"…Twitter is said to be aiming towards changing the way people consume and discover media. “We’re talking about building content on top of Twitter,” said another industry insider. “That’s a big deal.” Twitter wouldn’t be developing the content, but would instead serve as a distribution vehicle and advertising middleman. Besides looking to shake up the media space, Twitter has a more obvious motivation for getting into the series game. It regularly sells out of inventory for its core ad units like Promoted Tweets."