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Generally a few months. Styles's reign was a good length, and Owens will be ripe when he drops it to Goldberg. Transitional champions will always be a thing, and when it comes to something like Cena's recent run they're okay. 24 hour reigns are pretty lame, and minutes-long reigns are generally stupid, with your occasional MiTB cash-in (ie - Bryan beating Big Show = good, Orton beating Bryan = bad.) If your establish that reigns will ALWAYS be at least so long you risk losing interest from the audience. I don't think establishing consistent reigns of over 6 months will go over well. And quite frankly Punk's year plus run wore on me after about 10 months (fucking ungrateful bastard.)
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