For the second year in a row, YouTube publishes the results of the platform’s Impact Report in Brazil, a study carried out in partnership with Oxford Economics, which shows the company’s direct and indirect contribution to the Brazilian economy. In 2021, YouTube contributed BRL 6 billion to the Gross Domestic Product (GDP) Brazilian market — almost double the R$3.4 billion of the previous year.
The study also shows the importance of YouTube in job creation: more than 160 mil vacancies in full time – that are directly or indirectly related to the platform – since the opportunities go beyond the content creators themselves, encompassing investments in manpower, production, sound and editing technicians, among others.
In addition to the economic impact analysis, a survey was carried out with more than 7,000 people, 3,036 of whom were users, 3,804 creators and 516 companies, to understand how the platform is contributing to Brazilian society and culture. The data collected demonstrate the perennial importance of YouTube to the ecosystem of content creators, artists, entrepreneurs and brands.
Platform growth and opportunities
The increase in the share of GDP is also a result of the expansion of channels in Brazil. Growing up within the platform, the creators were able to reach new people and open horizons, beyond the traditional ones already known. No wonder, 86% of those who responded to the survey agree that YouTube provides opportunities to create content and earn revenue that they don’t find in traditional media.
The survey reaffirms YouTube’s place as a platform for digital content in multi-format – from video on demand, through short formats, lives and the vast universe of music – and to foster creators. Since the beginning of this digital content creation ecosystem in Brazil, 15 years ago, YouTube has helped content producers find their audiences and connect with brands, making it possible to generate revenue with a channel, through the 10 monetization tools , developed over the years.
The study also reveals that the platform continues to expand: in 2021, more than 20 thousand channels in Brazil had at least 100 thousand subscribers, a growth of 25% compared to 2020. And more than 2 thousand Brazilian channels surpassed the mark than 1 million subscribers in 2021, 20% more than the year before.
The report also brings up issues such as the representativeness of Brazilian culture gaining visibility and international audiences. It is possible to see a growing range of Brazilian artists succeeding in other countries and YouTube is often the platform to reach these international audiences, which many of the respondents say they would not have access to otherwise. Media and music companies also see the value: 86% of those with a YouTube channel agree that it is critical to releasing new artists and/or music.
When it comes to reaching new audiences, 83% of small and medium businesses agree that YouTube has played an important role in helping them grow their customer base by reaching new audiences. What’s more, there are clear signs of the platform’s impact: 78% of SMEs using YouTube agree that it is essential to growing their business. The platform has become a community that is also a space for entrepreneurship.
Social impact of creators on a daily basis
And it’s not just the creators who win. Users, through YouTube, are directly impacted, either to gain knowledge or to discover new skills that can help both in their personal and professional lives: 99% of users report using YouTube to gain knowledge and 94% said they learned to fix practical problems using the platform.
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