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"Anthony has such a strong belief in his own intelligence that it's hard for him to learn. He believed himself smarter and better at everyone’s job,” this person said.

Last year, Noto became known inside the company as the man with a growth plan: to go all-in on video.

It cost Twitter a reported $10 million for those rights, a mere $1 million per game, instead of the tens of millions of dollars per game that traditional media outlets pay.

Last spring Twitter announced more than 12 partners who will launch original shows on topics of business, sports and entertainment — the types of things that people already like to Tweet about. And Noto wants Twitter to have enough content to fill 24 hours of live programming, he told BuzzFeed in April.

So far, Bloomberg has signed on to give that a try, and will launch 24x7 streaming in the fall. Plus Twitter plans to launch Stadium in the fall, too, a 24-hour sports network.

Twitter has been stuck at roughly 300 million monthly active users (MAUs) for years.

"Users matter," RBC Capital Market's Mark Mahaney told Business Insider, who rates the stock an "underperform" and dropped his price target for the stock to $14. While he believes Twitter will slowly add more users, "I think the best growth days for Twitter are behind them," he predicts.

"It's like your relative who you love that keeps making a bunch of bad decisions over and over again, that's Twitter," one top exec who left a couple of months ago said.

It faces heavy competition from better-funded companies like Facebook, Google, Netflix and Amazon. Noto will likely also need to pay to develop content, which could become a big new expense, compared to crowdsourced tweets, some analysts point out.

"People are using Twitter for all sorts of different purposes, but they are not going there to watch video," warns eMarketer's Debra Williamson.

The median age of adult U.S. Twitter users is 40, while the median U.S. adult is 47 years old.

Although less pronounced than these differences in age, Twitter users also tend to have higher levels of household income and educational attainment relative to the general adult population. Some 42% of adult Twitter users have at least a bachelor’s degree – 11 percentage points higher than the overall share of the public with this level of education (31%). Similarly, the number of adult Twitter users reporting a household income above $75,000 is 9 points greater than the same figure in the general population: 41% vs. 32%. But the gender and racial or ethnic makeup of Twitter users is largely similar to the adult population as a whole.

Twitter CEO Dick Costolo has once again promised that Twitter users will, indeed, be able to download a full archive of their tweets in just a matter of weeks.

“Twitter ads…generate clicks at a much higher rate as advertisers integrate them tightly with broad trends and conversations, serving up straightforward messaging and content directly into relevant conversation streams.”

When it comes to Facebook, our reach for the same period was about 900,000. So our Facebook posts were seen by about 1/5th the number of people on Twitter, which could make one assume that Twitter is the better social platform. In reality, the answer is more complicated. Like many publishers, we share far less on Facebook than on Twitter. Increasing our share rate might increase our overall reach. More important, however, is that one of our key hopes with social sharing is to drive traffic back to our site. According to Twitter’s stats, those 4.4 million impressions generated 7,300 clicks to our content. But Facebook, with far less impressions, generated 10 times that number of clicks to our content, about 70,000 over the past month.

– 72.6% -- say their ROI from Twitter desktop and mobile ads are virtually the same, a great sign for Twitter's mobile business. Ad Age readers ranked it the third most-effective ad platform behind Google and Facebook, and ahead of LinkedIn, Yahoo and AOL in that order.

Pinners are more active on tablets whereas tweeters flock to smartphones. Consumers also show different sharing behaviors depending on the operating system. Android users are more active on Facebook, whereas iOS users are more active on Pinterest and Twitter.

Facebook is the place to share about politics and parenting, Twitter tends to be all about business and sports, and Pinterest leans heavily toward shopping.

Pinterest and Twitter are still gaining – together, they stole just over 2% of Facebook’s share of social activity last quarter