8 Seconds is the new Minute

On Youtube - which audience, according to Nielsen, is reaching more people aged 18 to 49 than any cable network in the US- you can skip an ad after 6 seconds, which means a revolution for creative agencies who now have to redefine the classic 30 second ad with this new parameter: it's either captivating within 6 seconds, or the ad will be skipped.

https://www.linkedin.com/pulse/8-seconds-new-minute-carole-zibi