YouTube’s value to Australia in 2024
Find out more by downloading YouTube’s 2024 Impact Report.
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Progress Impact
A platform for growth through creativity
In 2007, YouTube began sharing more than half of advertising revenue directly with creators, breaking down the traditional barriers to entry. This empowered anyone to build a business, generate an income, and hire employees—establishing the creator economy and fostering the rise of next-generation media companies.
Today, YouTube provides a vibrant platform for Australian businesses and content creators to connect with local and global audiences. These creative entrepreneurs are making videos for the billions of people who turn to YouTube every month for entertaining, educational and cultural content.
Claims at a glance
A$970M
GDP
YouTube’s creative ecosystem contributed over A$970 million to Australia's GDP in 2024.
According to research by Oxford Economics
16K
FTE
YouTube's creative ecosystem supported more than 16,000 full-time equivalent (FTE) jobs in Australia.
According to research by Oxford Economics
How we share with creators
Through the YouTube Partner Program, we pay creators a split of the revenue generated from ads and YouTube Premium subscriptions. Our personalised recommendations enable creators to find audiences and grow their channels by sharing relevant and useful content. Over the years, we’ve continued investing in new monetisation options for creators beyond advertising, and now offer multiple ways to earn money. This enables creators to employ others and build their businesses.
@SarahRenaeClark
1
Creators earn 55% of ad and subscription revenue.
Source: Google/YouTube
Support Website
Supporting learning in the classroom and at home
YouTube enhances learning in classrooms and homes. Learners of all ages get access to high-quality content and expert perspectives from world-class creators. YouTube is also a trusted resource for families, offering age-appropriate content and parental controls to support safe, enriching learning experiences for children.
1
79% of parents who use YouTube agree that YouTube (or YouTube Kids) provides quality content for their children’s learning and/or entertainment.
According to research by Oxford Economics
@EmmaMemma-Auslan
Emma Memma is an integration of sign language, movement, dance, and music that children are bound to enjoy!
Enriching Australian lives with credible information
YouTube helps Australians stay informed by providing access to relevant news and reliable information. With a diverse range of credible contributors—from breaking news to podcasts to historical insights, we support informed engagement with important social and community issues.
1
91% of users report using YouTube to gather information and knowledge.
According to research by Oxford Economics
@6NewsAU
Being able to get to the point where we are live every single day. We're able to do these election broadcasts. We're able to do this breaking news coverage. YouTube has literally just made that possible.
Creating global opportunities for Australian music talent
YouTube gives both established Australian artists and rising stars a platform to share unique sounds. We make it easier for artists to promote new releases and grow audiences, and easier for music fans to discover all the best music. Backed by our robust copyright controls, artists can focus on earning revenue and doing what they love.
1
84% of music companies with a YouTube channel agree that YouTube is an important source of revenue for their company.
According to research by Oxford Economics
@ugottabwise
YouTube has its own way of giving Australian voices a place to shine. It's become more important than ever… for artists and creatives to be able to deliver their message.
@GLITCH
@ugottabwise
@EmmaMemma-Auslan
@JessicaMauboyOfficial
@6NewsAU
@samjtodd
More to learn, more to explore
Stay up to date with the latest blogs, podcasts and information
about YouTube’s impact on the creator economy.
A QUOTE FROM OUR CEO
“It's truly inspiring to see the impact of the YouTube creator community. Creators are building businesses, creating jobs, and fostering community by sharing their passions and talents with the world.”
Neal Mohan, CEO
podcast
The Upload: The Rise of the Creator Economy
In this podcast produced in partnership with National Public Media, find out how creators behind rising and established YouTube channels have turned their passions into full-time careers.