Webinar Statistics (2026)

A data analysis of seven webinar vendors’ platform benchmarks on attendance, timing, length, engagement, and conversion, and what the numbers say about which webinar tools are worth paying for.

The average webinar turns 40% to 60% of registrants into attendees, depending on whose platform data you read. Goldcast measured 40% across 26,190 B2B webinars in 2025, and ON24 reported 60% for the same year. Most other vendors land near 50%. Livestorm found 49.6% of sign-ups arrive in the final week, and the 60-minute slot still dominates. Compare the tools that run these sessions in our video conferencing category.

Key takeaways

• 40% to 60% of registrants attend, from Goldcast’s 40% to ON24’s 60% in 2025; Livestorm sits between them at 47.7%
• 239 attendees per webinar on ON24 in 2025, an 11% rise year over year, per ON24; Goldcast’s average is 102 (Goldcast)
• 49.6% of registrations happen in the final week and 15.3% on the day itself, per Livestorm
• No two vendors agree on the best day: Tuesday (51.7%, Livestorm), Thursday (64%, TwentyThree), Wednesday (51%, Univid), and Monday (47.2%, Goldcast) each top a different dataset
• 50.5% of B2B webinars run exactly 60 minutes, and the average is 56.8 minutes, per Goldcast
• Live viewers finish 74% of a webinar; on-demand viewers finish 91%, per Goldcast
• 89.1% of webinars are now offered on demand, up from 79.86% in 2024 (Goldcast)
• Only 19% of webinars use polls, while chat appears in 62.3% (Goldcast)
• 49% of organizations sync webinar data to their CRM or marketing automation automatically, and 11% track nothing at all (TwentyThree)

What is the average webinar attendance rate?

The average webinar attendance rate falls between 40% and 60% of registrants in recent vendor data. Goldcast reported 40% across 26,190 webinars in 2025, Livestorm 47.7% across 33,786 sessions, and ON24 60%. Benchmark against the vendor whose customers look most like you.

1. Goldcast measured a 40% attendance rate in 2025, up from 33% in 2024 (Goldcast). The dataset covers 26,190 webinars from 522 B2B organizations, so it reflects marketing teams that run webinars as a program.
2. Livestorm’s 2025 show-up rate was 47.7%, down from 48.9% in 2024 (Livestorm). For the average session, that means 175 registrants, 83 live attendees, and 92 no-shows.
3. BigMarker’s average show-up rate was 49%, and 58% for its high performers (BigMarker, 2024 data). BigMarker counts live attendees divided by registrants.
4. Univid puts live attendance at 49% and total attendance, including replays, at 57% (Univid). Its dataset spans 2,000+ webinars from January 2023 to August 2026, and 70% of the data points are European.
5. TwentyThree reports a 58% average attendance rate on 308 average signups (TwentyThree). Its State of Webinars 2026 combines platform data with a survey of 133 webinar makers.
6. ON24 reported a 60% registration-to-attendee conversion rate in 2025, up from 57% in 2024 (ON24 2026 report; ON24 2025 report). ON24 also has the largest average audience in this set, so its customers run bigger programs than most.
7. Contrast found 62% of registrants watch, live or on demand (Contrast, 2025 data from 500,000+ registrants). Counting replay viewers lifts any vendor’s number, so compare like with like.

Webinar attendance benchmarks by vendor

Sources: ON24 2026 Webinar Benchmarks, Goldcast 2026 B2B Webinar Benchmark Report, Livestorm 2026 Webinar Benchmark Report, BigMarker 2025 B2B Webinar Benchmark Report, Univid Webinar Insights 2026, TwentyThree State of Webinars 2026, Contrast 2025 Webinar Benchmarks.

A 50% show-up rate is the honest midpoint of the range. Each figure reflects one vendor’s customer base, so the same result can sit below ON24’s average and above Goldcast’s. Neither comparison proves your tool is the problem.

How many people attend a webinar?

The average webinar draws 83 to 239 live attendees, depending on the platform. ON24 reported 239 per webinar in 2025, Goldcast 102, and Livestorm 83. Most sessions are smaller than those averages suggest: Univid found 71% of webinars have fewer than 100 live attendees.

8. ON24’s average webinar drew 239 attendees in 2025, an 11% increase year over year (ON24). Q4 averaged 254 attendees, up from 219 a year earlier.
9. Goldcast’s average attendees per event doubled to 102 in 2025, from 51 (Goldcast). Average registrants rose to 251, from 238.
10. Total registrations on Goldcast hit 6.8 million in 2025, a 94% jump (Goldcast). Total attendees climbed 172% to 2,220,718.
11. 71% of webinars have fewer than 100 live attendees, and 50% have fewer than 50 (Univid). Only around 1% draw more than 1,000 people live.
12. 78% of webinars had 50 or fewer attendees in GoTo’s 2019 data (GoTo). Small rooms have been the norm for years.
13. BigMarker’s high performers averaged 375 registrants and 214 attendees (BigMarker, 2024 data), against 322 and 171 for all webinars.

The typical webinar is a room, not a stadium. Buy tooling for the audience you actually have, not the keynote you might run once a year.

When do people register for webinars?

Most people register in the last week before a webinar. Livestorm found 49.6% of 2025 registrations arrived in the final week and 15.3% on the day itself, while only 16.4% came three or more weeks early. GoTo’s 2019 data showed the same pattern, with 59% in the final week.

14. 49.6% of registrations happen in the final week (Livestorm). 26.2% land two to six days out and 8.2% the day before.
15. 15.3% of registrants sign up on the day of the event (Livestorm). Closing registration a day early cuts off a real slice of the audience.
16. Only 16.4% register three or more weeks early (Livestorm). Long promotion runways mostly reach your most committed fans.
17. In 2019, 59% of GoTo Webinar registrations came in the week prior and 17% on the day (GoTo). Six years apart, the last-week spike holds.
18. 86% of marketers promote webinars by email, ahead of organic social at 43% and paid ads at 20% (Livestorm survey of 853 go-to-market professionals).
19. Webinar invitations earned a 36% open rate on BigMarker, about 1.7x the 22% benchmark for all marketing emails (BigMarker). Click rates were 9% versus 2%, or 4.5x.
20. Webinars with “series” in the title averaged 42.1% attendance, against a 40.1% benchmark (Goldcast). Series now make up 31.2% of Goldcast webinars.

What is the best day and time to host a webinar?

No single best day exists in the data. Livestorm found Tuesday highest at 51.7%, TwentyThree Thursday at 64%, Univid Wednesday at 51%, and Goldcast Monday at 47.2%. The consistent finding is that midweek is crowded, while Monday and Friday sessions hold their own.

Best day for webinars, by vendor

Sources: Livestorm 2026 Webinar Benchmark Report, TwentyThree State of Webinars 2026, Univid Webinar Insights 2026, Goldcast 2026 B2B Webinar Benchmark Report, Contrast 2025 Webinar Benchmarks, BigMarker 2025 B2B Webinar Benchmark Report.

21. Goldcast’s Monday webinars converted 47.2% of registrants and Friday 46.9%, versus 38.7% on Thursday (Goldcast). Thursday events also drew the most registrants, 486 on average, which pulls the rate down.
22. Wednesday was the most scheduled day on Goldcast at 30.53%, with Thursday at 30.03% (Goldcast). Monday (6.92%) and Friday (7.44%) are wide open by comparison.
23. Tuesday, Wednesday, and Thursday held 80% of BigMarker’s B2B webinars (BigMarker, 2024 data).
24. Friday hosts only 9% of TwentyThree webinars but posts a 63% attendance rate (TwentyThree), second only to Thursday.
25. Wednesday draws Livestorm’s largest audiences, at 94 attendees, and only 2% of its webinars run on weekends (Livestorm).
26. 3 PM start times post the highest live attendance on Univid at 58.3%, ahead of 11 AM at 56.9% (Univid).
27. Morning sessions from 7 to 10 AM average 62% attendance on TwentyThree (TwentyThree), the best time block it measured.
28. Noon ET is the busiest start time, with about 16% of Goldcast webinars (Goldcast). Contrast found 2 PM sessions drew 55% live attendance (Contrast).
29. January posts the year’s best show-up rate: 50.4% on Livestorm and 51% on Univid (Livestorm; Univid). August is Livestorm’s weakest month at 42.9%.

The time-of-day data splits by audience and time zone, so treat any single “best hour” as a test, not a rule. Univid’s data is 70% European, while Goldcast reports in Eastern time.

How long should a webinar be?

Sixty minutes is the standard webinar length. Goldcast found 50.5% of 2025 B2B webinars ran exactly 60 minutes, with a 56.8-minute average, and TwentyThree puts 69% at about an hour. Shorter formats are growing: 30-minute sessions rose to 15.5% of Goldcast events.

30. 50.5% of Goldcast webinars ran exactly 60 minutes in 2025, and the median held at 60 (Goldcast). The average dipped from 58.4 to 56.8 minutes.
31. 30-minute webinars grew from 13.2% to 15.5% of events (Goldcast), while sessions of 61-120 minutes fell to 11.6% from 16.1%.
32. 69% of TwentyThree webinars last about an hour, and 11% run longer (TwentyThree).
33. 60-minute webinars have Univid’s highest total attendance rate, at 62% (Univid). They also convert best, with a 26% CTA conversion rate.
34. Contrast found 90-minute webinars get fewer registrations but 72% live attendance (Contrast). People who block 90 minutes are already committed.
35. Livestorm’s longest sessions show the most participation: 20.7% active participation at 90+ minutes, versus 12.5% at 30-44 minutes (Livestorm). Longer formats tend to be panels and Q&A, which invite input.
36. BigMarker’s average duration was 41 minutes across all webinars and 49 for high performers (BigMarker, 2024 data).

How long do webinar attendees actually watch?

Live attendees watch between 38% and 74% of a webinar, depending on the dataset. Goldcast measured 74% completion for live viewers in 2025, while Livestorm found an average watch time of 26 minutes for 68-minute sessions. On-demand viewers finish more: 91% on Goldcast.

Watch-time benchmarks by vendor

Sources: Livestorm 2026 Webinar Benchmark Report, Goldcast 2026 B2B Webinar Benchmark Report, Contrast 2025 Webinar Benchmarks, ON24 2026 Webinar Benchmarks, Bizzabo 2026 event statistics, BigMarker 2025 B2B Webinar Benchmark Report.

37. Livestorm’s average viewer stays 26 minutes, 38% of a 68-minute webinar (Livestorm). In its 2024 data, attendees engaged for 24 minutes of a typical 61-minute session (Livestorm 2024 report).
38. Live attendees complete 74% of a Goldcast webinar, so about a quarter miss the ending (Goldcast). Put the main call to action in the first two-thirds.
39. Only 40% of viewers complete a 60-minute webinar, per Contrast (Contrast).
40. ON24 attendees engaged for 49 minutes on average in 2025, versus 51 minutes in 2024 (ON24; ON24 2025 report).
41. Bizzabo’s virtual sessions average 71% completion and about 46 minutes of viewing (Bizzabo).

Do people watch webinars live or on demand?

Most webinar viewing still happens live, but replays are now standard. ON24 found 67% of 2025 attendees joined live and 43% watched on demand, and Goldcast made 89.1% of webinars available afterward. Estimates of the on-demand share of viewing range from 15.9% to 47%.

42. 67% of ON24 attendees joined live in 2025, and 43% watched on demand (ON24). The two shares overlap. In 2024 the split was 56% live and 45% on demand (ON24 2025 report).
43. 89.1% of Goldcast webinars were available on demand in 2025, up from 79.86% (Goldcast). BigMarker puts the share at 83% (BigMarker).
44. On-demand viewers make up 15.9% of total Goldcast viewership (Goldcast). Contrast’s figure is far higher, at 47% of webinar views (Contrast).
45. Publishing on demand lifted registrations 1.8x on average (BigMarker, 2024 data). ON24 found that making webinars on-demand by default can raise total views by up to 80% (ON24 2025 report).
46. Public replays averaged 14.60 on-demand views versus 3.97 for registrant-only replays (Livestorm). Yet 62% of Livestorm customers gate their replays and only 20% make them public.
47. 82% of event organizers create video-on-demand content, and 53% gate at least some of it (Bizzabo).

The on-demand share depends on how each vendor counts a view. The direction is the same everywhere: a webinar without a replay leaves reach on the table.

What are the webinar engagement and conversion benchmarks?

Chat and Q&A are the default engagement tools, while polls and CTAs lag. Goldcast found chat in 62.3% of 2025 webinars, Q&A in 56.1%, and polls in only 19%. Conversion depends on the ask: BigMarker measured an 8.74% average CTA click rate, and Univid reports 22%.

48. Chat appears in 62.3% of Goldcast webinars (up from 56%), Q&A in 56.1% (from 47%), and polls in 19% (from 15%) (Goldcast). CTA usage reached 17.8%.
49. Livestorm customers use chat in 90% of webinars, Q&A in 65%, and polls in 28% (Livestorm). Polls trail in every dataset.
50. Univid sees live reactions in 92% of webinars, chat in 63%, Q&A in 49%, and polls in 40% (Univid).
51. The average in-webinar CTA click-through rate was 8.74%, and 17.45% for high performers (BigMarker, 2024 data).
52. Univid’s average CTA conversion is 22%, rising to 33% when all engagement features are on (Univid). Two CTAs convert best, at 25%.
53. ON24 webinars averaged 150 poll responses and 1.8 interactions per attendee in 2025 (ON24).
54. Demo bookings from ON24 webinars rose 73% in 2025, and meeting bookings during webinars grew 4X (ON24).
55. Livestorm sessions average 20.4 Q&A questions, and active participation is 15.4% for 60-75 minute webinars (Livestorm).

The definitions differ, which explains the CTA spread. BigMarker counts clicks on pop-up offers across all attendees, while Univid measures webinars that had a CTA switched on. The shared signal is that polls are the cheapest engagement gain most teams skip.

Do webinars still work for B2B marketing?

Yes, by marketers’ own ratings. In CMI’s survey of 1,015 B2B marketers for 2026, 52% named speaking events and webinars among their most effective thought leadership channels. Bizzabo found 61% of organizers saw webinar attendance rise year over year, and 53% of attendees plan to attend more webinars.

56. 52% of B2B marketers rank speaking events and webinars among their three most effective thought leadership channels, behind LinkedIn (76%) and email newsletters (54%) (CMI, surveyed June to August 2025).
57. 68% of B2B marketers collect first-party data through content-driven experiences such as gated assets, webinars, and interactive tools (CMI).
58. In CMI’s July 2023 survey, 51% of B2B marketers said webinars produced better results, second only to in-person events at 56% (CMI 2024 outlook). 56% used webinars to distribute content.
59. Webinars were the second-fastest-growing B2B event type in Forrester’s 2024 survey, behind small hosted in-person events, which 58% of marketers planned to increase (Forrester).
60. Goldcast customers hosted 4.7 webinars a month in 2025, up from 3.9 in 2024 and 1 a month in 2021 (Goldcast).
61. 45% of organizations ran more webinars than the year before, and only 12% ran fewer (TwentyThree). 21% call webinars extremely important to their digital strategy and 45% very important.
62. 69.4% of marketers plan webinars for lead generation, and 51% rate webinars critical to strategy (Livestorm).
63. In Kaltura’s 2023 survey, 38% of marketers called webinars their number-one lead generation tool (Kaltura).
64. 78% of event organizers still call in-person conferences their most impactful marketing channel (Bizzabo). Webinars complement events; they have not replaced them.

For the wider picture on formats, see our content marketing statistics and video marketing statistics.

Which webinar platforms does the data favor?

For most teams, the data points to simple, well-integrated tools over heavy event suites. Univid found 71% of webinars draw under 100 live attendees, and TwentyThree found the top challenge is time (33%), not software (1.0%). Integration is the real gap: only 49% sync webinar data automatically.

65. The time a webinar takes is the top challenge for 33% of organizations; complicated software is the top challenge for just 1.0% (TwentyThree). Hosting in an engaging way follows at 24%.
66. 37% of organizations spend 5-10 hours per webinar, and 27% spend 10-20 hours (TwentyThree). The labor sits in planning and promotion, not in the software.
67. Only 6-8% of Livestorm customers use native CRM integrations to sync webinar data (Livestorm). Without that sync, webinar-sourced pipeline goes uncounted.
68. 49% of organizations integrate their webinar tool with a CRM or marketing automation platform, while 28% export CSVs by hand (TwentyThree).
69. In 2023, only 14% of marketers at companies with 500+ employees had webinars integrated with both CRM and marketing automation, and only 4% were very satisfied with their platform (Kaltura).
70. About half of Goldcast customers connect HubSpot; about 28% use Marketo and 24% Salesforce (Goldcast).
71. 33% of events on Bizzabo’s platform are virtual and 4% are hybrid; 63% are in person (Bizzabo). Hybrid remains a niche format.
72. 68% of organizations repurpose webinars into other content, and 48% cut clips for social media (TwentyThree). Goldcast says 97.8% of clips made in its tool in 2025 were AI-generated (Goldcast).

Every vendor above sells a webinar platform, so read each dataset as a picture of its own customers. Taken together, the numbers favor a tool your team can run every month, that syncs to your CRM, and that publishes a replay by default. Stage production and hybrid features matter for a small minority of programs.

What to do with this data

• Benchmark against the right vendor. Any rate between Goldcast’s 40% and ON24’s 60% is normal for somebody’s customer base (ON24; Goldcast). Compare yourself with the dataset closest to your audience size.
• Spend promotion in the final week. With 49.6% of sign-ups arriving in the last week (Livestorm), keep registration open until start time and save most email sends for that window.
• Test Monday or Friday. Goldcast’s least crowded days posted its best show-up rates, 47.2% and 46.9% (Goldcast).
• Default to 45-60 minutes and put the ask early. Live viewers finish 74% of a session (Goldcast), so the CTA belongs in the first two-thirds.
• Make the replay public. Public replays drew 14.60 views on average versus 3.97 gated (Livestorm).
• Buy for integration and ease, not stage effects. With 71% of webinars under 100 live attendees (Univid), check whether the meeting suite you already pay for, such as Zoom, Microsoft Teams, or Google Meet, covers your format before adding a platform. Then pick the option that syncs cleanly with your CRM. Compare picks in our video conferencing category, and see how tools8020 scores tools.

Fewer, better-run tools win here too. A webinar program lives or dies on promotion, timing, and follow-up, and none of that improves with a heavier platform. Marketers building a lean stack can start with our picks for marketers, and the companion data on video conferencing and meetings covers the rest of the video stack.

Frequently asked questions

What is the average webinar registration to attendance rate?

The average registration-to-attendance rate runs from 40% to 60%, depending on the vendor. Goldcast measured 40% in 2025, Livestorm 47.7%, and ON24 60%. Rates that count replay viewers run higher, such as Univid’s 57% total. A rate near 50% is a solid result.

What is the best day for webinars?

No day wins in every dataset. Livestorm found Tuesday best at 51.7% show-up, TwentyThree Thursday at 64%, and Goldcast Monday at 47.2%. Wednesday is Goldcast’s most scheduled day at 30.53%, so a Monday or Friday slot faces less competition for attention.

How long should a webinar be?

Plan for 45 to 60 minutes. Goldcast found 50.5% of 2025 B2B webinars ran exactly 60 minutes, with a 56.8-minute average, and Univid found 60-minute sessions had the highest total attendance rate at 62%. For single-topic sessions, 30 minutes works; that format grew to 15.5% of Goldcast events.

How far in advance should you promote a webinar?

Start a few weeks out, but concentrate effort in the final week. Livestorm found 49.6% of registrations arrive in the last week and 15.3% on the day of the event. Only 16.4% register three or more weeks early, so keep registration open until the start time and plan reminder emails for the last days.

What is a good webinar conversion rate?

It depends on the ask. BigMarker measured an average in-webinar CTA click rate of 8.74% in 2024, with high performers at 17.45%. Univid reports a 22% average CTA conversion, rising to 33% when polls, reactions, chat, and Q&A are all switched on during the session.

Are virtual events and webinars still growing?

Yes. Goldcast customers hosted 4.7 webinars per month in 2025, up from 3.9 a year earlier, and total registrations on its platform rose 94%. Bizzabo found 61% of organizers saw webinar attendance rise year over year, and 53% of attendees plan to attend more webinars in 2026.

Should webinar replays be gated?

Mostly no. Livestorm found public replays averaged 14.60 on-demand views versus 3.97 for registrant-only replays, yet 62% of its customers gate them anyway. Bizzabo reports 53% of organizers gate at least some on-demand content. Gate a replay only when lead capture matters more than reach.

How we compiled these statistics

We drew these figures from 15 published sources: benchmark reports from seven webinar vendors built on their own platform data, plus research from the Content Marketing Institute, Forrester, Bizzabo, Kaltura, and GoTo. Every figure was retrieved from the publisher’s page or report in October 2026; the Contrast page blocked automated access, so we used its Internet Archive copy from January 2026. Figures we could not trace to a primary publisher were omitted, and where vendors disagree we show the range and name each source.

Sources

• ON24: Webinar Benchmarks Key Takeaways, 2026 Digital Engagement Benchmarks Report (2026)
• ON24: Key Takeaways from the 2025 Webinar Benchmarks Report (2025)
• Goldcast: The 2026 B2B Webinar Benchmark Report (2026)
• Livestorm: The Pipeline Truth, 2026 Webinar Benchmark Report (2026)
• Livestorm: Webinar Benchmark, Strategies and Trends for 2025 (2024 Webinar Marketing Report data)
• BigMarker: 2025 B2B Webinar Benchmark Report (2025)
• TwentyThree: Webinar Statistics and Benchmarks, State of Webinars 2026 (2026)
• Univid: 2026 Webinar Statistics Report (2026)
• Contrast: 2025 Webinar Benchmarks, Internet Archive copy (2025)
• GoTo: 10 Webinar Benchmarks Every Marketer Should Know (2019)
• Bizzabo: The Events Industry’s Top Marketing Statistics, Trends, and Benchmarks for 2026 (2026)
• Content Marketing Institute: B2B Content and Marketing Trends, Insights for 2026 (2025)
• Content Marketing Institute: B2B Content and Marketing Trends, Outlook for 2024 (2023)
• Forrester: The Global State of B2B Events, 2024 B2B Event Trends Survey (2024)
• Kaltura: The State of Webinars 2024 Survey Report (2023)