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Good find, Gianluca. Interesting that the drop off is fairly constant in the first minute. So 60 seconds almost as good as 30. This distilled video is a pretty good example on a good longer video though: http://inbound.org/seo/2012/02/seo-conferences-from-distilled/#respond
Actually a dear friend of mine (Paolo Zanzottera of Shinystat.com, an site which offer a video analytic software), did a study where that the 60 second limit was meant as the most important for any commercial video (different is the case of moto race sequences, for instance). This data is especially important for things like demos or informercial videos, which naturally fails after 1 minute. Honestly, these data are not so new for me, due to my experience in the tv industry (just think to the standard 30''/40'' spots). Again, taking as an example tv, if you want to break the 1 minute rule, then you need to produce an high emotional video, which should have to follow the classic rules of a blockbuster (intro, development, crisis, happy resolution) or to use the trick of breaking the video in two parts, with the first one with an open ending.