Exploring  YouTube’s impact  on Canada in 2024

Find out more by downloading YouTube’s 2024 Impact Report.

Executive Summary Download the full report

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A platform for growth through creativity

By sharing more than half of advertising revenue directly with creators, YouTube broke 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 Canadian 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.

Download the full report

Claims at a glance

CAD1.8B

GDP

YouTube’s creative ecosystem contributed over CAD1.8bn to Canada's GDP in 2024.

According to research by Oxford Economics

35K

FTE

YouTube's creative ecosystem supported more than 35,000 full time equivalent (FTE) jobs in Canada.

According to research by Oxford Economics

Putting Canadian music artists on a global stage

YouTube is a major partner to Canadian music artists and labels. We make it easier for artists to share new music – from official videos and live shows to DJ sets and covers – and easier for fans to find new favorites. Backed by our robust rights management systems, artists can connect with global audiences, earn revenue, and build careers.

80% of music companies with a YouTube channel agrees that YouTube is an important source of revenue for their company.

According to research by Oxford Economics

@ChaniNattan

YouTube is the one platform that actually gets artists recognized. When people play a music video, they’re going to play it off YouTube. That helped us build our fanbase.

— Chani Nattan

A place for Canadians  to learn, grow and share  their voices

YouTube is a place for Canadians to grow, learn, and share their diverse voices. We help people discover quality information, develop new skills, and expand educational opportunities – whether through our partnerships with Canadian universities or through creative communities.  We also enable Canadians to tell unique stories that reflect the country’s rich diversity, from local customs to food, music, and culture – fostering deeper community connection and national pride.

94% of users report using YouTube to gather information and knowledge.

According to research by Oxford Economics

75% of users agree that they value the diversity of content and perspectives they can find on YouTube.

According to research by Oxford Economics

@AlexandraGater

When I started my own channel, I saw this niche.  No one was talking to people like me who rent. I've been able to just do that. I don't have to ask a network to sign me.

— Alexandra Gater

Helping Canadian business reach more people

Canada’s SMB creators use YouTube to build their brand, reach new customers, and grow their bottom line. And with the revenue from our YouTube Partner Program, direct sales, and fan funding, SMBs reinvest in talent acquisition, new content production, and off-platform business — all of which helps to grow Canada’s economy.

69% of SMBs with a YouTube channel agree that YouTube played a role in helping them grow their revenue.

According to research by Oxford Economics

@jeenie.weenie

For me, YouTube is not just a platform. It's a space where you can tell your stories,  share your passions, and build meaningful relationships  with a global audience.

— Sandra K. 
Jeenie.Weenie

Impact stories

In communities across Canada, creators are using YouTube to build a business, generate an income, and hire employees. Meet some of the people powering the creator economy.