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1、From Opportunity to ImpactAssessing the economic,societal,and cultural contributions of YouTube in Canada in 202202/32OXFORD ECONOMICSYOUTUBE CANADA IMPACT REPORT 2022ContentsExecutive Summary04How YouTube Creates Economic Impact06How YouTubes Creative Ecosystem Impacts the Wider Economy07Driving th

2、e Creator Economy08Helping Businesses Grow12A Place to Learn16Amplifying Canadian Talent20Driving Cultural Diversity24Index of Statistics28Glossary of Terms30Methodology Q&A3132About Oxford EconomicsSS03/32OXFORD ECONOMICSYOUTUBE CANADA IMPACT REPORT 20220 4/32OXFORD ECONOMICSYOUTUBE CANADA IMPACT R

3、EPORT 2022EXECUTIVE SUMMARYYouTubes Impact in CanadaEvery day,YouTube helps Canadian users to learn new skills,connect with others,and enrich their lives.It also provides a platform for a diverse range of content creators to share their interests and passions with audiences within Canada and beyond,

4、creating opportunities to build new careers and businesses.$2.0B+YouTubes creative ecosystem contributed more than$2.0 billion CAD to Canadas GDP in 2022.35,000+YouTubes creative ecosystem supported more than 35,000 full-time equivalent(FTE)jobs in 2022.5,500+In Canada,over 5,500 channels have more

5、than 100,000 subscribers,an increase of more than 20%,year over year.(a/o December 2022)90%Over 90%of watch time on content produced by channels in Canada comes from outside of Canada.Economic ContributionA Platform for Creators Source:YouTube first-party data as of December 2022.0 5/32OXFORD ECONOM

6、ICSYOUTUBE CANADA IMPACT REPORT 2022A Wealth of BenefitsDriving Cultural DiversityThe diversity of Canadas population is reflected in YouTubes highly diverse content library.The platform enables users to create,share,and experience culture with new audiences and communities across Canada and the wor

7、ld.Driving the Creator EconomyYouTubes creators can find opportunities and economic success while doing what they love.YouTube is a particularly valuable tool for enabling Canadian creators to access international audiences.A Place to LearnYouTube is a platform where Canadians can educate themselves

8、 and others.YouTube can help people develop personal and professional skills,learn new hobbies,and solve practical problems.It also provides a vast resource for students,educators,and parents.Amplifying Canadian TalentYouTube offers opportunities for artists and creators from across Canada to get di

9、scovered and share their content with local and global audiences.Helping Businesses GrowYouTube helps businesses connect with and grow their customer base in Canada and around the world.This helps businesses increase reach,drive revenue,and support jobs.0 6/32OXFORD ECONOMICSHow YouTube Creates Econ

10、omic ImpactTHE MOST POPULAR VIDEO SHARING PLATFORM IN THEWORLDMULTIPLE WAYS TO EARN ON PLATFORM THROUGH THE YOUTUBE PARTNER PROGRAM2YouTube pays creators a share of the revenues it earns from Ads and YouTube Premiumsubscriptions.Fan funding offers ways for fans to pay creators:The YouTube platform a

11、lso provides 3 other ways for creators to earn money from their audiences:OTHER INCOME AIDED BY YOUTUBEBuilding a profile on YouTube can help creators earn income outside of the platform,e.g.:Brand deals and sponsorship agreementsSales through their own website or businessLive appearancesChannel mem

12、bershipsAdsYouTube PremiumSuper ChatSuper StickersSuper Thanks1 Source:YouTube first-party data(global)as of December 2022.2 Further information about the multiple ways to earn is available here.3 Source:Oxford Economics.4 Alternative monetization products include Fan funding,Shopping,and Ticket sal

13、es.5 Source:YouTube first-party data(Canada)as of December 2022.Funds to support specific groups of creatorsShoppingTicket salesEvery day people watch billions of hours of video.1More than 500 hoursof content are uploaded to YouTube every minute.1YOUTUBE CREATES ECONOMIC IMPACT IN THE CANADIAN ECONO

14、MYIn Canada,more than 45,000 creators andpartners receive income linked to their YouTube presence.31 in 3 creators in Canada who earn money from YouTube agree that YouTube is their primary source of revenue.3More than 15,000 creators in Canada employ other people to work on their YouTube channel.3Ov

15、er 4,000 channels in Canada earned money from alternative monetization products4 in the month of December 2022 alonean increase of over 20%from the prior year.5HOW CREATORS CAN EARN MONEY FROM YOUTUBE IN CANADAMORE THAN A PLACE TO UPLOAD AND SHAREVIDEOSCreators use the platform to find new audiences

16、,connect with fans,and build new careers andbusinesses.Creators are individuals,businesses,charities,government agencies,media and music companies,and more.07/32OXFORD ECONOMICSYOUTUBE CANADA IMPACT REPORT 2022How YouTubes Creative Ecosystem Impacts the Wider EconomyContent revenues paid by YouTube

17、AdsYouTube PremiumFan fundingDIRECT IMPACTThe money that YouTube pays out is a source of wages and profits for creators,which directly contributes to GDP.It also supports jobs amongst creators and their staff.INDIRECT IMPACTMany creators purchase other goods and services to run their YouTube channel

18、,e.g.filming equipment,props,editing services,and support services such as accountancy or legal advice.This makes an indirect contribution to the economy.INDUCED IMPACTThere is an induced impact as creators and workers in their supply chain spend their wages in the wider economy.Revenues from other

19、sources aided byYouTubeExamples:Brand and product sponsorshipsCreators sales of goods andservicesLive appearancesCATALYTIC IMPACTThe other income that YouTube helps creators earn supports a further round of direct,indirect,and induced impacts.Jobs&GDPIncomeIncomeJobs&GDPPurchasesConsumer SpendingTOT

20、AL ECONOMIC IMPACT For 2022calendar year$2.0B+Contribution to Canadas GDP35,000+Full-Time Equivalent JobsSOXFORD ECONOMICSYOUTUBE CANADA IMPACT REPORT 2022Driving the Creator EconomyYouTube provides a way for Canadian creators to find opportunities and earn income by sharing their interests,skills,a

21、nd passions with local and international audiences.Thousands of creators in Canada earn through YouTube.The platform offers access to free support,resources,access to an audience of billions,and an infrastructure that enables growth.Creators can also use YouTube to help them generate income from oth

22、er sources,such as through brand sponsorships,live appearances,or book deals.This opportunistic system enables creators to sustain careers and employ a network of collaborators.ECONOMIC IMPACTYouTube has provided me with more freedom and flexibility in my life.I can enjoy being more at home or trave

23、l whenever I want and upload as I please.Total game changer in my life to not feel strapped to a 9-5 job.Creator aged 35-44,British Columbia,1.1 million to 2.5 million subscribersIt has completely changed my life,I went from having nothing to being financially free and having a community I can engag

24、e with and have fun with.I can create the videos I want to.Creator aged 18-24,British Columbia,100,000 to 250,000 subscribersECONOMIC IMPACTECONOMIC IMPACTYouTube has become the best retirement gig for me.There are many avenues of creativity I need to tap into in the making of a video from start to

25、finish.It has kept my brain active and working,and I can spend the perfect amount of time on it without overdoing it or creating stress.Creator aged 65-74,Ontario,500,000 to 1 million subscribers 70%Supporting Professional Goals70%of creators who earn money from YouTube report that YouTube has had a

26、 positive impact on their professional goals.83%Increasing Opportunities83%of creators who earn money from YouTube agree that YouTube provides an opportunity to create content and earn money that they wouldnt get from traditional media.72%A Place to Belong72%of creators who earn money from YouTube a

27、gree that they identify and feel like they have a place to belong on YouTube.79%A Positive Impact79%of creators agree that they want to use the influence they discovered on YouTube to make a positive impact on society.88%A Place to Share88%of female creators agree that YouTube helps them share their

28、 passions and ideas.84%Expanding Reach84%of creators who earn money from YouTube agree that YouTube helps them export their content to international audiences they wouldnt otherwise have access to.OXFORD ECONOMICSYOUTUBE CANADA IMPACT REPORT 2022Clutterbug|Windsor,ONFrom Clutter to CreativityAs a mo

29、ther of three,Windsor-based Cassandra A.often struggled with a messy,cluttered home.After finally discovering the methods of home management that worked for her,she was determined to share the message that home organization can take many forms to suit the needs of each individual family.Encouraged b

30、y a camera she received as a gift from her husband,Cassandra uploaded her first YouTube video a decade ago hoping to discover business opportunities and connect with potential customers.Clutterbug began as a small-scale organizing business and has since grown to produce four best-selling books,a pod

31、cast,and an HGTV show called“Hot Mess House.”With over 94 million views,Clutterbugs YouTube channel seeks to help its 770,000 subscribers and broader audience better organize their homes,and their lives.Clutterbugs weekly content ranges from surprising subscribers with free home-organizing services

32、across Canada and the US,to supporting clients who might feel overwhelmed by the clutter that comes as part of family life.Every week,Cassandra receives comments from viewers explaining how she has helped them improve their homes,lives,and even relationships by implementing Clutterbugs philosophy in

33、 their own homes.Her role as a creator has enabled Cassandra to launch a successful career and even hire employees to support her online presence and content creation as Clutterbug continues to grow.ECONOMIC IMPACTYouTube puts me in front of millions of people and allows me to not just help one-on-o

34、ne in homes,but I can help people in the millions.Cassandra A.,Windsor,OntarioECONOMIC IMPACTSOXFORD ECONOMICSYOUTUBE CANADA IMPACT REPORT 2022Helping Businesses GrowYouTube helps businesses connect with more customers locally,nationally,and internationallyincreasing reach,driving revenues,and suppo

35、rting jobs.When business owners of all sizes share content that informs,educates,and entertains,it helps them build an audience.This audience can also become customers,who provide new sources of demand for the businesses products and services,generating new sales revenue and business growth.YouTube

36、also supports businesses in other ways.YouTubes vast content library spans a broad range of subjects.Businesses,for example,can use this library as a resource to support staff training and development.YouTube is an essential part of my business moving forward.This platform gives my business credibil

37、ity and is a tool we use to enhance our custom service/product process.Creator aged 35-44,Manitoba,1,000 to 10,000 subscribersECONOMIC IMPACTECONOMIC IMPACTECONOMIC IMPACT68%Driving Revenues68%of SMBs with a YouTube channel agree that YouTube played a role in helping them grow their revenue.75%New A

38、udiences75%of SMBs with a YouTube channel agree that YouTube played a role in helping them grow their customer base by reaching new audiences.62%Prompting Growth62%of SMBs who use YouTube agree that YouTube is essential to their business growth.68%Growing Local Presence68%of businesses with a YouTub

39、e channel agree that YouTube has helped them develop a following from their local area.66%Training Staff66%of SMBs who use YouTube agree that YouTube is a cost-effective way of providing staff training.YouTube has changed our business model when it comes to advertising,most substantially in the past

40、 two years when sales were most affected.YouTube turned it around for us and drove sales back up.Head of Marketing,Construction companyOXFORD ECONOMICSYOUTUBE CANADA IMPACT REPORT 2022CuriosityIncorporated|Edmonton,ABConnecting with CuriosityFamous for his finds from auctions,hoarders houses,and ant

41、ique stores,Alexander A.is the Edmonton-based small business owner and content creator behind Curiosity Inc.His videos take viewers interested in antiques on adventures as he discovers unique treasures across Canada and the world.Originally a brick-and-mortar antiques store,Alexander sought to compl

42、ement Curiosity Inc.s business model with long-form content on YouTube to promote his products.Since launching on YouTube,he has grown and sold two businesses,started creating content as a full-time job,and will soon launch a show on a major streaming service.During the COVID-19 pandemic,revenue gen

43、erated on YouTube was a primary source of income for Curiosity Inc.,keeping the business afloat when local lockdowns required temporarily closing their doors.What began as a marketing tactic to drive foot-traffic to a local store has now reached 122 million views and a loyal audience of 530,000 subs

44、cribers around the world.Curiosity Inc.also uses YouTubes advertising services to promote estate cleanouts,sales,and auctions,which enables further business growth.For Alexander,a successful business also means having the opportunity to provide community support both on-and offline.Curiosity Inc.s Y

45、ouTube community has mobilized to fundraise for scholarships,help unhoused individuals access permanent housing,and support resettled Ukrainian refugees to build a life in Canada.Through Curiosity Inc.s global presence and its philanthropic efforts,Alexander has become a local leader in his communit

46、y.ECONOMIC IMPACTI didnt know being a creator was a job possibility.Thought creating videos was just a way to drive footsteps into the business,but it developed into so much I built the freedom to sell spaces and go solo as a creator.Financial freedom we never thought wed know.Alexander A.,Edmonton,

47、AlbertaECONOMIC IMPACTSOXFORD ECONOMICSYOUTUBE CANADA IMPACT REPORT 2022YouTube gives people the opportunity to learn for themselves things that could be useful in their daily lives and provides an outlet for people to share information to help others.User aged 45-54,New BrunswickA Place to LearnYou

48、Tube provides significant value to millions of Canadians as an accessible,educational resource.Every day,Canadians of all ages are empowered to develop their personal,professional,and technical skills,and deepen their knowledge.Some learn a new language,teach themselves to code,or expand their finan

49、cial literacy.Others develop hobbies and interests like tackling creative art projects.Parents,students,and teachers alike recognize YouTubes benefit as an accessible and useful educational resourcewithin the classroom and beyond.SOCIETAL IMPACTSOCIETAL IMPACT92%Practical Problem Solving92%of users

50、report they learn how to fix practical problems on YouTube.92%A Source of Information and Knowledge92%of users report using YouTube to gather information and knowledge.78%Helping Children Learn78%of parents who use YouTube agree that YouTube(or YouTube Kids for children under 13)helps their children

51、 learn.80%A Platform for Learning80%of female users agree that YouTube is a helpful platform for lifelong learning.80%A Tool for Teachers80%of teachers who use YouTube report that they have used YouTube content in their lessons and/or assignments.82%Quality Content for Children82%of parents who use

52、YouTube agree that YouTube(or YouTube Kids for children under 13)provides quality content for their childrens learning and/or entertainment.YouTube has an abundance of information and knowledge that helps everyday folk to enrich their lives and learning.User aged 55-64,OntarioSOCIETAL IMPACTOXFORD E

53、CONOMICSYOUTUBE CANADA IMPACT REPORT 2022stephandden|Toronto,ONMaking Money SimpleToronto-based Steph G.and Den M.seek to empower young people to take charge of their personal finances through a mix of their expertise and enthusiastic approach,portrayed on their channel“Steph&Den.”Since uploading th

54、eir first YouTube video in 2020,the couple have received 17 million views,grown their audience to 88,000 subscribers,and have become full-time content creators.After launching their channel,Steph and Den began to notice that few creators in the personal finance education space reflected their person

55、al experience when making daily financial decisions.Steph and Den explored the basics of investing,debt,and how money systems work,while their audience continued to grow.Their content provides accessible advice to help people navigate common financial situations,such as how to negotiate their salary

56、 or open a tax-free savings account.Their growth on the platform has led to brand partnerships across North America,features on CNBC Make Its Millennial Money series and more.In late 2022,Steph and Den graduated from the CNCPT Accelerator program,led by YouTube and Toronto incubator HXOUSE,that prov

57、ides emerging Canadian creators with training and support to turn content creation into a successful career.With this network and knowledge,Steph and Den will continue to help their viewers demystify money management on YouTube.SOCIETAL IMPACTSOCIETAL IMPACTWe get a lot of messages saying that weve

58、given people information and ideas on how they can take action themselves from our videos.Were empowering people.Steph G.and Den M.,Toronto,OntarioSOXFORD ECONOMICSYOUTUBE CANADA IMPACT REPORT 2022YouTube is a great tool to get our content out to the masses,as well as showcase the artists in the lab

59、el.CEO,Media and Music companyAmplifying Canadian TalentYouTube is a place where emerging and established Canadian artists can share their content and culture locally and globally.Undiscovered artists have broken through on YouTube,helping to increase the talent pool in the music and media sector.Be

60、cause YouTube allows artists and fans to connect,it can be a key part of an artists strategy to help them get discovered.Canadian artists can share more than their art,such as lifestyle content or behind-the-scenes access,allowing fans to discover and get to know them not just as artists,but as peop

61、le too.CULTURAL IMPACTCULTURAL IMPACTS70%Breaking New Artists70%of media and music companies with a YouTube channel agree that YouTube is critical to breaking new artists and/or music.78%Increasing the Supply of Talent78%of media and music companies with a YouTube channel agree that YouTube has incr

62、eased the supply of creative talent in the industry.62%Driving Revenue62%of media and music companies with a YouTube channel agree that YouTube is an important source of revenue for their company.72%Improving Reach72%of media and music companies with a YouTube channel agree that YouTube helps them r

63、each new audiences across the world.CULTURAL IMPACTOXFORD ECONOMICSYOUTUBE CANADA IMPACT REPORT 2022CrashAdams|Toronto,ONFrom Their Red Couch to ConcertsCrash Adams are Toronto-born friends,pop artists,and the content creators behind the YouTube channel Crash Adams.The pair knew from a young age tha

64、t creating music was their passion,and YouTube is the platform where they can share this alongside other creative content.Their videos include music,comedy,and other lighthearted moments designed to appeal to a wide audience,ranging from children to older music fans.In 2022,Crash Adams subscriber co

65、unt grew fourfold following a viral video series bringing their iconic red studio couch into city streets.1.5 billion views later,Crash Adams channel now has 4.7 million subscribers.Among those many subscribers was their agent,who discovered Crash Adams through their content on YouTube.They have sin

66、ce signed with label Warner Music and had the opportunity to perform for thousands of fans across Canada,the US,and Germany.YouTube is where Crash Adams content comes to life with series like“Singing bad in public,”freestyle performing in the street,and the launch of singles and music videos.Crash A

67、dams uses YouTube in a variety of ways.They publish YouTube Shorts to attract new fans,provide weekly updates with their subscribers using the Community feature,and distribute music videos and personal content on their main channel.Crash Adams explains that continued engagement from their YouTube co

68、mmunity and growing recognition by fans on the street gives them the encouragement to continue honing their craft and pursuing their music careers.CULTURAL IMPACTOnce we started building momentum and consistency on YouTube,we could post a video and get 500,000 fans who have a higher chance of seeing

69、 stuff.This builds an audience and community that is there for us.Crash Adams,Toronto,OntarioCULTURAL IMPACTI have really enjoyed being able to listen and learn about different cultures in the world on YouTube.User aged 55-64,OntarioSSOXFORD ECONOMICSYOUTUBE CANADA IMPACT REPORT 2022Driving Cultural

70、 DiversityCreators from all walks of life can use YouTube to celebrate and share their culture with people across Canada and beyond.In this way,the diversity of Canadas population is reflected in YouTubes diverse content library.At the same time,Canadian users can learn about and from other cultures

71、,as well as form online communities with others with whom they share passions,interests,and life experiences.CULTURAL IMPACTCULTURAL IMPACTCULTURAL IMPACTWith my disability,I often feel like an invalid member of society.Being able to share my videos on YouTube gives me the feeling that my life has v

72、alue in this world.Creating videos is something I can do in my own time and energy.I can share my view of life while learning the skill of storytelling.Creator aged 35-44,British Columbia,1,000 to 10,000 subscribers75%A Diverse Content Library75%of users agree that YouTube is home to diverse content

73、 and perspectives.79%Promoting Diverse Voices79%of users agree that with YouTube they can hear from diverse communities and/or cultures from around the world.72%Cultural Accessibility72%of users agree that they can find content that reflects their culture and perspective on YouTube.73%A Variety of P

74、erspectives73%of users agree that they value the diversity of content and perspectives they can find on YouTube.OXFORD ECONOMICSYOUTUBE CANADA IMPACT REPORT 2022CULTURAL IMPACTGoldenGully|Toronto,ONA Lesson in Cross-Cultural CuisineAn immigration paralegal by trade,Bilal B.began posting content on h

75、is YouTube channel GoldenGully as a creative outlet for his love of Pakistani culture and flavours.His content predominantly focuses on Pakistani home cooking,international food-focused travel,and an appreciation for discovering unusual ingredients in grocery stores.Subscribers from countries as div

76、erse as Germany,Iran,and Mexico share stories in the comments about the similarities to Pakistani cuisine in their own familys recipes.Since uploading his first video during the COVID-19 pandemic,GoldenGullys audience has grown to over 3.7 million subscribers.Using his familys recipes as inspiration

77、,GoldenGully has crafted both long-and short-form videos on YouTube,which have been viewed a total of 2.7 billion times.His most watched video features Bilal and his mother,a YouTube Short titled“How My Mother Prepares Roti.”The video has accumulated over 37 million views and 1.3 million likes.Bilal

78、 seeks to use GoldenGully to showcase positivity in Pakistani culture and feels this is reinforced when he gets tagged in recipes his subscribers learn and then teach to others.Outside of YouTube,he is continuing this cultural sharing pursuit with a cookbook that will be released soon.Bilal consider

79、s his growing career as a Canadian creator as proof of the cultural and economic opportunities YouTube can provide for creators.People say,Arent you GoldenGully from YouTube?Im super grateful for that.If it werent for them I couldnt showcase the culture itself.I couldnt share the cuisine.Bilal B.,To

80、ronto,OntarioCULTURAL IMPACT2 8/32OXFORD ECONOMICSYOUTUBE CANADA IMPACT REPORT 2022INDEX OF STATISTICS72%of creators who earn money from YouTube agree that they identify and feel like they have a place to belong on YouTube.79%of creators agree that they want to use the influence they discovered on Y

81、ouTube to make a positive impact on society.75%of SMBs with a YouTube channel agree that YouTube played a role in helping them grow their customer base by reaching new audiences.68%of SMBs with a YouTube channel agree that YouTube played a role in helping them grow their revenue.62%of SMBs who use Y

82、ouTube agree that YouTube is essential to their business growth.66%of SMBs who use YouTube agree that YouTube is a cost-effective way of providing staff training.68%of businesses with a YouTube channel agree that YouTube has helped them develop a following from their local area.68%of creators agree

83、that YouTube is an essential platform to earn a global presence.1 in 3 creators in Canada who earn money from YouTube agree that YouTube is their primary source of revenue.2More than 15,000 creators in Canada employ other people to work on their YouTube channel.2Over 4,000 channels in Canada earned

84、money from alternative monetization products3 in the month of December 2022 alonean increase of over 20%from the prior year.183%of creators who earn money from YouTube agree that YouTube provides an opportunity to create content and earn money that they wouldnt get from traditional media.84%of creat

85、ors who earn money from YouTube agree that YouTube helps them export their content to international audiences they wouldnt otherwise have access to.70%of creators who earn money from YouTube report that YouTube has had a positive impact on their professional goals.88%of female creators agree that Yo

86、uTube helps them share their passions and ideas.Economic ImpactYouTubes creative ecosystem contributed more than$2.0 billion CAD to Canadas GDP in 2022.YouTubes creative ecosystem supported more than 35,000 full-time equivalent(FTE)jobs in 2022.In Canada,over 5,500 channels have more than 100,000 su

87、bscribers,an increase of more than 20%,year over year.(a/o December 2022).1Over 90%of watch time on content produced by channels in Canada comes from outside of Canada.1In Canada,more than 45,000 creators andpartners receive income linked to their YouTube presence.2By the Numbers1 Source:YouTube fir

88、st-party data as of December 2022.2 Source:Oxford Economics.3 Alternative monetization products include Fan funding,Shopping,and Ticket sales.2 9/32OXFORD ECONOMICSYOUTUBE CANADA IMPACT REPORT 202270%of media and music companies with a YouTube channel agree that YouTube is critical to breaking new a

89、rtists and/or music.72%of media and music companies with a YouTube channel agree that YouTube helps them reach new audiences across the world.62%of media and music companies with a YouTube channel agree that YouTube is an important source of revenue for their company.79%of users agree that with YouT

90、ube they can hear from diverse communities and/or cultures from around the world.75%of users agree that YouTube is home to diverse content and perspectives.73%of users agree that they value the diversity of content and perspectives they can find on YouTube.72%of users agree that they can find conten

91、t that reflects their culture and perspective on YouTube.76%of users agree that YouTube provides equal opportunities for everyone to learn and grow.76%of parents who use YouTube agree that YouTube(or YouTube Kids for children under 13)makes learning more fun for their children.73%of parents who use

92、YouTube agree that YouTube helps to tackle gaps in education by providing a way to access quality information.72%of teachers who use YouTube agree that YouTube helps to tackle gaps in education by providing a way to access quality information.71%of teachers who use YouTube agree that YouTube helps s

93、tudents learn.Cultural Impact78%of media and music companies with a YouTube channel agree that YouTube has increased the supply of creative talent in the industry.Societal Impact92%of users report using YouTube to gather information and knowledge.92%of users report they learn how to fix practical pr

94、oblems on YouTube.80%of female users agree that YouTube is a helpful platform for lifelong learning.82%of parents who use YouTube agree that YouTube(or YouTube Kids for children under 13)provides quality content for their childrens learning and/or entertainment.80%of teachers who use YouTube report

95、that they have used YouTube content in their lessons and/or assignments.78%of parents who use YouTube agree that YouTube(or YouTube Kids for children under 13)helps their children learn.81%of users agree that they can easily find content on YouTube in their preferred language.30/32OXFORD ECONOMICSYO

96、UTUBE CANADA IMPACT REPORT 2022Glossary of TermsBusiness:The types of businesses included in the analysis vary according to the claim.Our Business survey gathered insights from Canadian businesses that own a YouTube channel;those that advertise on YouTube;and those that use YouTube for other reasons

97、,such as staff training.These groups are not mutually exclusive,and a business may fall into two or more of these categories.Creator:Anyone who uploads one or more videos of any subject matter to YouTube,whether they earn revenue or not as a result.Creators who earn money from YouTube:Content creato

98、rs who are paid money directly by YouTube(e.g.from Ads,YouTube Premium,Channel Memberships,Super Chat,or other ways to earn).Full-time equivalent job:A full-time equivalent(FTE)job represents the amount of work equivalent to one person working full time.For example,one FTE could reflect that a creat

99、ive entrepreneur works on YouTube for 35 hours a week.Or it could reflect two creative entrepreneurs each working 17.5 hours.Media business:Includes Broadcasting and Content Providers,Radio Broadcasting Stations,Television Broadcasting Stations,Media Streaming Distribution Services,Social Networks,a

100、nd Other Media Networks and Content Providers.Music business:Includes Music Publishers,Sound Recording Studios,Record Production and Distribution,Other Sound Recording Industries,Musical Groups and Artists.Shorts:YouTube Shorts is a way to browse,watch,and create short-form videos(60 seconds or less

101、)from a smartphone.Further details are available here.Small&Medium Business(SMB):For the purposes of this report we define SMBs as businesses with fewer than 250 employees.User:Anyone who views video content on YouTube for any purpose,at least once a month.YouTubes Creative Ecosystem:YouTube support

102、s an ecosystem of creators who earn revenues both on and off the YouTube platform.This ecosystem also encompasses creators employees,as well as businesses and freelancers in their supply chains that earn a substantial portion of their revenue from creators.31/32OXFORD ECONOMICSYOUTUBE CANADA IMPACT

103、REPORT 2022Methodology Q&AWhat types of creators does the economic modelling include?Our models include“creative entrepreneurs,”who we define as individuals or businesses with at least 10,000 subscribers to their largest channel,and those with fewer subscribers who either earn money directly from Yo

104、uTube,earn money through their YouTube videos from other sources,or permanently employ others to support their YouTube activities.We also model the impact of media companies and music companies.How did we estimate the GDP contribution of YouTubes creative ecosystem?The total pay-out from YouTube in

105、2022 was estimated using results from our survey of Canada-based YouTube content creators and published information on music industry revenues.Off-platform revenues were estimated from creator and business survey responses.We estimated the direct GDP contribution of creative entrepreneurs by subtrac

106、ting intermediate costs from revenue associated with YouTube activity(the“production”approach).The direct GDP contribution of music and media companies was estimated by applying a standard GDP:output ratio to the revenue estimates.We then used an“input-output”modelin essence,a table showing who buys

107、 what,and from whom,in the economyto estimate both the supply chain(indirect)and worker spending(induced)impacts.The model for Canada was drawn from Oxford Economics Global Impact Model,which is in turn based on OECD data.Our results are presented on a gross basis;in other words,they do not consider

108、 what the resources used by content creators or stimulated by their expenditure could alternatively have been deployed to do.How did we estimate the total jobs supported by YouTube?Full-time equivalent(FTE)jobs supported amongst creative entrepreneurs were estimated from survey responses relating to

109、 the weekly hours spent working on YouTube.We only included responses from creative entrepreneurs who spend at least eight hours per week working on YouTube.Jobs supported amongst creative entrepreneurs permanent employees were also estimated from survey responses.Jobs supported by media and music c

110、ompanies,and through indirect and induced impacts for all types of creator,were estimated by applying productivity assumptions to the GDP results.Note:The case studies presented in this document were provided by YouTube.Survey methodologyOxford Economics surveyed more than 3,000 YouTube Users,2,500

111、Creators,and 600 Businesses that use YouTube.All surveys were prepared by Oxford Economics and fielded online in February and March 2023.The User survey was sent to a representative sample of Canadas population,by age,gender,and region,with responses weighted to reflect the characteristics of YouTub

112、es user base.The Creator survey was sent out by YouTube to its creator community in Canada,with Oxford Economics collating and checking responses to ensure a good mix of creators with different sized audiences,as measured by the number of subscribers to their largest channel.The Business survey samp

113、led different sizes of Canadian firms that use YouTube in different ways:as content producers(with a particular focus on music and media companies);as advertisers;and as users of YouTube content for other business purposes.About Oxford EconomicsFounded in 1981,Oxford Economics has become one of the

114、worlds foremost independent global advisory firms,providing reports,forecasts,and analytical tools on more than 100 industries,200 countries,and 8,000 cities and regions.Headquartered in Oxford,England,with regional centers in New York,London,Frankfurt,and Singapore,Oxford Economics employs 450 staf

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