My suggestion is that you worry less about the length of a video, and focus most on creating a quality video that is entertaining and engaging you do want to include any calls to action and your most important message within the first 15 seconds of a video as attention can fall away quickly after a video begins. That being said, I have seen analytic that show users watching long-form video content due to their interest in the subject matter and in the video itself.
Keep in mind that Web video is a "lean forward" experience vs. television commercials which are "lean back". What I mean by this is that Web videos typically are not interrupting a viewer's experience. In fact, a Web video viewer has deliberately chosen to click play on a video and therefore this viewer is already somewhat interested in watching that video.
The Internet keeps growing exponentially, and video sharing sites like YouTube and Google Video are growing fastest of all. Audiences for these mediums are increasing swiftly across all demographic groups, far outpacing many other Internet activities. And online video has become more deeply integrated into daily life, replacing traditional television viewing.
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