df['diff'] = df.sort_values(['id','time']).groupby('id')['time'].diff()
print (df)
id time diff
0 A 2016-11-25 16:32:17 NaT
1 A 2016-11-25 16:36:04 00:00:35
2 A 2016-11-25 16:35:29 00:03:12
3 B 2016-11-25 16:35:24 NaT
4 B 2016-11-25 16:35:46 00:00:22