Webinars are a mainstream format for marketing teams and content marketers, helping organizations generate leads and educate prospects. This page breaks down how performance varies by goal and audience quality, using reported benchmark rates like registration-to-attendee and attendee share. You’ll also see how webinar programs fit into broader strategies—along with market context for webinar, virtual events, live streaming, and video conferencing investments.
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 remain a proven lead and engagement engine, with strong conversion rates despite rapid growth in virtual event tech.
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
In the Market Adoption category, webinar use is clearly mainstream, with 67% of organizations using them in content marketing in 2022 and 59% of marketers saying they generate leads, showing sustained and effective adoption beyond early experimentation.
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
For the Performance Metrics angle, the benchmarks show that most webinar success hinges on conversion and engagement, with registrant to attendee rates clustering around 36% to 38% and median watch time at 37 minutes per attendee, while enterprise attendance averages about 40% of registrants and ON24’s median audience size is 560 attendees per webinar.
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
For the market size perspective, virtual and webinar related platforms are set to surge rapidly, with the virtual event market rising from $34.4 billion in 2021 to $206.2 billion by 2030 while related segments like video conferencing grow from $5.3 billion in 2023 to $18.6 billion by 2032.
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 reduce travel expenses in 2020, underscoring how webinars can deliver clear cost savings by replacing some travel with virtual attendance.
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
Industry Trends data shows that webinars are firmly part of mainstream marketing and learning, with 52% of marketers using them for education and 96% of video marketers already relying on video, while virtual events also cut carbon emissions by enabling remote attendance.
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)