Via theverge.com: Beginning September 19th, the company will cut down on exactly which types of content count toward the platform's 140-character limit. Media attachments (images, GIFs, videos, polls, etc.) and quoted tweets will no longer reduce the count. The extra room for text will give users more flexibility in composing their messages.
In Time for the Holidays:
While those aren't months away, this is one of the busiest periods for marketers. Media plans, strategic approaches for the 2016 holiday season and budgets for 2017 calendar year are being discussed. Twitter could win big if it can shift juuuuuust few dollars from current social media into Twitter, or tap discretionary marketing budgets in reserve.
Personally I like this move. As Twitter has matured, enhancing a tweet has been challenging because of the characters absorbed from incorporating such functionality. This update, in theory, should make Twitter more compelling, true to the initial mission of micro blogging and able to stay ahead of the times enhanced media within social posts. Helping further will be trend towards larger screens to consume content.