Splash screens on updated Google apps turn into a place for the company to push its brand
But Google wants to push its brand to as many people as possible. If that means that YouTube users have to wait a little longer before the video streaming app opens on an Android phone, Google says that's okay as long as it gets to promote its brand. With Microsoft recently offering Office for Android, Google wants to remind Android users who butters their bread.
In its Material Design guidelines, Google notes that branded splash screens are a good way to promote a brand while an app is loading. You wouldn't think that Google would feel threatened; but in the fast paced world of providing apps and cloud storage, a strong brand now could find itself struggling down the road.