According to its CEO, MySpace wasn't killed by Facebook's popularity, but was instead silently assassinated by Google.
MySpace, once the biggest social network on Earth, faded into obscurity after Facebook took the world by storm. That’s the widely held belief, anyway. But according to CEO Tim Vanderhook of Viant, the company that bought MySpace in 2011, that’s not what happened at all.to share that the belief that MySpace was done-in by Facebook isn’t true. Facebook’s growth and popularity certainly didn’t help, but MySpace was more hurt by Google, he alleges.
“Late in 2006, Google acquired YouTube and quickly integrated it into their ecosystem. By licensing music videos, which now account for ~30% of all YouTube plays, Google positioned YouTube asdominant force it is today, directly competing with MySpace’s music stronghold,” Vanderhook says. ‘Everyone thinks Facebook killed MySpace, but the real assassin was Google — using its monopoly to dismantle us piece by piece.’
“In reality, Google was the silent executioner. By the time YouTube fully integrated with Google’s ecosystem, MySpace was no longer the dominant platform it once was, and the narrative had been rewritten,” Vanderhook claims.
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