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