Google And YouTube Company Updates 2021

google updates youtube changes alphabet lawsuits antitrust investigation monopoly

Google and YouTube (owned by Google) are constantly making changes. Whether it's acquisitions or algorithm updates, or facing lawsuits and anti-trust investigations, Google and its parent company Alphabet are always evolving and overcoming challenges. 

As a marketer or business owner, you need to keep tabs on the latest company and industry developments so you don't lose your competitive edge. 

Here are some of the recent changes with Alphabet, Google Search, Google As, Google Analytics, and YouTube for 2021 so far. 

Antitrust Lawsuits And Republican Lawsuits Filed Against Google 

The top news is talks of antitrust lawsuits against Google for dominating the search engine industry in the U.S. (and most of the world) has been brewing for years not, and may be coming to a head. This is due to Google being one of the most powerful, influential, and valuable tech companies in the world... along with their obvious monopoly in the search engine space.

Also, Google is now facing lawsuits or potential lawsuits and a lot of criticism from Republicans for skewing search results to liberal websites and news outlets. Whether this criticism increases or not later this year is yet to be seen, since more of the negative attention has shifted away from Google somewhat and onto social media platforms.  

Google Acquires FitBit And Data For 100 Million Users

Speaking of antitrust concerns, Google finally acquired Fitbit after waiting 14 months for the U.S. Department Of Justice to approve the acquisition. The DOJ actually hasn't approved the acquisition but they just stopped challenging it, probably due to the major distraction of an entire administration change with Biden winning the presidency and Democrats winning Senate majority. So they could potentially get slapped on the wrist in the near future.


"Fitbit is now officially part of Google. It’s an incredibly exciting moment for us as a company and for our Fitbit community of users around the globe. When Eric and I founded Fitbit 13 years ago, we did so with a simple, but bold idea: to make everyone in the world healthier. Since shipping the original Fitbit tracker in 2009 to now having sold more than 120 million devices in over 100 countries, this mission has never wavered. Instead, millions of you joined that mission, and made Fitbit a movement that transformed lives. In some cases, we heard from our users that we even helped save lives. 

Together, we’ve taken 275 trillion steps and logged over 15 billion hours of sleep. This is just the beginning because becoming part of the Google family means we can do even more to inspire and motivate you on your journey to better health. We’ll be able to innovate faster, provide more choices, and make even better products to support your health and wellness needs. On our own, we pushed the bounds of what was possible from the wrist, pioneering step, heart rate, sleep and stress tracking. With access to Google’s incredible resources, knowledge and global platform, the possibilities are truly limitless. I have no doubt that this acquisition will create so many opportunities. But I also want you to know that many of the things you know and love about Fitbit will remain the same. 

We’ll stay committed to doing what’s right, to putting your health and wellness at the center of everything we do and to offering a no-one-size-fits-all approach with choices that work across both Android and iOS. The trust of our users will continue to be paramount, and we will maintain strong data privacy and security protections, giving you control of your data and staying transparent about what we collect and why. 

Google will continue to protect Fitbit users’ privacy and has made a series of binding commitments with global regulators, confirming that Fitbit users' health and wellness data won't be used for Google ads and this data will be kept separate from other Google ad data. Google also affirmed it will continue to allow Fitbit users to choose to connect to third party services. That means you’ll still be able to connect your favorite health and wellness apps to your Fitbit account. These and other commitments by Google reinforce why Google is an ideal partner for Fitbit who will continue to put our users first and help further our mission to make everyone in the world healthier." 

That's a lot of big talk from Google and Fitbit, so hopefully they will respect customer data privacy and not make owners regret the acquisition, or they could be facing some less than ideal PR. They will also be debating between keeping the product separate or integrating it with their Google Health program, or both. 

Google Analytics 4 Readiness Audit 

Are you happy with the answers you’re getting out of Google Analytics today? Are you confident in the decisions you’re making from Google Analytics? Are you secure in the knowledge that you’re set up properly to benefit from Google Analytics 4? On the horizon are some big changes, including the newly-released Google Analytics 4, a completely new way to do your marketing analytics. If you answered no to any of the questions above, let’s take some time to get your analytics in shape. This year’s going to be a BIG year for Google Analytics, and to benefit from it, your analytics infrastructure needs to be ready to go. 

So I’m offering you a Google Analytics overhaul with my company, Trust Insights. We’ll help you: Get your existing Google Analytics account in shape with proper goals, tracking cleanup, and best practices Identify key issues that will block your ability to use Google Analytics 4 and help resolve them Help you set an analytics strategy for this that focuses on answers, decisions, and growth rather than pouring more data in your inbox Build you a migration plan for Google Analytics 4, including Google Tag Manager and Google Data Studio. 

Google Being Charged For Ads And News Sources In Europe An Australia, Passing Fees Along To Customers

Google is now required to pay news outlets for including them in search results in Australia and are being charged in some European Union countries, where they have previously been sued and restricted. 

Here is what Google has just announced for France and Spain:

On 1 May 2021, Google will begin charging new surcharges for ads served in France and Spain. New surcharges As of 1 May 2021, we will begin adding a surcharge to your next invoice or statement for ads served in specific countries: 

Ads served in France: a 2% Regulatory Operating Cost added to your invoice or statement. 

Ads served in Spain: a 2% Regulatory Operating Cost added to your invoice or statement. The Regulatory Operating Costs (ROC) are being added to cover part of the costs associated with complying with digital services tax legislation in France and Spain. You can view a more complete description of the surcharges, but here are the most important changes that may apply: Ads purchased through Google Ads 

These surcharges will be shown on your invoice or statement as a separate line item per country. They will also be displayed in the "Transactions" section of your Google Ads account. You'll be charged for advertisements served in the countries mentioned above. 

Any taxes, such as sales tax, VAT, GST, or QST, that apply in your country may also apply to the new surcharges. 

If you pay through monthly invoicing or automatic payments, these surcharges will be added in addition to your account budget. For example, if you have a budget of €100 and accrue €2 in France ROC for ads served in France, you'll be billed €102 (plus any taxes, such as sales tax, VAT, GST, or QST, that apply in your country). Learn more about adjusting your account budget 

If you pay through manual payments, these surcharges may be charged after your payment has been fully spent. You may be left with an open balance that will be automatically deducted from your next prepayment. For example, if you accumulate €2 of Regulatory Operating Costs for ads served in France, and you make a new payment for €100, you would have €98 credit towards displaying ads (€100 - €2), and your available balance would show €98.

YouTube Creators And Partner Updates 2021

2021 is finally here for YouTube Partners and Creators. Now's the time to take a fresh look at your channel. There are countless ways to shake things up. Check out your guide for creative inspiration. Tips to Unleash Your Creative Potential If you’re looking for ways to stand out this year, then the Making Creative Changes course is your go-to guide. Follow these official YouTube tips to get your ideas flowing. 

Change Up How You Brainstorm: Seek inspiration in new spaces and fresh experiences - like a morning walk or swapping your music playlists. 

Remix The Hits: Tweak or reimagine existing trends or content series to provide a fresh take on an old topic. 

Let Your Data Guide You: Review your performance data in YouTube Analytics to get a sense of your audience’s evolving tastes and use Google Trends to view search interest! 

Unleash Your Creativity 

YouTube Trends Report Take an interactive journey into ridiculous self-haircuts, communal watchalongs, and all the content that connected us last year. The YouTube Trends Report will challenge everything you know about what happened on the internet! January Creator Spotlight If one of your New Year's resolutions is to prepare healthier meals, then Imamu Room is your inspiration. Watch as she prepares delicious Japanese bento boxes for her family. 

Need more inspiration to get creatively unstuck? See how former comedy creator turned YouTube employee, Matt Koval, ventured into new genres to get fresh ideas. 

Top YouTube creators offer their favorite tips for your channel in 2021, in this short video compilation. We all know there’s no secret to creativity, but with a little experimentation, you can confidently push your channel to new heights. 

Community Comes First

Community lies at the heart of your YouTube channel - the people who believe in you, cheer you on, and come together because of you. By staying connected with your followers, you can unlock new levels of potential for your channel. Test out some of these techniques to stay in touch with your audience: 

Reply, pin, and heart Comments - it is easy and fun, and can incentive fans to engage, too. Don't forget to explore some of our great tools you can use to keep your community safe. 

Use Stories to show current and potential fans what you’re up to between uploads. On average, creators who have an active Story can accelerate their weekly new subscriber count by over 8%! 

No time to film and edit videos? Use Community Posts to stay connected by sharing pictures or polling fans on what they want to see next. 

Give fans VIP access with Channel Memberships. Exclusive perks in exchange for a monthly fee? Sounds like a win-win. 

Go off-script with YouTube Live! Fans can show love with colorful Super Chats and Super Stickers and help grow your earning potential.

We’re celebrating the amazing bond between YouTube Partner creators like you and your fans. Take a moment to send your YouTube Creator community some gratitude by posting #LoveNotes on social today!

Google Growth 

When it comes to tech companies making waves, Google and its affiliated companies are constantly making big changes. Keep up with the latest Google company updates to make sure that your business stays current in 2021.

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