There are many thoughts and theories as to why this happens and the one that seems to make the most sense is the ease of use of Twitter for spreading information via retweets. Once someone has ‘rubber stamped’ a video their followers who trust their judgment on these matters are more likely to pass the information along. I would even suspect that many pass it along without even watching the video themselves but that is a pure guess on my part.
Another important element researched shows that people who view a video from a Twitter referral spend more time watching the video than with any of the other referrers.
Please keep in mind that there is no real backing for this data. Mashable did not provide a link to any source and there is no explanation of methodology for the information. This should serve as our usual “Use Internet Research At Your Own Risk” warning because, let’s face it, anyone can produce a ‘study’. As a result, the less information given about the ‘study’ makes it less and less valid (or at least it should).
Does your experience with Twitter and video match that of these findings? Tell us your thoughts.