Good news: the bird survived!
I've always thought it's best to never stop for anything smaller than a deer or a human. A dog/cat/fox/bird/pig/duck/chicken is not worth an accident or death! Don't swerve or slam on your brakes.
If you're in a congested situation, there's too great a risk of people being too close (like some in this video) and you breaking even a bit for a bird or something can lead to a huge pile up. This was just an unfortunate situation, really, but I was always taught to hit the animal (even if it isn't what I'd like to do in many cases).