In this note we provide analysis of Nielsen's DCR (Digital Content Ratings) daily viewing data for Alphabet's YouTube from days between August 2016 and March 2018. Most notable among our observations is that YouTube growth has decelerated over the past few months, although it remains at high absolute and relative levels. During March, growth was +27% vs. levels closer to (or slightly higher than) +30% during other recent months. Given YouTube's relative scale -- by itself accounting for more consumer time than Facebook, where use of time is declining -- ongoing growth at these levels is a notable trend for the industry. Concentration among sub-brands on the platform remains relatively stable and is generally dominated by music-related content.
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