Video sharing platform YouTube’s creator ecosystem generate “considerable” economic value and contribute an estimate Rs 6,800 crore to the Indian economy in 2020, according to a report release.
The report by Oxford Economics, an independent consulting firm, assess YouTube’s economic, societal, and cultural impact in India.
The report shows :
The study by Oxford Economics combines YouTube-driven advertising revenues, with other related revenues, such as non-advertising revenues (such as subscriptions and alternative monetisation), and off-platform revenues (fan-meetups and sponsorships).
It estimates YouTube’s economic impact base on direct impact (profits and wages earn by creators and their teams), indirect impact (generate by the spending it stimulates in the broader Indian supply chain), and induced impact (generated by the wage costs of those employed by the creator ecosystem).
YouTube said that in addition to the revenue generate on the platform, a creator’s presence can help them get a global fanbase, and explore multiple revenue streams via brand partnerships, live performance and other avenues.
These revenue sources not only support jobs and income for creative entrepreneurs but also spur wider activity in supply chains, YouTube said.
Ajay Vidyasagar, regional director (Asia-Pacific) of YouTube Partnerships, Said :
India is a large market for digital and social media companies and has been witnessing strong growth on the back of booming smartphone sales and affordable data rates.
The social media users have grown leaps and bounds, and the content creator ecosystem has thrived.
That said, the big social media platforms have drawn flak in the past over hate speech, misinformation and fake news circulating on their platforms, and there have been persistent calls for greater accountability.
Under the IT rules notified last year in the country, large digital platforms (with over five million users) have to publish periodic compliance reports every month, mentioning the details of complaints received and action taken thereon.
As per estimates share by the government last year, the country has 44.8 crore YouTube users, 53 crore WhatsApp users, 41 crore Facebook users, 21 crore use Instagram, and 1.75 crore are on Twitter.