The platform Youtubewhich has more than 40 million monthly users in France, still federates as much, and attests to a real economic impact in France.
Landed more than 15 years ago in France, YouTube continues to be a hit, as the Google subsidiary revealed on Tuesday through a study conducted by the analysis firm Oxford Economics, on the sidelines of the YouTube Festival. While 40 million French people watched a video on the platform in July and 17 million connect to it daily, the impact of the service in France is growing.
A direct, indirect, induced and catalytic impact on the French economy
In 2021 alone, YouTube’s ever-evolving creative ecosystem contributed €650 million to French GDP (and French films in particular), supporting more than 20,000 full-time equivalent jobs, across markets such as digital production, film studios and others. Oxford Economics reminds us: YouTube supports creators who receive income both on and off the platform.
First, there is a direct economic impact of YouTube, which corresponds to the money paid to creators for their content (advertising revenue for example) and includes the share of GDP and jobs supported by the income that YouTubers generate. Indirect impact includes the goods and services that creators acquire in their supply chains.
Then, these content creators spend their income, which makes it possible to observe an induced economic impact. And some even go so far as to receive income from other sources, such as product sales, brand partnerships or live stream revenue. We then speak of a catalytic impact on the French economy.
YouTube still appeals to creators and viewers alike
The YouTube machine runs almost on its own. 5,000 channels exceeded 100,000 subscribers in France, while 500 channels crossed the symbolic bar of one million subscribers. This is 200 more than in 2019. And content creators who achieve a turnover of 5 figures or more in euros are growing significantly (+35%) over one year.
Regarding viewing time, Google tells us that 55% of this time comes from viewers located abroad. Another study, carried out by ComScore, even goes so far as to tell us, for the first time, the time that each French person spends on average on YouTube on three screens (mobile, desktop, tablet, connected television): it is approximately 36 minutes a day.
YouTube continues to evolve on various fronts, whether it’s copyright, the very recent and progressive launch of identifiers, the Shorts format and more generally its increasingly thick monetization model, which in total offers 10 different ways to make money from its creators.
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