETALIMPACTOXFORDECONOMICS/JustinEllen|ProfessionalBaker&YouTubeLearnerLearningtheArtofCakeDecoratingsrs YOUTUBEUSIMPACTREPORT2021SOCIETALIMPACTSOCIETALIMPACT1616/28CULTURALIMPACTCULTURALIMPACTOXFORDECONOMICSCULTURALIMPACTAccesstoCultures&CommunitiesinyYOUTUBEUSIMPACTREPORT2021AGlobalPlatformAGlobalPlatformCULTURALIMPACT7878%WorldwideViewershipSourceYouTubedataasofDecember1.7070%83%83%APlacetoBelongContentinManyLanguagesCULTURALIMPACTCULTURALIMPACTOXFORDECONOMICS/RhettPriceTheHip-HopViolinistwoaltYOUTUBEUSIMPACTREPORT2021CULTURALIMPACTCULTURALIMPACT20/20/28DIVERSITY&INCLUSIONDIVERSITY&INCLUSIONIMPACTOXFORDECONOMICSDIVERSITY&INCLUSIONIMPACTHelpingUnderrepresentedAudiencesFindTheirVoiceYOUTUBEUSIMPACTREPORT2021DIVERSITY&INCLUSIONDIVERSITY&INCLUSIONIMPACT86%86%7878%7676%APlacetoShareACreativeOutletALifetimeofResources7070%77%77%AnAvenueforTalentAPlacetobeDiscoveredOXFORDECONOMICS/DawnJonesRedstoneOXFORDECONOMICS/DawnJonesRedstone|Filmmaker&YouTubeLearnerFilmEnthusiasttoFilmmakerddYOUTUBEUSIMPACTREPORT2021 DIVERSITY&INCLUSIONIMPACTDIVERSITY&INCLUSIONDIVERSITY&INCLUSIONIMPACTOXFORDECONOMICS24/28INDEXOFSTATISTICS††BytheNumbersEconomicImpactSocietalImpact††ThesurveyfindingspresentedinthisreportarebasedonthreesurveysofUS-basedrespondents,comprising4,022users,1,510creator

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