25 statistics on the success of webinars as a marketing tool

Published 4 December 2024

illustration of people watching a webinar

Author:

Hollie Middleton

Brand Assistant

Hollie utilises the analytical skills gained from her degree, to provide support to the Brand and Marketing team, with the aim of driving Embryo's online visibility.

Categorised In:

Digital marketing blogs Best Practices Stats

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Webinar strategies provide the perfect combination of having a low cost per lead, reaching your specific target audience and being able to reuse content for multiple purposes. A marketing dream!

In the past, webinars have been avoided, as initial investment into camera equipment, studio space and professional editing has been too expensive to justify jumping into a project like this.

2025 will see a huge increase in both enterprise and small business models seeing the value in webinar hosting, with platforms like Zoom, Demio and Livestorm offering free trials or very low monthly fees.

Let’s dive into some stats that show just how powerful webinars can be for marketing your business.

What do marketers say?

Research carried out by Contrast (a popular webinar hosting platform), surveyed over 100,000 webinar users, and the data revealed that:

Of the 65% of marketers who produced a webinar in the past 12 months, 95% of them deemed webinars important to their strategy, or was their preferred type of content
47% of B2B marketers were the second best-performing content type they had produced over the previous 12 months, after in-person events
75% of marketers say they could tie webinars directly to increasing revenue and lowering cost per lead

Engagement and leads

When webinars are successfully used to showcase your industry expertise, people watching are much more likely to take action and convert, generating you high quality leads.

Group of people on a call on a laptop

On average, 84% of webinars have fewer than 50 attendees
Typical attendance rates sit between 40%-50% of people who register
High-performing webinars with a huge platform/following can achieve attendance of 90% of registrants
90-minute webinars receive 15% more registrants compared to 60-minute webinars as they are perceived as being more valuable.
54% of registrations happen the week before the webinar.
9% of registrants sign up on the day of the webinar.
These top-performing webinars can often see between 20% and 40% of people converting into actionable leads
Typically between 2% and 5% of leads convert into customers
57% of top-performing webinars post on average around 50 webinars a year, showing frequent uploading acts as a trust metric
63% of webinar views are from people watching pre-recorded versions pr on-demand
Only 30% of webinars use polls however the top 5% of webinars get a 70% poll completion rate
Cost per lead sits around $72 (£56) and stays relatively stable no matter how many attendees are on each webinar

Top tips

These statistics reveal some of the best strategies to get the most out of your webinar. The days, times and platforms that you choose to market your webinar around, can have effects on sign-up rates and attendance rates.

Inviting attendees to webinars is most effective between 9 am and 12 pm when people are most receptive to emails
Email open rates increase by 20% if not sent on a Monday or Friday
Tuesdays see a spike in registrations for webinars (21%)
67% of professionals voted ‘tips tricks and best practices’ as a category they would be most likely to engage in, followed by courses, case studies and industry trends
Avoid using ads as 78% of people said that they wouldn’t register for a webinar which looked too product-focused.
Most new webinar projects need no investments, if you already have equipment like a laptop, with many platforms offering free services. Investing in camera and studio equipment can cost up to and around £5000.
93% of webinars use webcams, 6% use smartphone cameras and 1% use professional recording equipment

The global webinar market

The virtual event and webinar market is set to reach $4.4 billion (£3.5 billion) in 2025
The USA currently dominates the webinar market, bringing in around 77% of total global revenue
17% of total webinars happen at 11 am USA time, also being the most optimal time for global time differences

If you want to know more about how Embryo could help with your digital marketing strategy, get in touch today.