Webinar statistics 2026: 200 benchmarks on registration, show-up and conversion

If you're an SDR, a founder doing your own demos, or you run a SaaS sales team, you already know the feeling: 40 people register, 17 turn up, 3 ask a question, 1 books a follow-up. Is that good? Bad? Normal?

This post answers that with 200 webinar statistics, every one pulled from a report or dataset we opened and checked in September 2026. Each entry gives you the number, who measured it and when, what to do with it, and, where it matters, how the benchmark shifts when your "webinar" is a booked, just-in-time recorded pitch to one or two prospects rather than a 250-person event.

Two warnings before you start. Platforms measure differently (a "registrant" on one is a "sign-up" on another), and every vendor's data skews toward its own customers. So treat the ranges as the truth and the single numbers as points inside them.

Your pitch on repeat. You only when it counts. Webinar Flow turns your best demo into a recorded session prospects book into any time, pings your phone when a real question lands, and lets you type a reply or pause the recording and go live on camera. Every answer trains an AI that handles the repeats. Free to start.

Registration statistics

Registration is the top of the funnel, and it's the number most teams obsess over. These benchmarks cover how many people sign up, when they do it, and which channels do the work.

1. The average B2B webinar drew 251 registrants in 2025. That's from Goldcast's 2026 B2B Webinar Benchmark Report, which analysed 26,190 webinars from 522 B2B organisations across calendar 2025, up from 238 the year before. If you're pulling 100 to 150 for a product webinar, you're below the platform average but not by a scary margin.

2. Total registrations on Goldcast hit 6.8 million in 2025, up 94% from 3.5 million. Same report. The pie is growing faster than the number of webinars (up 34%), so audiences per event are rising, not thinning.

3. TwentyThree's platform average is 308 sign-ups per webinar. From the State of Webinars 2026 report (133 survey respondents plus platform data). Different platform, different customer mix, similar order of magnitude to Goldcast.

4. Livestorm's average webinar has 175 registrants, which becomes roughly 83 live attendees and 92 no-shows. Livestorm's webinar metrics benchmark, based on 33,786 sessions in 2025. Plan your follow-up for the 92, not the 83.

5. BrightTALK's 2020 average was 121 registrations per webinar, up 5% year on year. From the BrightTALK 2021 Benchmarks Report. Older, but useful because BrightTALK's audience is IT and security buyers, which is a harder crowd than marketing webinars.

6. Almost half of registrations (49.6%) land in the final week before the event. Livestorm's August 2026 analysis of 4.35 million registrations. Your last 7 days of promotion are worth as much as the previous 3 weeks combined.

7. 15.3% of registrations happen on the day of the webinar. Same Livestorm dataset. Send a day-of email. People who sign up the same morning are the most likely to show, because they haven't had time to forget.

Webinar Flow's take: same-day signers are your best prospects, and a fixed weekly slot makes them wait up to 6 days. Just-in-time booking ("the next session starts in 15 minutes") lets that 15.3% watch while the intent is hot. That's exactly what Webinar Flow's rolling schedule is for.

8. GoTo's data says 59% of registrations occur less than a week before, and 17% on the day itself. From GoTo's Big Book of Webinar Stats (250,000 webinars). The split for the rest: 16% at 1 to 2 weeks out, 13% at 2 to 4 weeks, 12% at 4+ weeks.

9. Promoting at least 4 weeks ahead lifts registrations by 12% on average. Same GoTo report. Early promotion doesn't move the crowd on its own, it just gives the last-week rush a bigger base to draw from.

10. ON24's older benchmark found 54% register at least 8 days before, and day-of registrations halved from 23% to 11% between 2017 and 2018. From ON24's 2018 Webinar Benchmarks Report (22,922 webinars, 1,600+ organisations). Compare that with Livestorm's 15.3% same-day figure in 2025 and you can see last-minute registration creeping back up.

11. Early registrants (15+ days ahead) made up 28% of ON24's 2018 sample, up 4 points in a year. Same report. Early registrants are the ones you'll need to remind the most, because 2 weeks is a long time in a calendar.

12. Email drives 57% of webinar registrations. GoTo's Big Book, repeated in GoTo's 2019 benchmarks post. Nothing else comes close; the next channels down the list are in the teens.

13. 76% of marketers say email is the single most effective way to drive registrations. Markletic's virtual event statistics (3,960 respondents, published December 2024). The same survey has 60% using social, 49% programmatic ads, 51% partners and 39% their own sales team for sign-ups.

14. The average promotional period is 3.5 weeks, rising to 6 weeks for C-level events. Markletic again. Senior people book further out; junior people book last minute.

15. Registrations spike between 8am and 10am, when 36% of sign-ups happen. GoTo's 2019 post. Send the invite before the workday starts so it's at the top of the inbox.

16. Tuesday is the best day to promote, with 21% of all registrations; Monday to Wednesday together take 63%. GoTo's Big Book. Saturday gets 3%, Sunday 5%. Don't send on a weekend.

17. Putting "webinar" in the title got 66% more registrations (396 vs the 238 benchmark) in Goldcast's 2024 data. Goldcast's 2025 report. Only 5.6% of webinars actually do it, according to the 2026 edition. Clever names lose to clear ones.

18. Webinars with "series" in the title pulled 30% more registrations (309 vs 238). Also Goldcast 2025. Series signal an ongoing relationship, and people buy into relationships more readily than one-offs.

19. 98.7% of Goldcast customers use custom-built registration pages. From the 2026 report. The default platform page is now the exception.

20. 17,632 Goldcast events got 10 or more registrations in 2025, a 67% jump. Same report. More webinars are clearing the "this is a real event" bar, which tells you the small-audience webinar is a growing category, not a failure mode.

21. The largest single webinar in Goldcast's 2025 dataset took 68,828 registrations. Capital Group's 2026 Outlook, per the 2026 report. Its 2024 equivalent had 64,000+ registrations and about 4,000 live attendees, per the 2025 edition. Even at that scale, roughly 6% turned up live.

22. Webinar landing pages convert at up to 51%. Reported by Cvent's webinar statistics roundup (January 2026), citing Outgrow. That's a ceiling for warm traffic, not a target for cold.

23. For cold traffic, expect a registration rate around 30%. eWebinar's webinar analytics guide citing ConvertKit, and Livestorm's benchmark page puts its average registration conversion at 30% too. Two platforms landing on the same number is as close to a rule as this space gets.

24. 78% of professionals say content that's too "salesy" or too product-focused puts them off registering, level with a poor platform experience (also 78%). BrightTALK's 2021 report. Lack of time (67%), irrelevant topic (56%) and content that's too long (56%) follow.

25. 63% of professionals want content based on what they've engaged with before; 53% want timely topics; 49% want the right frequency; 37% want personalised messaging. Same BrightTALK report. Relevance beats personalisation by a wide margin.

26. Webinar invitation emails get 1.7x the open rate and 4.5x the click rate of general marketing emails. Zoom's webinar statistics post (October 2025), citing BigMarker. A webinar invite is one of the few emails people want.

27. Companies spend more on promoting webinars than making them: 75% put budget into marketing and promotion, 53% into content creation. TwentyThree's State of Webinars 2026. Software upgrades and external services trail at 20% each.

Webinar Flow's take: when the "webinar" is a booked pitch embedded on your own site and in your reps' email signatures, registration stops being a campaign and becomes a calendar link. The channel mix above still tells you where to put the link: email first, then the website, then sales outreach.

Show-up and attendance rate statistics

The average webinar show-up rate is the number people search for most, and the honest answer is "somewhere between a third and three fifths, depending on who's counting". Here's the spread.

28. The average B2B attendance rate was 40% in 2025, up from 33% in 2024. Goldcast's 2026 report. That 7-point rise is the biggest single-year move in any dataset we found.

29. Average attendees per webinar doubled from 51 to 102 in a year. Same report; total attendees rose 172% to 2,220,718. Registrants grew modestly, but far more of them showed up.

30. Livestorm's show-up rate rose from 48.9% in 2024 to 51.3% in 2025, a 2.4-point gain. Livestorm's August 2026 post. Its own glossary page quotes 47.7% for the same year from the same benchmark report, so read Livestorm as "high 40s to low 50s".

31. Univid's average live attendance rate is 49%, and 57% once replay views are included. Univid's webinar statistics report, updated September 2026, covering 2,000+ webinars and 325,000+ attendees since January 2023.

32. Univid's average webinar has 102 live attendees, and 71% of webinars have fewer than 100. Same report. Two platforms (Goldcast and Univid) independently landing on 102 is a nice coincidence, and a good planning number.

33. TwentyThree's platform average attendance rate is 58%, with 154 attendees per webinar. From the State of Webinars 2026 benchmarking page. Higher than Goldcast because TwentyThree's base is heavier on customer-education webinars, where people have already bought.

34. Wistia-hosted webinars averaged about 40% attendance in 2025. Wistia's webinar analytics benchmarks (April 2026, 900+ professionals surveyed plus platform data).

35. ON24's 2018 overall registrant-to-attendee rate was 55.9%, dropping to 43.3% for events with more than 100 attendees. ON24's 2018 report, which also calls 35 to 45% "typically considered to be good". Bigger audiences dilute show-up.

36. Attendance by webinar type in that ON24 data: communications 67.05%, training 44.79%, marketing 39.10%, continuing education 30.79%. Same report. Marketing webinars, the kind most sales teams run, sit near the bottom.

37. GoTo puts marketing webinars at 44%, training at 53% and corporate communications at 65%. GoTo's Big Book. Same pattern as ON24: the more the audience has to be there, the higher the rate.

38. BrightTALK's registration-to-live rate was 36% in 2020 (up 18% year on year), and registration-to-any-view was 46%. BrightTALK's 2021 report. Average live viewers per webinar: 51, up 29%.

39. Demio's 2021 benchmark: 52% average live attendance across 500,000+ sessions. Banzai's 2022 Webinar Benchmarks Report. The pandemic year flattered everyone's numbers, which is why 2023 to 2024 looked like a slump.

40. Demio's own rule of thumb: 40 to 50% is good in most industries, and over 30% is adequate. Demio's attendance rate guide (October 2023).

41. ZoomInfo's benchmark: 35 to 45% for live B2B webinars, with 50%+ counting as good and analyst co-branded webinars averaging 45 to 60%. ZoomInfo's webinar metrics guide, updated July 2026. Borrowed authority is worth 10 to 15 points of attendance.

42. The average no-show rate for virtual events is 35%. Markletic's 2024 survey. That's the whole-event figure, which includes multi-session conferences where people register for the badge.

43. ON24's platform reported a 60% registration-to-attendee conversion in 2025, up from 57% in 2024 and 56% in 2023. These ON24 figures come via Konabayev's May 2026 summary of ON24's benchmarks report; ON24's own report pages blocked our fetch, so treat these three as second-hand. If accurate, ON24's customers (large enterprise programs) run 20 points above Goldcast's mid-market base.

44. The average ON24 webinar drew 239 attendees in 2025, an 11% year-on-year increase, with Q4 averaging 254 against 219 a year earlier. Same second-hand source. Enterprise programs run roughly 2x the attendees of mid-market ones.

45. Demio email reminders lifted live attendance from 9% to 35%. Banzai's Webinar Statistics 2024 (800,000+ webinars in 2023; note it only counts Demio's own reminders, not ones sent from a separate email tool). Reminders are the single biggest lever on show-up you control.

46. 44% of webinars have fewer than 25 attendees, and 78% have 50 or fewer. GoTo's Big Book and 2019 post. Average group size: 56 for marketing, 39 for training, 40 for corporate comms. Small rooms are the norm.

47. Webinars in a series had a 42.1% attendance rate versus 40.1% overall, and webinars with "webinar" in the title hit 43%. Goldcast's 2026 report. In 2024 the series effect was bigger: 38% versus 33%, per the 2025 edition.

48. The average ClickMeeting event had 75 attendees in 2024, and 69 in the US and UK. ClickMeeting's State of Online Events 2025. Their base is education-heavy (55% of events), so it's a useful outside-B2B comparison.

49. Companies under $1M revenue get a 22% attendance rate; $1M to $10M get 41%; $10M to $50M get 48%. Banzai's 2024 report. Above $100M it plateaus at 46%. Brand pulls people through the door.

50. Companies with more than $1 billion in revenue run 3x more webinars than everyone else. Same Banzai report. Volume and brand compound.

Webinar Flow's take: every number above assumes an event with a fixed time and a broadcast audience. A booked pitch behaves like a sales meeting instead. The prospect chose the slot, often minutes ago, and there's one of them, not 250. Judge show-up on booked, just-in-time sessions against your own sales-meeting no-show rate, and forget the 40% webinar average. If a booked pitch is getting webinar-level attendance, the booking flow is broken, and the content is probably fine. Our sister post on 60 ways to lift webinar show-up rate covers the fixes.

Timing statistics: best day, hour and length

Everyone has a favourite day. The data mostly agrees on midweek for volume, and mostly disagrees on which day converts best.

51. Wednesday hosts 30.53% of B2B webinars, Thursday 30.03%, Tuesday 24.42%, Friday 7.44%, Monday 6.92%, and weekends under 1%. Goldcast's 2026 report. Four fifths of webinars land on three days.

52. But Monday (47.2%) and Friday (46.9%) had the highest attendance rates, ahead of Tuesday (41.2%), Wednesday (39.0%) and Thursday (38.7%). Same report. The least crowded days win on show-up, because your webinar isn't competing with 3 others in the same inbox.

53. In Goldcast's 2024 data, Monday also topped attendance at 38.21% while Thursday was the most common day at 28.72%. Goldcast's 2025 statistics post. Two years running, the same contrarian result.

54. Livestorm's best days are Tuesday (51.7% show-up) and Monday (51.5%), with Thursday and Friday lower. Livestorm's August 2026 analysis. Different platform, different winner, same lesson: early week is underrated.

55. Univid sees 30% of webinars on Tuesdays and 28% on Thursdays, but Wednesday gets the highest live attendance at 51%. Univid's 2026 report. Friday hosts 13% of webinars and still gets 46% attendance.

56. TwentyThree's data shows attendance peaking late in the week, with Thursday at 64%. Reported in Zoom's statistics post citing TwentyThree; the State of Webinars 2026 PDF describes it as "most webinars happen midweek, but attendance peaks at the end of the week".

57. GoTo: Wednesday (27%) and Thursday (26%) host the most webinars and together account for 52% of all attendees. GoTo's Big Book. Monday 11%, Tuesday 24%, Friday 9%.

58. ON24's 2018 data: Thursday is the best day for live attendees at 28%, then Wednesday 27%, Tuesday 24%, Friday 8%, Monday 10%. ON24's 2018 report. Older, but it's the enterprise view.

59. A smaller agency dataset reports Wednesday attendance at 81%, Thursday 79%, Tuesday 74%, Friday 58% and Saturday 31%. Focus Digital's 2026 day-and-time report (client data, January 2023 to November 2025). Those absolute numbers sit far above every platform-wide average, so use them as a ranking, not a target.

60. January is the best month for show-up at 50.4%, then September 49.7% and November 49.3%; August is worst at 42.9%, with July at 45%. Livestorm's 2026 analysis and glossary. New-year energy is real.

61. 86% of webinars are hosted in spring or autumn, and January delivers a 51% attendance rate. Univid's 2026 report. Summer is a dead zone for hosting and for showing up.

62. Noon Eastern is the peak hour, with about 16% of all webinars. Goldcast's 2026 report. It's also the hour everyone else picks.

63. For tech companies the best-attended slot was Friday 2 to 5pm ET (50.1%); for non-tech, Friday 11am to 2pm ET (47.7%). Same report. In 2024 it was Friday lunchtime for tech (44%) and Friday morning for non-tech (54%), per Goldcast's insights post.

64. Industry sweet spots in 2025: manufacturing Friday 11am to 2pm ET (63%), business services Monday 5 to 8am ET (56.2%), consulting Tuesday 8 to 11am (46.9%), media Tuesday 11am to 2pm (45.2%), finance Wednesday 11am to 2pm (39.2%). Goldcast 2026. A 24-point spread between industries at their own best slot.

65. 10am Pacific (1pm Eastern) draws 29% of all attendees, and 11am Pacific 24%. GoTo's Big Book. More than half of attendance lands in a 2-hour window.

66. ON24 picked 11am Pacific as the best start time (18% of attendees), with 10am at 13% and noon at 11%. ON24's 2018 report. The logic is coast coverage: it's late morning in the West and mid-afternoon in the East.

67. Morning (7 to 10am) webinars get 62% attendance, noon 60%, afternoon 57%, evening 54%, and engagement stays around 40 minutes whenever you run them. TwentyThree's State of Webinars 2026, platform data. The evening slot is only 8 points behind the morning one.

68. Univid's highest live attendance is at 3pm, at 58%, and CTA conversion peaks in the afternoon (1 to 5pm) at 29%. Univid's 2026 report. Afternoon audiences are smaller but readier to click.

69. Livestorm's attendance peaks at 11am ET and 2pm ET. Livestorm's 2026 analysis. The same two slots most guides recommend, now with a dataset behind them.

70. On ClickMeeting, 4pm topped the rankings again in 2024, while the German market clusters between 7am and 9am. ClickMeeting's State of Online Events 2025. Local culture beats global best practice.

71. Hour-by-hour in one agency dataset: 11am 82%, 2pm 79%, 10am 73%, 5pm 43%, 8am 48%. Focus Digital's 2026 report. Again, treat the ranking as the finding.

Webinar Flow's take: day-of-week data is about scheduling a broadcast. When prospects self-book a recorded session, they pick their own best time, and the "best day" question disappears. What you inherit instead is the meeting-booking pattern: last-week and same-day bookings dominate (stats 6 to 8), so offer slots every day, including the underused Monday and Friday that Goldcast says convert best.

72. The mean B2B webinar ran 56.8 minutes in 2025 (down from 58.4), with a median of exactly 60. Goldcast's 2026 report. Half of all webinars (50.5%) are exactly 60 minutes.

73. 30-minute webinars rose to 15.5% of the total (from 13.2%), while 61 to 120 minute webinars fell to 11.6% (from 16.1%). Same report. Under-30-minute sessions are still only 2.8%.

74. Between 2023 and 2024, webinars of 29 minutes or less jumped from 3% to 11.3%, and 61-minute-plus webinars halved from 21% to 11%. Goldcast's 2025 report. 45 to 60 minutes was 58.3% of the total.

75. 69% of TwentyThree webinars run between 30 and 70 minutes; 11% go past an hour and 5% past 100 minutes. The State of Webinars 2026 PDF. "About an hour" is still the industry default.

76. 60-minute webinars attract 67% of registrations; 30-minute webinars get 8%, 90-minute 11%, 45-minute 5%. GoTo's Big Book. People register for the hour because that's what's on offer, not because they want an hour.

77. Average viewing time across all webinar types is 57 minutes: 52 for marketing, 55 for corporate comms, 61 for training. GoTo's Big Book. A 60-minute webinar holds people for 42 minutes on average; a 120-minute one for 73.

78. ON24's average viewing time in 2018 was 58 minutes including a 10 to 15 minute Q&A, up 2 minutes in a year. ON24's 2018 report. Big-brand enterprise audiences stay longer.

79. Livestorm's average watch time is 26 minutes out of a typical 68-minute session. Livestorm's benchmark page. That's 38% of the runtime, which is the number to remember when you put the pitch at minute 45.

80. Goldcast's average watch time was 29 minutes in 2024. Goldcast's 2025 statistics post. Two platforms, same half-hour reality.

81. 60-minute webinars on Univid get a 62% attendance rate and a 26% CTA conversion; 37% of Univid webinars are exactly 60 minutes. Univid's 2026 report.

82. The average ClickMeeting event lasted 106 minutes and the average attendee stayed for 74, which is 70% of the runtime. ClickMeeting's State of Online Events 2025. Education audiences stay for the whole lesson.

83. Industry run times in 2025: technology 77.4 minutes, healthcare 76.3 (up from 61), finance 74 (down from 88), consulting 69.4, manufacturing 68, business services 64. Goldcast's 2026 report.

84. Automated webinars run longer than live ones: 75 minutes versus 64 across Demio's top 10 industries. Banzai's 2022 report. Recorded sessions accumulate content that no one trims.

85. BigMarker's guidance, as cited by Zoom: the ideal length is 30 to 60 minutes with 45 the sweet spot. Zoom's statistics post. DemandSage's roundup cites a Zippia survey where 44% of attendees prefer 45 minutes, 41% prefer 30 and just 10% prefer 60.

86. 68% of attendees prefer webinars lasting 30 to 45 minutes. A Teleprompter figure as compiled by WebinarNinja's statistics collection (updated June 2026). Every preference survey points shorter than every hosting dataset.

87. Videos under 1 minute keep 65% of viewers to the end; videos over 20 minutes keep 20%. Vidyard's Video in Business Benchmark Report (2024, 943,305 videos). The drop is steep and it's continuous.

88. Videos between 30 and 60 minutes convert best, but engagement falls from 50% for under-a-minute videos to 17% for over-an-hour ones. Wistia 2025 data reported on HubSpot's marketing statistics page. Long video converts the few who stay; short video keeps the many.

Webinar Flow's take: watch time clusters around 26 to 29 minutes on live platforms (stats 79 and 80), so a 25-minute recorded pitch gets watched to the end while a 55-minute one gets abandoned at the same point a live one would. Put the offer at minute 18, and never at minute 48.

Engagement statistics: polls, chat and Q&A

Engagement is where the vendor data gets interesting, because every platform logs it and almost no one benchmarks it. Here's what actually happens in the room.

89. In 2025, 62.3% of webinars used chat (up from 56%), 56.1% used Q&A (up from 47%), 35.1% had resource clicks (up from 27%), 19% used polls (up from 15%) and 17.8% had CTA clicks (up from 14%). Goldcast's 2026 report. Every engagement feature grew, and polls are still the least used.

90. Per webinar in 2024: 24 chat messages, 20 resource clicks, 17 poll submissions, 6 questions and 1 CTA click. Goldcast's 2025 statistics post. Six questions across 51 attendees. One CTA click.

91. Livestorm averages 20.4 Q&A questions and 2.77 polls per webinar; chat is used in 90% of sessions, Q&A in 65%, polls in 28%. Livestorm's benchmark page. Livestorm's crowd asks 3x the questions Goldcast's does, which says as much about audience type as platform.

92. On Univid, 92% of webinars use live reactions, 63% chat, 49% Q&A and 40% polls. Univid's 2026 report.

93. Webinars where attendees fire 5 to 10 reactions each see a 69% CTA conversion; with all engagement features switched on, 33%. Same Univid report. Engagement is the conversion mechanism.

94. Q&A is used in 78% of marketing webinars, 82% of training and 77% of corporate comms; polls in just 15%, 10% and 8%. GoTo's Big Book. Handouts are used in under 1% of each.

95. Attentiveness scores (share of time the webinar is the front window) are 23% for marketing, 29% for training and 34% for corporate comms webinars. GoTo's Big Book. Three quarters of your marketing webinar plays behind another tab.

96. Attendees who answer a survey have a 49% higher attentiveness score. Same GoTo report. Asking for input is the cheapest attention hack there is.

97. ON24's 2018 feature usage: Q&A 81%, downloadable resources 69%, surveys 36%, social 25%, polling 22%, group chat 10%. ON24's 2018 report. Chat has gone from 10% to 62% in 7 years (compare stat 89).

98. Focus rate is 74.2% during live webinars and 86.3% during on-demand ones. Banzai's 2024 report. People watch recordings when they've chosen to; they attend live events while doing 2 other things.

99. Poll participants are more focused: 88.3% versus 80.8% in on-demand webinars, and 76.0% versus 71.3% in live ones. Same Banzai report.

100. Demio's 2021 focus rate was 77%, with a 49% average poll participation rate on webinars that ran polls. Banzai's 2022 report. Half the room answers a poll; a sixth asks a question.

101. Featured action (CTA) clicks across Demio hit 655,000 in 2023, up from 550,000+ in 2021, with 800,000+ handout downloads in 2021. Banzai's 2024 page and 2022 report.

102. More than half of attendees drop off before a webinar is 90% complete, and the first third loses 29% on automated webinars, 26% on on-demand and 24% on live. Banzai's 2024 report. Long intros are where webinars die.

103. BrightTALK logged 393,600 questions asked (up 135%), 119,500 poll responses (up 92%) and 481,000 attachment downloads (up 76%) in 2020. BrightTALK's 2021 report. Average completion rate: 58%. Average minutes viewed: 33.

104. More than half of webinar attendees keep the tab open the whole time. Wistia's State of Video 2026 (April 2026, 13 million videos analysed). "Open" and "watching" are different things, as GoTo's attentiveness score shows.

105. Teams measure webinars by attendees (87%), sign-ups (69%) and qualified leads (57%); only 18% track questions asked and 12% track chat activity; 7% haven't defined success at all. TwentyThree's State of Webinars 2026. The behaviour that predicts buying is the one almost no one measures.

106. 49% of organisations connect their webinar tool to a CRM or marketing automation platform; 28% download CSVs by hand; 13% rely on built-in analytics; 11% don't track performance at all. Same TwentyThree report, which also puts martech connection at 48.5% of companies.

107. 81.8% of virtual event organisers use polling, and 49% say audience engagement is the biggest factor in success. Markletic's 2024 survey.

108. 22% of viewers stop watching a video because it's boring; what keeps them is ease of following (57%), relatable content (55%) and a knowledgeable speaker (51%). TechSmith research as reported in Cvent's roundup. Boredom is a bigger exit trigger than length.

109. 31% of marketers say maximising engagement is their top webinar challenge, 49% use engagement analytics to refine strategy, and only 20% use them for lead scoring. Kaltura figures cited in Zoom's statistics post.

110. One 4,000-attendee session generated 232 chat questions. Capital Group's December 2024 webinar, per Goldcast's 2025 report. That's 5.8% of attendees asking something, which is the realistic ceiling for a big room.

Webinar Flow's take: scale those ratios down to a booked pitch with 2 viewers and you get 0.12 questions per session. Sounds like nothing. It's the opposite: when a prospect who chose to watch your demo types a question, that question is the deal, and it's the only moment in the whole funnel that needs a human. That's why Webinar Flow pushes it to your phone instead of a moderator console, and why the seeded prompts and polls exist: to make asking feel normal in a room of two.

On-demand and replay statistics

The replay used to be an afterthought. In several datasets it's now where most of the viewing, and a surprising share of the pipeline, happens.

111. 89.1% of B2B webinars were made available on-demand in 2025, up from 79.86% in 2024. Goldcast's 2026 report. In 2023 it was 53%, per the 2025 edition.

112. On-demand accounts for 15.9% of total viewership on Goldcast, with 14 on-demand views per event on average, rising to 20.8 among events that got at least one view. Goldcast 2026. 67.3% of on-demand events get at least one view; a third get none.

113. On-demand viewers finish at a 91% completion rate versus 74% for live attendees. Same report. This is the single most useful stat in the post for anyone selling with a recording.

114. 10.61% of live attendees rewatched the replay in 2025, and 2.62% of registrants watched only on-demand. Goldcast 2026. A year earlier, 31% of live attendees rewatched and 7.15% were replay-only, per Goldcast's 2025 statistics post, so replay share fell sharply as live attendance rose.

115. On Univid, 86% of views happen live and 41% of attendees watch the replay. Univid's 2026 report. Live still dominates on platforms built around it.

116. 33% of webinars are still being played 3 months after the live event, 60% of marketers turn webinars into on-demand recordings, and about 90% repurpose webinar content. Wistia's webinar benchmarks and State of Video 2026.

117. TwentyThree's average on-demand conversion rate is 19%, against a 63% conversion rate overall. The State of Webinars 2026 benchmarking page. Replay viewers act at a third the rate of live ones.

118. BrightTALK's total registration-to-view conversion was 46%: 34% live and 15% on-demand. BrightTALK's 2021 report. On BrightTALK, recorded views (4,574,600) outnumbered live views (1,661,400) almost 3 to 1 in 2020.

119. BrightTALK's average webinar got 98 recorded views against 51 live viewers. Same report. Recorded views fell 26% year on year while live rose 29%, a swing that continued into the Goldcast 2025 data.

120. 36% of ON24 attendees only ever watched the always-on version, and most of those registered a week after the live event. ON24's 2018 report. Promote the replay a week later, not the same afternoon.

121. Always-on viewing time rose from 29 minutes in 2015 to 47 in 2019 on ON24. Same report, which also found 91% of video users make content available on-demand.

122. Demio customers ran 27 on-demand webinars each in 2023 versus 9 live. Banzai's 2024 page. Three recordings for every live event.

123. Demio's on-demand attendance rate was 51% in 2021, and on-demand events grew 156% year on year. Banzai's 2022 report. Registering for a recording you can watch immediately converts about as well as registering for a live event.

124. 47% of webinar views happen within 10 days of the live event; 24% come after 20 days and 10% after 30. Actual Tech Media figures via Cvent's roundup and DemandSage's collection. The tail is long, but the first fortnight is the fat part.

125. 94% of hosts make webinars available after the live event. Outgrow figure via Cvent's roundup.

126. ON24's 2025 data: 67% of attendees watched live and 43% on-demand (people can do both). Second-hand via Konabayev's summary, for the same reason as stat 43.

127. NetLine saw combined demand for live and on-demand webinars grow 29% year on year in 2024, with on-demand demand down 18% and live up 3%. NetLine figures as compiled by WebinarNinja's statistics page (updated June 2026). Buyers went back to live in 2024, at least on content syndication networks.

128. Webinar recordings keep generating views for up to 18 months. Marketing LTB figure via WebinarNinja's page. Unsourced beyond that, so treat it as a practitioner claim rather than a measurement.

Webinar Flow's take: the two numbers that matter here are 91% completion for on-demand (stat 113) and 19% on-demand conversion (stat 117). A recording gets watched to the end but doesn't get acted on, because there's no one to ask. Adding a live human to the replay, on demand, only when a question fires, is how you keep the completion rate and get the live conversion rate back. Our evergreen vs live webinars post goes through that trade-off in detail.

Conversion and pipeline statistics

This is where the money is, and where the data is thinnest, because "conversion" means five different things in five different reports. We've labelled each one.

129. TwentyThree's average webinar conversion rate is 63%. The State of Webinars 2026 benchmarking page, echoed in Zoom's post. That's registration-to-attendance, so it belongs with stat 33, but everyone quotes it as "conversion".

130. The average attendee-to-CTA-click rate is 22%, and 70% of webinars have a CTA active. Univid's 2026 report. Two CTAs lift it to 25%; webinars with 50 to 100 attendees get 26%; 501 to 1,000 attendee webinars average 82 clicks.

131. 20 to 40% of attendees convert to MQLs. ZoomInfo's webinar metrics guide, citing industry benchmarks. Wide, but it's the most commonly repeated MQL range.

132. Attendee-to-action rates by webinar type: educational 15 to 25%, sales 10 to 20%, demo 20 to 30%, high-ticket coaching 5 to 12%. EasyWebinar's 2026 analytics guide, presented as their baseline. Demos convert best because the people who book them are furthest along.

133. 62% of webinar attendees express interest in a sales demo. Outgrow via Cvent's roundup. Almost two thirds of the room wants to see the product.

134. 89% of marketers say webinars outperform other channels for qualified leads. Statista figure via Cvent's roundup and Martal's lead generation guide.

135. 73% of B2B marketing and sales leaders say webinars are the best way to generate high-quality leads. GoTo's 2019 post citing InsideSales, and repeated by Cvent citing Outgrow. It's been the headline webinar stat for 7 years.

136. 52% of marketers rate webinar lead quality as above average or excellent. Outgrow via Cvent's roundup. Roughly half of marketers think their webinar leads are merely average, which is the less-quoted half of stat 135.

137. 56% of B2B marketers used webinars in the past year and 51% say they produced the best results. Content Marketing Institute 2024 figures cited in Univid's report. Cvent's roundup has the CMI 2025 numbers at 55% usage and second-most-effective channel (51%).

138. 65% of B2B buyers rated webinars useful in their buying process in 2024, up from 52% in 2023; 75% are most likely to register for a webinar over any other gated asset. Demand Gen Report figures via WebinarNinja's page. 58% of mid-funnel buyers rely on them.

139. Webinar registrants are 16% more likely to buy within 12 months, and C-level webinar demand rose 27% year on year to 13% of the total. NetLine figures via WebinarNinja's page.

140. Demo bookings driven by webinars rose 73% year on year in ON24's 2026 report. Second-hand via Konabayev's summary. If true, it's the strongest pipeline signal in any 2026 report.

141. 67% of organisations run webinars to educate customers and 66% to generate leads; 51% for community, 50% for branding, 40% for partnerships, 19% for onboarding. TwentyThree's State of Webinars 2026.

142. Lead-generation webinars are the most common type at 31%, then thought leadership 21%, collaborative 19%, product 17%, series 16%, customer 14%. Same TwentyThree report. Relational and channel webinars are 2% each.

143. 72% of marketers host webinars to engage customers and prospects, 70% to generate leads, 36% to improve retention, 32% to lift product adoption. Wistia's webinar benchmarks, 900+ professionals.

144. 58% host thought-leadership webinars and 56% host product demos; 49% run training, 40% panels. Same Wistia report. The product demo is now the second most common webinar format.

145. 77% of marketers rate their lead quality as high or very high, yet 30% still name lead generation a top challenge in 2026. HubSpot's State of Marketing 2026 figures.

146. Nearly 70% of marketers say leads now arrive later in the buying process because they've done AI-assisted research first. HubSpot State of Marketing 2026. The demo request is landing further down the funnel than it used to.

147. 87% of marketers count opportunities generated as a success factor for virtual events, and 85% count attendee satisfaction. Markletic's 2024 survey.

148. Only 29% of teams measure webinars by sales or revenue generated. TwentyThree's State of Webinars 2026. Attendees (87%) beats revenue (29%) as a KPI 3 to 1.

149. 80% of people join virtual events for educational purposes. Markletic's survey. BrightTALK's 2021 report agrees: 67% want tips and best practices, 53% case studies, 37% product demonstrations.

150. 60% of webinars are aimed at nurturing customer loyalty, and nearly 60% are designed to serve the whole customer lifecycle. Outgrow figures via Cvent's roundup.

Webinar Flow's take: the conversion figures above are for rooms full of strangers. In a booked one-to-one pitch, the "attendee-to-demo-interest" rate (stat 133) is already 100%, because the pitch is the demo. The metric that replaces it is question-to-answer time: a real question answered within a minute, live, by the person who owns the deal. That's the whole reason the presenter gets a push notification rather than an email digest. For the pitch content itself, our 100 webinar tips that sell post is the companion.

Cost, budgets and ROI statistics

Webinars are cheap per lead and expensive per hour of your team's time. Both halves are true.

151. The average webinar cost per lead is $72, against $92 for search marketing and $811 for trade shows and live events. Visitor Queue figures cited by both Zoom's post and Cvent's roundup. The trade-show comparison is the one to put in the budget deck.

152. 78% of marketers say webinars helped lower their cost per lead. Statista via Cvent's roundup.

153. In 2025, 43% of teams spent under $1,000 on webinars, 35% spent $1,000 to $10,000, 13% spent $10,000 to $30,000 and 9% spent $30,000 or more. Wistia's webinar benchmarks. Eight in ten spend under $10k, per Wistia's State of Video 2026.

154. 55% of organisations expect their webinar budget to stay flat, 25% will spend more, 6% less, and 14% don't have a webinar budget at all. TwentyThree's State of Webinars 2026. Zoom's post summarises it as 80% maintaining or increasing.

155. Each webinar takes 5 to 10 hours for 37% of teams, 10 to 20 hours for 27%, and 20+ hours for 12%; only 24% get it done in under 5 hours. TwentyThree 2026. Time is now the biggest webinar challenge (33%), ahead of hosting engagingly (24%) and creating content (15%).

156. The average B2B company ran 4.7 webinars a month in 2025 (about 56 a year), up from 3.9 in 2024 and 1 a month in 2021. Goldcast's 2026 report. Goldcast's 2025 post charts the yearly figure at 13 in 2021, 22 in 2023 and 47 in 2024.

157. Nearly half of organisations run 11 or more webinars a year, while about a quarter still run only a handful. TwentyThree's State of Webinars 2026. 12% run fewer than the year before, up from 9%.

158. 46% of teams go live at least once a month; 13% weekly, 31% monthly, 16% quarterly, and 24% don't host webinars. Wistia's State of Video 2026 and webinar benchmarks.

159. A webinar costs $100 to $3,000 to run depending on promotion and tooling. ZoomInfo's guide.

160. 33.7% of marketers say cost per virtual event attendee is $500 to $1,000, and the average sponsorship package is $8,456. Markletic's 2024 survey. Large conferences run $1,000 to $1,500 per attendee.

161. 80% of marketers spend just 1 to 10% of their marketing budget on webinars, and 32% expected to increase webinar investment in 2025. Influno and CMI figures via Cvent's roundup.

162. 82% of video marketers say video gives them a good ROI in 2026, down 11% from 2025. Wyzowl 2026 data on HubSpot's marketing statistics page. 91% of businesses use video; 46% allocate a third or less of their budget to it.

163. The top 3 ROI-driving content formats are all video: short-form (49%), long-form (29%) and live-streaming (25%), and 37% of marketers plan to increase video investment in 2026. HubSpot's State of Marketing 2026.

164. 40% of teams plan to increase video spend this year, down from 57% in 2023; almost half are holding budgets flat. Wistia's State of Video 2026.

165. Goldcast customers generated 365,253 video clips from webinars in 2025 (up 173%), 97.8% of them AI-generated, plus 231,538 text assets (up 144.5%). Goldcast's 2026 report. The prior year's jump was 2,903% for clips (4,371 to 131,296) and 11,464% for text, per the 2025 report.

166. Goldcast estimates a $2,000 cost saving per AI-generated clip and 20x more content per webinar. Goldcast's are webinars still effective post (November 2025). Vendor maths, but the direction is right.

167. Paid webinars on ClickMeeting averaged 31 participants and €755 revenue each in 2024; the top single event made €22,647 and the top organiser cleared €178,000 for the year. ClickMeeting's State of Online Events 2025. 45% of internet users say they'd pay for specialist knowledge delivered as a webinar or course.

168. Businesses created 943,305 videos on Vidyard in 2024, up 88%, with 37 videos per user (up 241%) and videos over 20 minutes up 420%. Vidyard's benchmark report. Sales teams are recording more, and longer.

Webinar Flow's take: stat 155 is the cost that matters for a sales team. If a rep spends 10 hours prepping and delivering a demo that's 90% identical to last week's, that's the cost line a recorded pitch removes. The $72 cost per lead is marketing's number; the 10 hours is yours.

B2B vs B2C, industry and company size statistics

Attendance and engagement swing by 30 points depending on who you sell to. Benchmark against your own vertical or you'll draw the wrong conclusion.

169. Pharmaceuticals had the highest attendance rate at 50%; internet software and services the lowest at 28%, with diversified capital markets and education services at 20%. Banzai's 2024 report, 800,000+ Demio webinars in 2023. SaaS sits at the bottom of the league table.

170. Another platform's industry rates: corporate 65%, financial services 61%, pharmaceutical 61%, consulting 50%, training 45%, marketing 44%, education 31%, leisure and hobby 15%. LiveWebinar figures via DemandSage's roundup.

171. An agency dataset puts marketing and agency webinars at 85% attendance, B2B SaaS 84%, financial services 82%, healthcare 79%, education 77%, manufacturing 73%, real estate 71%. Focus Digital's 2026 report, inflated in absolute terms (see stat 59) but consistent in ranking.

172. Software and technology companies produce 29% of all webinars, financial services 14%, education 11%, consulting 10%, government and healthcare 7% each. GoTo's Big Book. Top use cases: training 46%, corporate communication 30%, marketing 24%.

173. Computer software is 20% of Demio's webinar volume, and 84% of those run as standard (live) events; professional training and coaching runs 90% automated. Banzai's 2022 report. SaaS clings to live; coaches went evergreen years ago.

174. Education makes up 55% of ClickMeeting events, marketing and sales 18%, meetings 17%, medicine 10%. ClickMeeting's 2025 report. In 2022 the split was training and consulting 31%, marketing and sales 24%, per ClickMeeting's 2023 report.

175. Average attendees by country on ClickMeeting: Poland 75, Germany and France 73, Spain 70, US and UK 69; average length from 99 minutes (Spain, Mexico) to 112 (France). ClickMeeting 2025.

176. 61% of webinars are hosted by B2B companies, and 54% of B2B professionals attend or engage with a webinar weekly or daily. Influno and Outgrow figures via Cvent's roundup.

177. 81% of B2B professionals name webinars their preferred content format, ahead of online courses (67%), virtual events (59%) and short videos (57%). BrightTALK's 2021 report. 79% watch webinar or video content at least weekly and 96% at least monthly.

178. 59% of professionals report some degree of digital fatigue, and 56% spend 4+ hours a day interacting digitally. Same BrightTALK report. Your webinar is competing with tiredness, not just other webinars.

179. Marketing teams are involved in 85% of webinar programs, sales in 71%, product in 43%, communications in 32%, customer success in 29%. TwentyThree's State of Webinars 2026. Sales is in 7 out of 10 webinar programs and owns almost none of them.

180. 47% of organisations run webinars as a shared cross-team process, 19% have a dedicated programme manager, 17% a dedicated team, and 21% no set-up at all. Same report. 63% have 2 to 4 people who can run one; 17% rely on a single person.

181. 62% of organisations have been running webinars for 4 years or more; 17% started in the past 2 years; 4% haven't started. TwentyThree 2026.

182. Around half of Goldcast customers connect HubSpot (~50%), 28% Marketo, 24% Salesforce, 21% webhooks. Goldcast's 2026 report. Mid-market webinar programs run on HubSpot.

183. Webinars average 3 to 4 speakers on Goldcast and 3.8 on TwentyThree; Goldcast counted 72,643 speakers across 2024. Goldcast 2026 and 2025 reports, and TwentyThree's benchmarks. The panel is the default B2B format.

184. 92% of GoTo users agree a webinar is the best way to engage a large remote audience, and 95% of marketers say it improves marketing performance. GoTo's Big Book. Vendor survey, but the 92% has been re-quoted for years.

Webinar Flow's take: stat 169 is the one SaaS sellers should sit with. Software buyers are the least likely of any industry to show up to a scheduled webinar, and (stat 173) software companies are the most likely to insist on running them live anyway. Coaches worked out automation a decade ago. The gap is yours to close.

Automated, evergreen and rep-free selling statistics

The evergreen webinar has been a coach-and-course-creator tool for years. The B2B data is finally catching up.

185. Pre-recorded webinars were 21.5% of B2B webinars in 2025, up from 18.8%; live was 77.7% and RTMP streams 0.8%. Goldcast's 2026 report. One in five B2B "webinars" is already a recording.

186. 24% of organisations run repeating webinars (same content on a recurring schedule), 45% run episodic series, 30% run longer digital events and 89% run standalone one-offs. TwentyThree's State of Webinars 2026.

187. Automated webinars on eWebinar average a 65% attendance rate, against roughly 40% for live webinars industry-wide. eWebinar's best-time post (updated November 2025) and automated webinars page. Many customers report 80 to 90%.

188. Named eWebinar results: attendance from 31% to 68% with 5,000 people-hours saved a year; an 88% attendance rate with 3x the industry conversion; a team that went from 2 to 4 live webinars a month to 100+ with 6x the attendance; $14 million in sales on autopilot. eWebinar's automated webinars page and funnel guide. Customer testimonials, so discount accordingly, but the direction matches the platform-wide 65%.

189. Automated and on-demand webinars typically attend at 60 to 80%, with 80 to 90%+ counting as strong. ZoomInfo's guide. That's 25 to 35 points above the live B2B range in the same guide.

190. Just-in-time scheduling lifts attendance to 55 to 70%, but engagement drops 20 to 30% compared with live. EasyWebinar's 2026 analytics guide, presented as their baseline. It also estimates about 58% of marketers now run evergreen or simulive funnels, up from about 40% three years earlier.

191. Show-up by audience temperature: warm list 35 to 50%, lukewarm 25 to 35%, cold traffic 10 to 20%. EasyWebinar's best-day post (May 2026), citing Contrast's 2026 benchmarks. A recorded session with a cold audience is a 1-in-7 show-up game.

192. 51% of Demio webinars ran as automated events in 2021. Banzai's 2022 report. Half the platform, 5 years ago.

193. Automated webinars lose 29% of viewers in the first third, versus 24% for live. Banzai's 2024 report. Without a human, the intro has to be tighter.

194. 67% of B2B buyers prefer a rep-free buying experience, up from 61% a year earlier, and 45% used AI tools in a recent purchase. Gartner's August to September 2025 survey of 646 buyers, reported by Digital Commerce 360 (March 2026). Buyers who reach "value clarity" are 2x as likely to report a high-quality purchase.

195. 73% of buyers actively avoid sellers who send irrelevant outreach, and 69% report inconsistencies between what the vendor website says and what the rep says. Gartner 2025 figures via Walnut's analysis (February 2026). TrustRadius data on the same page: buyers use 7 channels and the average B2B sales cycle is 4.6 months.

196. More than half of large B2B purchases ($1 million or more) were predicted to go through digital self-serve channels in 2025, and only 12% of marketing leaders think their team's structure can hit revenue targets. Forrester's 2025 predictions (October 2024). Half of younger buyers will include 10 or more external influencers in a purchase.

197. 98% of marketers planned to add AI to their webinars in 2025. Kaltura via Zoom's post. Goldcast's 2026 report shows adoption of its AI search feature up 94% in a year.

198. More than a third of video teams already use AI in their workflow, nearly a quarter more plan to, and 64% use ChatGPT in production. Wistia's State of Video 2026. AI avatar adoption on Vidyard rose 12x between April and December 2024, per Vidyard's benchmark report.

Webinar Flow's take: stats 187 to 190 are the evergreen bargain in one line. Recorded plus bookable gets you 60 to 80% show-up. The price is 20 to 30% less engagement, because no one's there to answer. Two thirds of buyers say they'd rather not deal with a rep at all (stat 194), yet the same Gartner work says they still want seller input on fit. Put those together and you get the Webinar Flow design: recorded by default, human on demand, AI for the questions it has already seen.

What changed since 2024

Most webinar statistics pages recycle 2019 numbers. These are the year-on-year moves you can actually see in the 2025 and 2026 reports.

199. B2B attendance went from 29% (2023) to 33% (2024) to 40% (2025), registrants per webinar from 238 to 251, attendees per webinar from 51 to 102, on-demand availability from 53% to 80% to 89.1%, short (30-minute) webinars from 13.2% to 15.5% of the total, series from 26% to 31.2%, CTA clicks from 14% to 17.8% of webinars, and polls from 15% to 19%. All from Goldcast's 2025 and 2026 reports. Every arrow points the same way: more webinars, shorter, more interactive, more of them recorded, and more people turning up.

200. Across the other datasets: Livestorm's show-up rate rose 2.4 points to 51.3%; the share of organisations running more webinars than the prior year rose from 43% to 45% while those running fewer rose from 9% to 12%; martech connection reached 48.5% of companies; teams planning to increase video spend fell from 57% (2023) to 40%; video ROI satisfaction fell 11% to 82%; and ON24's conversion (second-hand) climbed from 56% to 57% to 60%. Livestorm's 2026 analysis, TwentyThree's State of Webinars 2026, Wistia's State of Video 2026, HubSpot's statistics page and Konabayev's ON24 summary. The webinar is getting more effective at the same time as the enthusiasm for video budgets cools. That's what a maturing channel looks like.

What to do with all this

If you take 5 numbers away, take these: 40% show-up (stat 28), 26 to 29 minutes watched (stats 79 and 80), 91% completion for on-demand (stat 113), 6 questions per webinar (stat 90), and 67% of buyers preferring to buy without a rep (stat 194).

Put them together and the shape of the modern sales webinar is obvious. Shorter. Recorded. Bookable at the prospect's convenience. Watched to the end. And with a human ready for the one question that matters, because that question is the deal.

That's the product. Start free with Webinar Flow, record your pitch once, and be there only when it counts.

Method note: every figure above was taken from a report, PDF or article we opened on 23 September 2026. Where a primary source blocked automated access (ON24's 2025 and 2026 reports, Contrast's benchmarks, Gartner's press releases), we've cited the secondary page we did read and said so. Numbers are quoted as published, unrounded.