22 Stats that Make a Case for Using Webinars in Your Marketing Strategy

A webinar is a video presentation, seminar, lecture, or workshop delivered over the internet.

Although once declared dead and outdated, webinars are very much still relevant. Many businesses are now rethinking the benefits of a virtual event, especially during the time of social distancing. In fact, ON24, a virtual platform, hosted 19,292 webinars in April of 2020 alone, which amounts to roughly 640 webinars per day.

Given their popularity, you may be interested in getting on board. In this post, we’ll give the most heavy-hitting statistics about webinars that make a case for using them in your marketing strategy.

Webinar Stats To Know

General Webinar Stats

• 67% of marketers in 2020 were increasing their investment in webinars. (LinkedIn)
• The global webinar market is estimated to reach 800 million by 2023, up 253 million from 2015. (MarketWatch)
• Marketers say that webinars are cost-effective as they help lower the cost-per-lead. (ON24)
• 95% of survey respondents said webinars play a key part in their marketing efforts, and 38% consider webinars critical to their digital communications. (ON24)
• 53% of marketers say webinars are the top-of-the-funnel format that generates the most high-quality leads. (Demand Gen Report)
• Professionals say that video-based learning is their preferred learning format, and 85% prefer the video to be webinars. 94% of respondents also report viewing webinar content monthly. (BrightTALK)
• Viewers in 2020 watched three times more webinar content than they did in 2019. (ON24)
• 91% of webinar marketers in 2020 say they’ve been successful, which is a 10% increase from 2019. (Wyzowl)

Webinar Conversion Stats

• 76% of marketers say that webinars help them reach more leads, 75% say it extends brand reach, 69% say it helps scale marketing efforts, and 49% say that it helps them reach targeted accounts. (ON24)
• A survey from April of 2020 found that webinars had a 61% registration to attendee conversion rate, up from 55% in 2019. (ON24)
• Webinars hosted on a company domain generate 3x more audience participation. 91% of professionals who watch webinars say their next step is to visit a website for more info. If they’re already on your site, you’re increasing the probability of conversion. (BrightTALK)
• Communication webinars have the highest conversion rate (67.05%). (ON24)
• Email is the top promotional channel for webinars. Up to 57% of registrations come from that channel, and the conversion rate is 27% higher. (GoToWebinar, BrightTALK)

Webinar Content Stats

• 81% of marketers use Q&A as an engagement tool during webinars, 69% provide resources for download. (ON24)
• When asked what they’d most like to see in their webinars, consumers reported that they would most like (22%) to see a host or presenter that takes questions from the audience. (HubSpot)
• Survey respondents rate webinar video integrations as a 7.8 in importance on a scale of 10. (ON24)
• 60-minute webinars attract more attendees than 30-minute webinars, and the average attendee viewing time is 57 minutes. (WorkCast, GoToWebinar)
• Thursdays are the best days to host a webinar. (MegaMeeting)
• Marketers prefer webinars that are live and on-demand. (Statista)
• Consumers reported being most likely (27%) to sign up for a webinar that teaches them something about a hobby or passion, and 18% would attend a webinar that taught them something about their career or industry. (HubSpot)
• Consumers report that the most engaging webinar format is a presentation that teaches them how to do something specific. (HubSpot)

Webinars Are Here To Stay

As these statistics demonstrate, webinars are not dead; they are here to stay. Case in point, 53% of marketers say that they plan to include webinars in their 2021 video strategy, up 11% from the previous year.

If you’re interested in learning more about using the channel in your marketing, read this guide to understand how to create compelling webinars and learn from experienced marketing HubSpotters on their best practices for taking webinars from good to great.