They complained of a "value gap" between the huge consumption of streamed free-to-view videos and the revenues derived therefrom. YouTube's Content ID technology aims to identify unauthorised music clips

allowed Coca-Cola to close the gap considerably in 2008 and then overtake its long-time rival. According to IRI figures for 2014 (52 weeks to Jan 2015, all retail channels, Grocery HQ), Coca-Cola led

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