Although, select partners have long been able to upload lengthy videos on YouTube, most uploaders have had to contend with 10 minute clips. BoingBoing ^[1] is now reporting that YouTube is preparing to increase the maximum duration of uploaded content to 15 minutes.

Earlier, Google had revealed ^[2] that although YouTube was serving 2 billion views per day, an average user spent only 15 minutes per day on YouTube. One of the biggest challenges for YouTube is to increase its engagement factor. It’s a great venue for some quick-fire entertainment, but it lacks the compelling programming offered by traditional television channels. The increased video duration will offer more leeway to content creators to come up with content that will hopefully be more attractive to folks looking for something more substantial than David After Dentist ^[3].

Update: It’s official. Google has just confirmed the news through the official YouTube blog ^[4].