Exploring YouTube’s UK impact in 2024
Explore how YouTube is supercharging the UK's creator economy in our 2025 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 UK 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
£2.2B
GDP
YouTube’s creative ecosystem contributed over £2.2 billion to the UK GDP in 2024.
According to research by Oxford Economics
45K
FTE
YouTube's creative ecosystem supported more than 45,000 full time equivalent (FTE) jobs in the UK.
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. 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 hire teams and build their businesses.
@maxklymenko
1
Creators earn 55% of ad and subscription revenue.
Source: Google/YouTube Support Website. Creators in
the YouTube Partner Program receive 55% of ad revenue.
For Shorts creators, ad-revenue is distributed based
on share of engaged views to reward all monetising
creators who make up the Shorts experience, not just
those who have an ad next to their video.
Helping SMBs reach more people
YouTube empowers British creators to reach new audiences, grow the customer base, and boost brand awareness. With the revenue from our YouTube Partner Program, direct sales, and fan funding, SMBs can invest in talent acquisition, new content production, and off-platform business – and grow the UK economy.
1
74% of SMBs with a YouTube channel agree that YouTube played a role in helping them grow their customer base by reaching new audiences.
According to research by Oxford Economics
@AmeliaDimoldenberg
Chicken Shop Date transformed the celebrity interview. It’s all about authenticity and YouTube was the only place I could make that work.
Enhancing learning in the classroom and at home
YouTube enhances learning in classrooms and homes. Learners of all ages get access to high-quality insights and real-world perspectives from expert creators. YouTube is also a trusted resource for families, offering age-appropriate content and parental controls to support enriching learning experiences.
1
88% 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
@MattGreenJGM
YouTube gave me the freedom to reach more students and spend more time with my family. It changed everything.
Putting British music artists on a global stage
YouTube gives world-class British music artists an ideal platform to share their sounds. YouTube makes it easy for music fans to discover all the best music - from official videos and live shows to DJ sets and covers - so artists can grow their audiences, promote their work, and earn revenue doing what they love.
1
79% of music companies with a YouTube channel agree that YouTube helps them reach new audiences across the world.
According to research by Oxford Economics
@Beabadoobee
YouTube has always been where Bea shares her world – from the very first demos to full albums and live shows. It’s such a big part of how she tells stories, and it’s always going to be home for her music.
Explore stories across the UK
Meet the creators, music artists and businesses who call YouTube
home.
@maxklymenko
@MattGreenJGM
@AmeliaDimoldenberg
@Beabadoobee
@TLDRnews