Creative Industries Innovation Centre, UTS



Report reveals that Australian creative industries sector contributes more than $90 billion to the national economy and exports $3.2 billion annually.

We worked with the Creative Industries Innovation Centre (CIIC) to measure and profile Australia’s creative industries. Our study illustrated how pervasive the creative workforce is in Australia. It is widespread and embedded.

Our report found that the creative sector:

  • contributes around $90.19 billion to the national economy annually
  • adds almost $45.89 billion to Australia’s gross domestic product (GDP)
  • helps generate exports of $3.2 billion annually, and
  • employs more than 600,000 people in Australia, with 263,563 embedded in non-creative industries. This demonstrates a clear industry demand for cross-disciplinary skills. The Australian creative industries sector also employs many volunteers. Their contribution was not included within our estimates due to insufficient data.
SGS Economics and Planning creative industries

The Director of Enterprise Connect at CIIC, wrote that our report "validates and values the skills and capabilities of the creative industries in economic terms. It has the benefit of being internationally comparable, and clearly shows the increasing demand for creative skills’ sets across all industry sectors in our economy, as evidenced by the growing number of creatives employed within other industries."

Our work represented the first Australian application of the 'NESTA method' to creative industry measurement. This method was pioneered in the UK by the National Endowment for Science, Technology and the Arts (NESTA).

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