YouTube US: The state of the creator economy

Our brand new study with YouTube US presents an assessment of YouTube’s contribution to US GDP and employment, and its broader impact on society and culture in 2020. YouTube enables American content creators to reach a large domestic and international audience. This supports substantial economic value for creators who receive income from the platform, including advertising, product sales, brand partnerships, or live performance engagements. Our economic modelling suggests that YouTube’s creative ecosystem contributed $20.5 billion to the US economy in 2020 and supported 394,000 full-time equivalent jobs. Survey research then helped us investigate how YouTube can sustain careers for content creators; help businesses grow; enrich cultures and communities; build skills; and provide connections. We also investigate how YouTube has proved helpful during Covid-19.

What you will learn:

  • Economic modelling helped quantify YouTube's economic impact in the US
  • Thought Leadership survey research showed the cultural and societal impact of the platform
  • Case studies and interview wove in personal creator stories

Topics: Economic impact, Technology, United States, Coronavirus, Consumer, Employment, Forward thinking newsletter - US, YouTube, Business growth

YouTube US The state of the creator economy