YouTube, the world’s largest video platform, is conscious of its competition in lives that are exploding with apps these days. While it has been around longer than any of these, it knows that this does not guarantee brand love. Along with their global research partners, our task was to unpack the India story for what YouTube loyalists loved about it vs. people whose engagement with it was declining…

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Our investigation fed into shaping YouTube’s brand pillars today. Our big learning? Even those whose engagement with YouTube is declining still love it, despite flirting with a variety of others today. So do we. 💘