Economic Impact | 16 Nov 2021
Assessing the economic, societal, and cultural benefits of YouTube in Poland
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 the personal stories of successful Polish content creators.
Read the report in English
Read the report in Polish
Animated video summary (English)
Animated video summary (Polish)
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.
Related Services
Post
2024 Payoneer SMB Ambitions Barometer: SMBs Turn to AI, Supply Chain Diversification, and New Trade Corridors to Grow Across Borders Despite Headwinds
In early 2024, in collaboration with Payoneer, Oxford Economics conducted the second-annual Payoneer SMB Ambitions Barometer survey to understand the barriers and opportunities faced by small- and medium- sized businesses (SMB) globally.
Find Out More
Post
Boosting Accommodation Supply and Affordability During Major Events
Flexible accommodation solutions made available on Airbnb enable destinations to host events, enhancing visitor experience and bolstering local economies.
Find Out More
Post
Reinvent for growth in the media industry: Only the radical will survive and thrive
In partnership with Accenture, Oxford Economics surveyed 6,000 consumers across 10 countries to better understand their preferences, beliefs, and behaviors toward their online entertainment experiences. Lead researcher, Sundus Alfi, discusses the results of this research with Marketplace, citing customer expectations for a seamless viewing experience.
Find Out More