Brand marketers investing in producing online health videos wonder whether the length of videos matters. Creating optimal video is tricky as there are trade-offs between providing enough detail, and losing viewers. Research shows that high shares of online EU patients across countries feel that the longest they would be willing to watch online health videos is 5 minutes. Online health videos more than 11 minutes significantly lose viewers. Marketers should strive to package video content within 5 minutes, and drive patients to additional resources to learn more information such as specific web sections and hotlines.