19.4% of viewers abandon online videos after 10 seconds.

44.1% abandon them after 60 seconds.

Videos that are slow to reach the "punch-line" experience especially high rates of "view abandonment." In a recent Budweiser beer ad, which took a 12 seconds to get to the content, 40% of viewers were lost in the first 10 seconds.

Visible Measures studied this dynamic by looking at the over 40 million videos and over seven billion viewings.