An unprecedented study also shows that the platform generated more than 122,000 jobs last year and became part of the development strategy for small businesses and businesses
Eliseu Pereira built a solid career as a content creator and YouTuber. Over the past 5 years, his channel has attracted more than 800,000 subscribers and he employs two people to help him produce the videos. The story has its origins in Divisópolis, a city of 10,000 inhabitants on the border between Minas Gerais and Bahia.
Pereira owns the Oficina Caipira channel, where he teaches woodworking techniques, promotes videos of adventures in the interior of the country, and gives step-by-step instructions for putting up constructions and structures — be it a wood stove and oven or a bench. wood.
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YouTube started in Pereira’s life by chance. The creator, who worked for almost 10 years in the civil construction industry, had carpentry as a hobby and recorded the production process of his first project: the workbench of his own workshop. Zealous and attentive to details, he gained followers who asked for more content. “All the sustenance for my house, my family, comes from the canal. Before, I could not help a relative, my parents, when they needed medication or an exam. Today I can”, says Pereira, who also claims to have bought a car and signed partnerships with major tool brands, such as Bosch.
Pereira’s story is just one among many on YouTube in the country that show him the size that the platform has taken. An unprecedented study, commissioned by the company with the Oxford Economics consultancy, shows that, in Brazil, the market around YouTube impacted the Gross Domestic Product (GDP) in 2020 by 3.4 billion reais, generating 122,000 jobs.
Although it is the first time that Oxford Economics research for YouTube has been carried out in Brazil, the survey has already been carried out in other countries such as the United States, Canada, and Australia. In the US, data from 2019 shows that YouTube’s impact on GDP was $16 billion and that the company had paid more than $30 billion to creators in recent years.
Except for the differences between the Brazilian and American media market, the data here is a fraction of that there and may denote that there is room to grow the economy of content creators on YouTube in Brazil.
The data released brings a dimension in this sense: the number of channels that earn more than R$ 10,000 in advertising in one year grew 70% in 2020. There are already more than 2,000 channels that have 1 million subscribers in Brazil, an increase of 30%. On the companies side, partnerships and advertising insertions have been increasingly common.
According to Muratori, YouTube has been specializing and has teams for content and assistance to creators in different themes, such as entertainment, health, games, sports, education, and journalism. “There are different types of content and we have experts that help creators to be more efficient in their business on the platform,” he said.
But, above the economic and business aspects, YouTube has proven to be a culturally diverse platform, which is perceived by users. 94% of them believe that videos are rich in this sense and 78% say they have access to content that is not available in more traditional media. “The platform seeks to give voice to all types of content, help with recommendations through our mechanisms, and play a role in enhancing voices,” says Muratori. For more channels like Eliseu Pereira Brasil’s abroad.