2021-10-31-牛津经济研究院-从机遇到影响_评估YOUTUBE在波兰的经济_社会和文化效益（英）_9页_751kb

YouTube in Poland: Economic, Social, and Cultural Impact Analysis

Economic Impact

YouTube's creative ecosystem contributed approximately €98 million to Poland's GDP in 2020, supporting 11,000 full-time equivalent jobs. This includes direct revenue from content creators, indirect supply chain impacts, and induced consumer spending. Off-platform revenues, such as brand promotions and merchandise sales, further enhanced economic benefits. The study, by Oxford Economics, used a combination of surveys and economic modeling to assess these metrics, excluding YouTube's own operations.

Social Impact

YouTube serves as a vital tool for learning and skill development, with 97% of Polish users reporting use for gathering information. It helped during COVID-19 by providing educational resources and news updates, supporting families with remote learning and teaching. Users cited benefits like motivating engagement, accessing diverse content, and finding new career paths.

Cultural Impact

YouTube enables Polish creators to export content internationally, such as the Fryderyk Chopin Institute's channel promoting Chopin's music to a global audience, with significant viewership in Japan, South Korea, and the US. It reaches diverse groups, including rural communities, fostering cultural enrichment and accessibility.

Case Studies

• Kasia Gandor: A biotechnologist who uses YouTube to explain science, gaining over 250,000 subscribers and 18 million views, creating her company and employing staff. She notes YouTube combats misinformation and educates underserved audiences.
• Video Brothers: Founded by Lukasz Skalik, this network manages 320 channels with €2 million turnover, hiring 10 people and subcontractors, highlighting YouTube's role in building international audiences and diverse income streams for creative entrepreneurs.
• COVID-19 Support: YouTube users found it helpful for educational continuity and staying informed, with teachers and parents leveraging it for home learning.

Methodology

Oxford Economics employed a survey of 2,000 Poland-based users, over 2,000 European businesses, and more than 1,100 Central and Eastern European content creators. Economic modeling used input-output techniques to estimate GDP and employment contributions, excluding YouTube's direct operations or advertising benefits to businesses.