I'm trying to form a best practice recommendation for either embedding videos (embedded youTube player) or launching videos into a dedicated viewing experience (leveraging YouTube app on smartphones and tablets, or doing a large-screen overlay on desktops). The question was posed to me: from which experience is a user more likely to share the video?
Does anyone have any research or insight into this behavior?
I have a hypothesis that the content and context around the video is a larger factor in whether a user will share the video, moreso than the environment from which they are sharing. But, outside of conducting my own user research, i'm having trouble finding any related research.