Exploring YouTube’s impact in the EU in 2024
Explore how YouTube is supercharging the EU's creator economy in our 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 European 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.
Our impact at a glance
€7B
GDP
YouTube’s creative ecosystem contributed over €7 billion to the EU’s GDP in 2024.
According to research by Oxford Economics, 2025
200K
FTE
YouTube's creative ecosystem supported more than 200,000 full time equivalent (FTE) jobs in the EU.
According to research by Oxford Economics, 2025
Sharing more 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.
@wurzelwerk
1
Creators earn 55% of ad and subscription revenue.
Google/YouTube Support Website: Creators earn a share
of the revenue from ads that run on their videos. The
share is 55% for long-form videos. Creators will keep
45% of their allocated revenue for Shorts. They also
earn a share of the revenue from YouTube Premium
subscribers who watch their videos.
Enhancing traditional learning and age-appropriate discovery
YouTube enhances learning in classrooms and homes. Learners of all ages get access to high-quality supplemental content and expert perspectives from world-class creators. YouTube is also a trusted resource for families – founded on robust and accessible parental controls and clear production principles for creators – that supports enriching learning experiences for children and provides access to empowering youth mental health information.
@LYYNK_OFF
1
80% 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, 2025
Supporting the EU’s thriving media industry
YouTube partners with European broadcasters and the wider media industry to help traditional media companies and independent creators expand their global reach through new distribution formats. This generates the revenue needed to invest in high-quality coverage of important events – and the next generation of media innovation.
1
78% of media companies with a YouTube channel agree that YouTube helps them reach new audiences across the world.
According to research by Oxford Economics, 2025
@7PADUHonzyDedka
We started on YouTube. And thanks to YouTube, we were given a chance on TV.
Expanding access to quality information through innovative formats
YouTube supports the distribution of quality news and media content through innovative formats, helping Europeans connect with relevant, reliable information. By prioritising access to trustworthy news content, YouTube enables users to stay informed about social and community issues that matter.
1
93% of users report using YouTube to gather information and knowledge.
According to research by Oxford Economics, 2025
@EUMadeSimple
The best part about YouTube is the immediate feedback. Within hours of publishing, we know whether something resonated or missed the mark. It’s direct, democratic, and incredibly rewarding.
Supporting and exporting European culture and identity
YouTube creators share stories that showcase Europe’s rich regional diversity and give both local and give both local and global audiences the opportunity to deepen their cultural understanding. YouTube is also helping creators to bridge language gaps with exciting AI production tools like auto-dubbing and captions – reaching beyond borders to bring people together.
1
66% of users agree that they can find content that reflects their culture and perspective on YouTube.
According to research by Oxford Economics, 2025
@gardinerbrothers
YouTube has given us the freedom to turn our passion into something much bigger. It is a key way for us to showcase our Irish culture as something which is evolving and alive.
@wurzelwerk
@gardinerbrothers
@7PADUHonzyDedka
@LYYNK_OFF
@EUMadeSimple