Organizations use webinars in 67 percent of content marketing strategies. 59 percent of marketers report that webinars generate leads effectively. Benchmarks detail conversion rates from registration to attendance along with platform market expansion.
Key Takeaways
- 41.4% of surveyed organizations reported using webinars for marketing in 2020
- A BrightTALK report found 59% of marketers say webinars are effective at generating leads
- 67% of organizations used webinars as part of their content marketing strategy in 2022
- Webinars generated 67% of registrations from target audiences, according to an ON24 analysis cited by BrightTALK
- On24 reported a median registration-to-attendee conversion rate of 36% in its 2020 webinar benchmarks
- On24 reported median attendance rates of 40% for enterprise webinars (attendees as a share of registrants) in 2021 webinar benchmark reporting
- The total global market for webinar/virtual events platforms is projected to grow from $3.0 billion in 2020 to $7.4 billion by 2027 (CAGR 14.5%)
- The global virtual event market is expected to reach $206.2 billion by 2030, up from $34.4 billion in 2021 (CAGR 25.8%)
- The global live streaming market was valued at $57.2 billion in 2022 and is forecast to reach $224.3 billion by 2032 (CAGR 14.6%), providing demand context for live webinar formats
- A survey by Gartner found that 74% of CFOs expected their companies to reduce travel expenses in 2020, reinforcing virtual alternatives like webinars
- A Wyzowl video marketing survey (2023) found 96% of video marketers use video as a marketing tool, supporting live video formats including webinars
- An ON24 report showed 52% of marketers use webinars for education (context for webinar purpose)
- Sopra Steria reported that virtual events reduce carbon emissions by enabling remote attendance (measurements vary) with a documented emissions reduction estimate of 90%+ vs travel for attendees
Webinars prove highly effective for lead generation, with strong conversion and engagement across major benchmarks.
Related reading
01 · Category
Market Adoption7 stats
01
41.4% of surveyed organizations reported using webinars for marketing in 2020
02
A BrightTALK report found 59% of marketers say webinars are effective at generating leads
03
67% of organizations used webinars as part of their content marketing strategy in 2022
04
BLS reported 12.9% of workers were working from home in May 2020 (later varying), indicating the adoption environment for webinars
05
A Demand Gen Report survey found 63% of B2B buyers want to see webinars as part of their content mix
06
A TechValidate/B2B content survey reported 48% of buyers engage in webinars/webcasts as part of their research (context indicator)
07
Demand Gen Report found that 55% of marketers said webinars outperform many other channels for lead generation
Interpretation
Market Adoption Interpretation
Market adoption of webinars is clearly mainstream, with usage rising from 41.4% of organizations in 2020 to 67% using them for content marketing in 2022 and demand staying strong as 63% of B2B buyers want webinars in their content mix.
02 · Category
Performance Metrics6 stats
01
Webinars generated 67% of registrations from target audiences, according to an ON24 analysis cited by BrightTALK
02
On24 reported a median registration-to-attendee conversion rate of 36% in its 2020 webinar benchmarks
03
On24 reported median attendance rates of 40% for enterprise webinars (attendees as a share of registrants) in 2021 webinar benchmark reporting
04
BrightTALK’s webinar benchmark report found that the average webinar conversion from registrant to attendee was 38%
05
In ON24 benchmarking, the median number of attendees per webinar was 560
06
In ON24’s 2020 benchmarks, the median watch time was 37 minutes per attendee
Interpretation
Performance Metrics Interpretation
Performance metrics show strong though not complete engagement, with registrant to attendee conversion clustering around the mid to high 30s at 36% to 38% and median attendance reaching 40% for enterprise webinars while ON24 reports a median of 560 attendees and 37 minutes of watch time per attendee.
03 · Category
Market Size6 stats
01
The total global market for webinar/virtual events platforms is projected to grow from $3.0 billion in 2020 to $7.4 billion by 2027 (CAGR 14.5%)
02
The global virtual event market is expected to reach $206.2 billion by 2030, up from $34.4 billion in 2021 (CAGR 25.8%)
03
The global live streaming market was valued at $57.2 billion in 2022 and is forecast to reach $224.3 billion by 2032 (CAGR 14.6%), providing demand context for live webinar formats
04
The global video conferencing market is forecast to grow from $5.3 billion in 2023 to $18.6 billion by 2032 (CAGR 15.0%), indicating the infrastructure enabling webinars
05
The global unified communications as a service (UCaaS) market is projected to grow to $62.8 billion by 2028 (from $19.2 billion in 2021), supporting webinar delivery via UC platforms
06
The global event management software market is expected to reach $6.4 billion by 2028 from $2.6 billion in 2021 (CAGR 13.4%)—related to webinar registration/engagement tools
Interpretation
Market Size Interpretation
The market size for webinar and related virtual event technologies is expanding quickly, with the virtual event market rising from $34.4 billion in 2021 to a projected $206.2 billion by 2030, showing strong and sustained growth in the category.
More related reading
04 · Category
Cost Analysis1 stats
01
A survey by Gartner found that 74% of CFOs expected their companies to reduce travel expenses in 2020, reinforcing virtual alternatives like webinars
Interpretation
Cost Analysis Interpretation
A Gartner survey found that 74% of CFOs expected their companies to cut travel expenses in 2020, strongly reinforcing webinars as a cost-saving alternative within the Cost Analysis category.
05 · Category
Industry Trends3 stats
01
A Wyzowl video marketing survey (2023) found 96% of video marketers use video as a marketing tool, supporting live video formats including webinars
02
An ON24 report showed 52% of marketers use webinars for education (context for webinar purpose)
03
Sopra Steria reported that virtual events reduce carbon emissions by enabling remote attendance (measurements vary) with a documented emissions reduction estimate of 90%+ vs travel for attendees
Interpretation
Industry Trends Interpretation
In the Industry Trends around webinars, marketers are increasingly relying on video and remote engagement, with 96% of video marketers using video as a marketing tool, 52% using webinars for education, and virtual events also being recognized for cutting carbon emissions through remote attendance.
report visual · Key figures
Webinar impact: lead generation and demand
Surveys suggest webinars are both broadly desired and perceived as effective for lead generation, with similar high adoption signals across audiences.
59%
A BrightTALK report found 59% of marketers say webinars are effective at generating leads
55%
Demand Gen Report found that 55% of marketers said webinars outperform many other channels for lead generation
63%
A Demand Gen Report survey found 63% of B2B buyers want to see webinars as part of their content mix
48%
A TechValidate/B2B content survey reported 48% of buyers engage in webinars/webcasts as part of their research (context
41.4%
41.4% of surveyed organizations reported using webinars for marketing in 2020
source-verifiedbrighttalk.com · demandgenreport.com · g2.com · hubspot.com2020
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Elif Demirci. (2026, February 13). Webinar Statistics. Gitnux. https://gitnux.org/webinar-statistics
MLA
Elif Demirci. "Webinar Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/webinar-statistics.
Chicago
Elif Demirci. 2026. "Webinar Statistics." Gitnux. https://gitnux.org/webinar-statistics.
Sources & references
23 datasets cited across this report · attribution is report-level
+10 additional datasets cited (not shown individually)