How long can a loading screen be before it becomes negative?

Loading screen originally were intended to distract the user from the fact that they have to wait for technical requirements to be fulfilled.

Sometimes we see them used as a tactic by apps and websites to highlight certain things, be it their brand, wisdom of the day, a promotion.

The question is: How long can the loading screen be before it starts becoming negative?

By negative i mean it starts triggering user frustration regardless of which scale.

This question is asked in the context of regular apps websites, news, company profiles, so excluding heavy programs and games from this.