The global prevalence of platform workers continues to rise, as highlighted in the latest World Bank report (2023), which identifies an impressive 545 online platforms operating worldwide. These platforms engage workers and clients in 186 countries, showcasing the expansive reach of the platform economy (World Bank, 2023). Notably, low- and middle-income countries contribute 40 per cent of overall platform traffic emphasising the importance of thoroughly assessing the gig workforce in these economies. However, efforts to estimate the size of the platform economy face significant challenges due to the absence of a universally accepted definition and the methodological complexities involved (Kuhn & Galloway, 2019).
Gigmetar™, a novel method employed in evaluating the online web-based workforce in Serbia and Southeast Europe was launched in 2019. Inspired by the Online Labour Index by the Oxford Internet Institute, Gigmetar™ remains one of the very few indicators that regularly provide online gig economy insights. The measurements initially focused on Serbia and later expanded to eight other Southeast European countries, offering information about the gender distribution, earnings, and occupational profiles of the online workforce on Upwork, the leading global platform with a dominant share in the online platform market in the target countries.
Developed by the Public Policy Research Centre in Belgrade, Serbia, a think tank focused on the future of work and the platform economy, Gigmetar™ responds to the region's significant number of online platform workers. Serbia, in particular, has consistently ranked among the global leaders in the number of online gig workers over the past decade (Payoneer, 2022; The Online Labour Index, 2020; Kuek et al., 2015).
This online peer-learning session explored the strengths and weaknesses of Gigmetar™ through a discussion with five expert speakers. It offered a unique opportunity to examine the Public Policy Research Centre’s approach to measuring the platform economy in Southeastern Europe. By engaging directly with the Gigmetar™ research team, participants gained insights into the internal and external challenges they encountered, including the rapidly evolving platform work landscape and various methodological issues. The session aimed to learn from the Centre's experience and inspire new ideas and collaborations in this field.
You can find the agenda and the presentation as attachments to this page.
The webinar recording can be viewed here.
A short summary of the event can also be downloaded from this page.
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