牛津经济研究院-创造者经济的现状-评估YouTube在印度的经济、文化和社会影响（英）

TheStateofthe

CreatorEconomy

AssessingtheEconomic,Cultural,

andSocietalImpactofYouTube

inIndiain2022

YouTube’screativeecosystemcontributedmorethanINR16,000CrorestoIndia’sGDPin2022.

YouTube’screativeecosystemsupportedmorethan7,50,000full-timeequivalent(FTE)jobsinIndia.

OXFORDECONOMICS

EXECUTIVESUMMARY

YouTube’s

ImpactinIndia

Everyday,IndiansturntoYouTubetolearnnewskills,connectwithothers,andenrichtheirlives.ItalsoprovidesaplatformforadiverserangeofcontentcreatorstosharetheirinterestsandpassionswithaudienceswithinIndiaandbeyond,creatingopportunitiestobuildnewcareersandbusinesses.

₹16,000+Crores

7,50,000+

YOUTUBEINDIAIMPACTREPORT2022

AWealthofBenefits

DemocratizingOpportunitiesforCreatorsandBusinessestoThrive

YouTubecanbeavaluabletoolforMicro,Small,andMediumEnterprises(MSMEs)inIndia,asamarketingplatform,afreesourceofinformation,andtrainingplatformforworkers.Asaresult,thousandsofIndiancreatorshavebeenabletoearnthroughYouTubeindifferentways.

EmpoweringIndianswith

AuthoritativeInformation

YouTubeenablesuserstostayinformedabout

currentaffairsandnewseventsoftheday,

providingtrustedcontentaboutlocal,national

andinternationalissues,aswellasauthoritative

informationintimesofneed.

02/12

HelpingIndiansLearnandGrow

YouTubeiscommonlyusedasatooltosupportlearnersacrossdifferentagesandabilitiesthroughstructuredcourses,information,how-toguides,andtutorials.

Thisvarietyofeducationalvideoscanalsoequipparentsandteacherswithlearningmaterialsforstudents.

TakingIndiatotheWorld

ThediversityrepresentedonYouTubebringsasense

ofbelongingandconnectionformanyIndians,at

homeandoverseas.Italsoallowslocalcreatorsand

artiststoconnectwithaglobalaudience,exporting

Indianculturetotheworld.

GivingVoicetoIndia’s

DiverseCommunities

YouTubegivesavoicetocreatorsofmanybackgroundsandcommunitiesacrossIndia,enablingthemtosharetheirculture,knowledgeandexperience.YouTubealsoovercomeslanguagebarriers,promotingdialogueamongstcommunities,andgeneratingpositivesocietalimpacts.

UPLOADANDSHAREVIDEOS

Creatorsusetheplatformtofindnew

audiences,connectwithfans,andbuild

newcareersandbusinesses.

Creatorsareindividuals,businesses,

charities,governmentagencies,media

andmusiccompanies,andmore.

MULTIPLEWAYSTOEARNON

THEPLATFORMTHROUGHTHE

YOUTUBEPARTNERPROGRAM**

YouTubepayscreatorsashareoftherevenuesitearnsfromAdsandYouTubePremiumsubscriptions.

OTHERINCOMEAIDED

BYYOUTUBE

BuildingaprofileonYouTubecanhelpcreatorsearnincomeoutsideoftheplatform,e.g.:

Branddealsandsponsorshipagreements.

Salesthroughtheirownwebsiteorbusiness.

Liveappearances.

Ads

YouTubePremium

FanFundingofferswaysforfanstopaycreators:

Channel

memberships

SuperChat

SuperStickers

SuperThanks

TheYouTubeplatformalsoprovidesanotherwayforcreatorstoearnmoneyfromtheiraudiences:

Fundstosupportspecificgroupsofcreators

*Source:YouTubedataasofDecember30,2022.

**Furtherinformationaboutthemultiplewaystoearnisavailable

here

.

YOUTUBEINDIAIMPACTREPORT2022

HowYouTubeCreatesEconomicImpact

THEMOSTPOPULARVIDEO

SHARINGPLATFORMIN

THEWORLD

YouTubehasbillionsofmonthlylogged-inusersandeverydaypeoplewatchbillionsofhoursofvideoandgeneratebillionsofviews.**

In2022,morepeoplecreatedcontentonYouTubethaneverbefore.*

MORETHANAPLACETO

HOWCREATORSCANEARNMONEYFROMYOUTUBE

YOUTUBECREATES

ECONOMICIMPACTIN

THEINDIANECONOMY

InIndia,morethan700,000creatorsandpartnersreceiveincomelinkedtotheirYouTubepresence(AccordingtoOxfordEconomics).

2in3creatorsinIndiawhoearnmoneyfromYouTubeagreethatYouTubeistheirprimarysourceofrevenue.

Morethan1.2M

creatorsandpartnersinIndiaemployotherpeopletoworkontheirYouTubechannel(AccordingtoOxfordEconomics).

YOUTUBEINDIAIMPACTREPORT2022

INDUCEDIMPACT

Thereisaninducedimpactascreatorsandworkersintheirsupplychainspendtheirwagesinthewidereconomy.

INDIRECTIMPACT

ManycreatorspurchaseothergoodsandservicestoruntheirYouTubechannel,e.g.filmingequipmentprops,editingservices,andsupportservicessuchasaccountancyorlegaladvice.Thismakesanindirectcontributiontotheeconomy.

DIRECTIMPACT

ThemoneythatYouTubepaysoutisasourceofwagesandprofitsforcreators,whichdirectlycontributestoGDP.Italsosupportsjobsamongstcreatorsandtheirstaff.

Income

Purchases

CATALYTICIMPACT

TheotherincomethatYouTubehelpscreatorsearnsupportsafurtherroundofdirect,indirect,andinducedimpacts.

TOTAL

ECONOMIC

IMPACT

₹16,000+Crores

Contribution

toIndia'sGDP

7,50,000+

Full-Time

EquivalentJobs

For2022

calendaryear

Income

Jobs&GDP

OXFORDECONOMICS

04/12

HowYouTube’sCreativeEcosystem

ConsumerSpending

ImpactstheWiderEconomy

ContentrevenuespaidbyYouTube

Ads

YouTubePremium

Fanfunding

Jobs&GDP

Revenuesfrom

othersourcesaided

byYouTube

Examples:

Brandandproduct

sponsorships

Creators’salesofgoods

andservices

Liveappearances

ECONOMICIMPACT

OXFORDECONOMICS

ECONOMICIMPACT

DemocratizingOpportunitiesforCreatorsandBusinesses

toThrive

YouTubecanbeavaluabletoolforMicro,Small,andMediumEnterprises(MSMEs)inIndia,servingasamarketingplatformforconnectingbusinessestonewaudiences,aswellasafreeinformationandtrainingplatformforworkers.1Asaresult,thousandsofIndiancreatorshavebeenabletoearnthroughYouTube,rangingfromindividualsandentrepreneursboostingtheirmainincometoprofessionalcontentcreatorswhomakealivingfromtheirchannel.

1.Forthepurposesofthisreport,anMSMEisdefinedasanenterprisewithdomesticrevenue(salesbyoperationsinIndiatocustomerswithinIndia)oflessthanINR250crores,andinvestmentsinplant,machineryandequipmentinIndiaworthlessthanINR50crores.

@KLBROBijuRithvik1

@suyashfashion3847

Aseasonedvlogger,YashiTank'sforayintoentrepreneurshipwasbuiltonthefoundationofhersuccessfulYouTubechannel.In2022,shelaunchedSuyashFashion,aboutiquespecializinginRajasthaniprintandfeaturingSanganeridesigns.Yashiwasabletogrowherbusinessbyleveragingherchannel

tosharenewdesignsandcollectionswithhermorethan15Lakhsubscribers.Withinayearsincelaunch,SuyashFashionemploys20+peopleandhasshippedover10KordersacrossIndia.

In2020,BijustartedaYouTubechannel

spotlightinglifewithhistight-knitfamily,who

hailfromaremotevillageinKerala.Biju’s

content–whichshowseverythingfromthe

familycookingtheirfavouriterecipes,to

weddingdaytraditions–resonatesstrongly

withalargeaudience,helpingthechannelgrow

toover2Croressubscribersinunder3years.

Bijuisabletoearnsupplementalincomethat

hashelpedthefamily’sfinancialposition.

BoostingMSMEs

2of3MSMEswithaYouTubechannelagreethatYouTubeplayedaroleinhelpingthemgrowtheirrevenue.

ProvidingOpportunities

80%ofcreatorswhoearnmoneyfromYouTubeagreethatYouTubeprovidesanopportunitytocreatecontentandearnmoneythattheywouldn'tgetfromtraditionalmedia.

80%

2/3

ImportantSourceofRevenue

70%ofmediaandmusiccompanieswithaYouTubechannelagreethatYouTubeisanimportantsourceofrevenuefortheircompany.

BreakingNewTalent

93%

70%

93%ofmediaandmusiccompanies

withaYouTubechannelagreethat

YouTubeiscriticaltobreakingnew

artistsand/ormusic.

SOCIETALIMPACT

OXFORDECONOMICS

@aajtak

SOCIETALIMPACT

EmpoweringIndianswith

AuthoritativeInformation

AajTakkickedoffitsdigital

journeyasitevolvedfrom

justTVscreenstolaptops

andmobiledevices.The

channelbeganpublishing

onYouTubein2009,giving

viewersbreakingnewsand

informationonpolitics,

YouTubeenablesuserstostayinformedaboutcurrentaffairsandnewseventsoftheday,providingtrustedcontentrelatingtotheirlocalareaandeventhatofnationalandinternationalimportance.AsmorepeopleturntoYouTubeforauthoritativeinformationintimesofneed,includingonmattersofpersonalhealthandinpursuitofknowledgeandunderstanding,YouTubecontinuestoexpandtherangeofcrediblesourcesonimportanttopics.

foreignaffairs,business,andentertainment.AajTaknotonlyfoundsuccessonYouTube-it’ssettingworldwiderecords,becomingthefirstnewschannelintheworldtoreach5Croresubscribersin2022.Throughitschannel,millionsofIndianshaveaccesstoinformationineventhemostremotecornersofIndiaandacrosstheworld.

@Manipalhospitals

GatheringInformation

94%

94%ofusersreportusingYouTubetogather

informationandknowledge.

CredibleSourcesofHealthInformation

79%

ManipalHospitals-oneofIndia’sforemosthealthcareproviders-wantedtomakeadifferencebyprovidingaccesstotrustedhealthinformation.TheystartedpostingYouTubevideosin2010,andintheyearssincehavereachedmillionsofIndians,publishingover1,100videosandgaining1Croreviewsinthelastyearalone.UsingYouTube’smulti-languageaudiofeature,ManipalHospitalsishelpingviewersdiscovermorecontentfromhealthcareexpertsintheirpreferredlanguageandlendingatrustedvoiceatatimewhenit’sneverbeenmoreimportant.

Morethan1in3usershavesearchedforhealth

informationonYouTube.Ofthese,79%agreethat

theyhavefoundhealthinformationfromcredible,

trustedsourcesonYouTube.

ReliableNewsSource

73%

Morethan1in3usershavesearchedfornewson

YouTube.Ofthose,73%agreethattheycanfindnews

informationfromcredible,trustedsourcesonYouTube.

Note:CasestudiesareselectedfromadiverserangeofauthoritativeinformationsourcesinIndia.

SOCIETALIMPACT

UniqueEducationalResources

86%ofteacherswhouseYouTubeagreethatYouTubeprovidesaccesstoeducationalcontentthatstudentswouldnototherwisehave.

@nehamamsarmy

OXFORDECONOMICS

@MADGARDENER

Madhavibelievesthatgardeningisforeveryone.Thatideaisattheheartofherchannel-MadGardener,where

shesharesbasictoadvancedmethodsofgardeningtoherover6Lakhsubscribers.SincesettinguponeofthefirstgardeningchannelsinTeluguin2018,Madhavi’spassionhasinspiredmanyofherfollowerstotakeupgardening,andshe’sabletouseherearningstore-investinhergardenandchannel.Ithasalsoearnedheraccolades-includingtheprestigiousRythuNesthamAwardforterracegardeningfromthethen-VicePresidentofIndia.

Withaknackfornumbersandequations,NehaAgrawalstartedherYouTubechannelin2017withasimple

SOCIETALIMPACT

HelpingIndiansLearnandGrow

YouTubeoffersaplaceforcreatorstopostcontenttosupportlearnersacrossdifferentagegroupsandskillsets.Whetherseekingtobuildanewtechnicalskill,makeacareerchange,expandahobby,orsimplyimproveoneself,YouTubeofferslearnersaccesstostructuredcourses,information,how-toguidesandtutorials.Similarly,YouTube’svarietyofeducationalvideoscanhelpequipparentsandteacherswithlearningmaterialsforstudents.

goal-making

mathematicseasy.Shecreatesvideos

adaptedfordifferentlearningstylesand

thatstudentscanreferenceattheirown

pace.Nehausesjinglesandstoriestomake

hercontentbothentertainingandrelatable

forstudents.Hercreativeapproachto

teachinghashelpedherearntremendous

success,withnearly15Lakhsubscribers

andarecentlylaunchedcourseonYouTube

for2023JointEntranceExamination(JEE)

aspiringstudents.

ATeachingToolkit

95%

ProblemSolving

91%ofusersreporttheylearnhowtofix

practicalproblemsonYouTube.

QualityContent

92%ofparentswhouseYouTubeagreethatYouTube(orYouTubeKidsforchildrenunder13)providesqualitycontentfortheirchildren'slearningand/orentertainment.

92%

91%

95%ofteacherswhouseYouTubereportthattheyhaveusedYouTubecontentintheirlessonsand/orassignments.

86%

CULTURALIMPACT

OXFORDECONOMICS

CULTURALIMPACT

TakingIndiatotheWorld

Thediversecreators,content,andcommunitiesonYouTubebringasenseofbelongingandconnectionformanyIndians,athomeandoverseas.Theplatformalsoallowslocalcreatorsandartiststoconnectwithaglobalaudience,exportingIndiancultureandcontenttotheworld.

YouTubeisnothingshortofasatellitelauncherforayoungartistandisoneofthemostrevolutionaryplatformsinthedigitalera.It’sgreattoseeYouTube’scontinuedsupportforthecreatoreconomyithashelpedbuild.

—King

@King

ReachingInternationalAudiences

ArpanKumarChandelstartedhismusicaljourneyonYouTubebackin2012andappearedonamusicrealityTVshowin2019.HisoriginalanddistinctstyleofmusicreleasedonYouTubehelpedhispopularitysoartonewheights.KnowntohisfansasKing,thebuddingartistfoundaglobalaudienceontheplatform,helpinghimearn58Lakhloyalfans.

King’sgrowingchannelandfanfollowingcaughttheattentionofWarnerMusicIndia,whichsignedhimtoadealandreleasedhisalbum.Hishitsong“MaanMeriJaan”-nowhasover40CroreviewsonYouTube.He’ssincebeenonaworldtourandrecentlyreleasedacollaborationwithAmericanartistNickJonas.KingcontinuestoengagewithhisfansonYouTube,incorporatingdifferentformatsincludingYouTubeShortsandacommunitypagetosharenewmusic,updatesonshows,andinsightintohislifeanddevelopingcareerasaglobalartist.

76%

76%ofcreatorswhoearnmoneyfromYouTubeagreethat

YouTubehelpsthemexporttheircontenttointernational

audiencestheywouldn'totherwisehaveaccessto.

ExportingtotheWorld

77%

77%ofmediaandmusiccompanieswithaYouTube

channelagreethatYouTubehelpsthemreachnew

audiencesacrosstheworld.

OverseasConsumers

>15%

Over15%ofwatchtimeoncontentproducedby

channelsinIndiacomesfromoutsideofIndia.

YOUTUBEINDIAIMPACTREPORT2022

87%

80%

80%

@UrmilaNimbalkar

UrmilaNimbalkarisasuccessfulactresswhoappearedinnumerousMarathiandHindiserialsbeforelaunchingherYouTubechannelinMarch2018.Urmilatalksaboutallthingslifestyletoover9Lakhsubscribersonherchannel,withcontentincludingmakeupreviews,skincareroutines,travel,andbooks,allproducedinMarathi.Morerecently,she’salsostartedcreatingvideosonparenthood.

OXFORDECONOMICS

CULTURALIMPACT

CULTURALIMPACT

GivingVoiceto

India’sDiverseCommunities

Now,Urmilahasturnedherfocustogivingbacktothecommunitythatsupportedher.Shehelpsotherregionalcreatorsgrowtheirchannelsandexplorepotentialcareeropportunitiesontheplatformthroughhertwo-dayYouTubemasterclasses,whichsheteacheswithherhusband.Theworkshopshaveallowedhertoshareknowledgewithover150participants,withmoretocomeastheyexpandfromPunetoothercitiesinMaharashtra.

YouTube’sequitableaccessgivesavoicetocreatorsofallbackgroundsandcommunitiesacrossIndia,empoweringthemtosharetheirculture,knowledge,andlifeexperiences.YouTubebridgeslinguisticandregionalbarrierstobuildcommunitiesofusersandcreatorswithsharedinterests.Indoingso,itcanpromotedialogueamongstdiversecommunitiesandgeneratepositiveimpactsforthewiderIndiansociety.

Whenpeopletellmethatmycontentadds

valueintheirlifeandgivesthemconfidence

andpositivity,Ifeelfulfilled.IthankYouTube

forprovidingaplatformformanyenthusiastic

contentcreatorstocreatetheirownuniqueniche.

—UrmilaNimbalkar

MakingaPositiveImpact

LanguageAccessibility

80%ofusersagreethattheycaneasilyfindcontentonYouTubeintheirpreferredlanguage.

PromotingDiverseVoices

87%ofusersagreethatwithYouTubetheycanhearfromdiversecommunitiesand/orculturesfromaroundtheworld.

80%ofcreatorsagreethatthey

wanttousetheinfluencethey

discoveredonYouTubetomake

apositiveimpactonsociety.

YOUTUBEINDIAIMPACTREPORT2022

OXFORDECONOMICS

10/12

MethodologyQ&A

Whattypesofcreatorsdoestheeconomic

modellinginclude?

OxfordEconomics’modelsincludecreatorswhoearnmoneyfromYouTube.Thesecreatorsarespecificallydefinedasindividualsorbusinesseswithatleast10,000subscriberstotheirlargestchannel,aswellasthosewithfewersubscriberswhoeitherearnmoneydirectlyfromYouTube,earnmoneythroughtheirYouTubevideosfromothersources,orpermanentlyemployotherstosupporttheirYouTubeactivities.OxfordEconomicsalsomodelstheimpactofmediacompaniesandmusiccompanies.

HowdidOxfordEconomicsestimatetheGDPcontributionofYouTube’screativeecosystem?

Thetotalpay-outfromYouTubein2022wasestimatedusingresultsfromasurveyofIndia-basedYouTubecontentcreatorsandpublishedinformationonmusicindustryrevenues.Off-platformrevenueswereestimatedfromcreatorandbusinesssurveyresponses.

OxfordEconomicsestimatedthedirectGDP

contributionofcreatorswhoearnmoneyfrom

YouTubebysubtractingintermediatecosts

fromrevenueassociatedwithYouTubeactivity

(the“production”approach).ThedirectGDP

contributionofmusicandmediacompanieswas

estimatedbyapplyingastandardGDP:output

ratiototherevenueestimates.

OxfordEconomicsthenusedan“input-output”

model—inessence,atableshowingwhobuys

what,andfromwhom,intheeconomy—to

estimateboththesupplychain(indirect)and

workerspending(induced)impacts.Themodel

forIndiawasdrawnfromOxfordEconomics’

GlobalImpactModel,whichisinturnbasedon

OECDdata.

Theresultsarepresentedonagrossbasis;inotherwords,theydonotconsiderwhattheresourcesusedbycontentcreatorsorstimulatedbytheirexpenditurecouldalternativelyhavebeendeployedtodo.

HowdidOxfordEconomicsestimatethetotaljobssupportedbyYouTube?

Full-timeequivalent(FTE)jobssupportedamongstcreatorswhoearnmoneyfromYouTubewereestimatedfromsurveyresponsesrelatingtotheweeklyhoursspentworkingonYouTube.OxfordEconomicsonlyincludedresponsesfromcreatorswhoearnmoneyfromYouTubewhospendatleasteighthoursperweekworkingon

YouTube.

JobssupportedamongstpermanentemployeesofcreatorswhoearnmoneyfromYouTubewerealsoestimatedfromsurveyresponses.Jobssupportedbymediaandmusiccompanies,andthroughindirectandinducedimpactsforalltypesofcreator,wereestimatedbyapplyingproductivityassumptionstotheGDPresults.

Note:Thecasestudiespresentedinthis

documentwereprovidedbyYouTube.

YOUTUBEINDIAIMPACTREPORT2022

OXFORDECONOMIC