I think viewers would rather watch 8 - 12 minute video. No one would want to watch the long of a video unless you made it very entertaining for them or they really like you as a Let's Player.
We're in the same boat with you, though our retention rate is in the 25% - 30% range. We've also been trying to think of ways to increase retention to at least 50%.
i'm gonna do something different tomorrow, has an experience to see how it goes, since my smallest videos indeed have more views, let's hope my experience is a success hehe
First thing first, try to squeeze the video a little, if it is not possible try to grab the attention on the viewer every single second. The topic, twists, nature, dialogs and similar stuff can be helpful to keep viewer stick till the end.
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