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You Tube comments no longer appeared on Google or vice versa.

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Consequently, the reported number of active users on Google grew significantly, but the average time those users spent on the site was a small fraction of that on comparable social media services.

In 2011 Google reached 10 million users just two weeks after the launch.

The company also eliminated the Google social layer; users no longer needed a Google profile to share content and communicate with contacts.

The transition began with You Tube, where a Google profile was no longer required to create, upload, or comment on a channel, but a Google page was instead required.

Google Hangouts, Google's communications platform, was announced two years earlier, also at Google I/O.

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