2025 Industry Benchmarks for Your Webinar Analytics

You’ve got your webinar performance data, but are they good numbers? Is your strategy even working? Lucky for you, there’s a way to find out: Stack your data against industry benchmarks!

We’ve got plenty of key benchmarks right here. We surveyed over 1,300 professionals, looked at events hosted with Wistia’s webinar software, and rounded up the numbers in our annual State of Video Report.

The takeaway is marketers still love webinars. In fact, they ranked webinars as the second most impactful type of video content. So if you’re investing time and resources into webinars, you’re in good company, and these benchmarks can help you make the most of that investment.

Why are marketers hosting webinars?

When we asked marketers this question, their answers pointed to a mix of strategic goals.

1. Drive engagement and leads

• 78% of marketers host webinars to engage with customers and prospects.
• 66% use them to generate new leads.

2. Build brand credibility

• 54% aim to boost brand awareness.
• 47% use webinars to demonstrate industry expertise.

3. Extend content reach

• 21% use webinars to build a larger content library.
• 20% want to reach a global audience.

What types of webinars are marketers hosting?

Most marketers are using webinars to educate, inform, and support their audiences. Whether it’s helping customers get started or sharing expert insights, the focus is on delivering value.

Here’s a look at the most popular webinar formats right now:

• Training or coaching sessions (60%)
• Product demos (50%)
• Thought leadership events (50%)
• Customer onboarding sessions (34%)
• Panel discussions (33%)
• Internal meetings (33%)

How often do marketers host webinars?

Nearly half of those hosting webinars run one at least once a month, with 12% running them weekly and 34% hosting monthly sessions.

Others take a more occasional approach. 16% host webinars from time to time, and 15% stick to a quarterly cadence.

Interestingly, 23% of marketers don’t host webinars, which means there’s still plenty of room to stand out.

How much money are marketers investing in their webinars?

Webinar budgets stayed relatively lean in 2024. In fact, most companies spent $10,000 or less on webinars for the year:

• 47% budgeted between $1,000–$10,000.
• 34% spent under $1,000.

The rest invested more heavily, with 13% spending $10,000–$30,000, and 6% allocating $30,000 or more.

How are webinars performing?

We looked at data from the webinars hosted on Wistia in 2024 to see how they’re stacking up across the board.

Here’s what we found:

Average number of registrations

Webinars pull in an average of 77 registrants, but that number can shift based on the topic and type of audience.

Average attendance rate

About 30–40% of people who sign up for a webinar actually attend live.

• Larger webinars like thought leadership events or panel discussions tend to attract more registrations but see lower turnout.
• Smaller, targeted webinars like product demos or coaching sessions usually draw fewer sign-ups but have higher attendance rates.

On-demand recordings

Webinars don’t stop delivering value after the live event, and many marketers seem to have figured that out.

• 40% of total webinar views come from on-demand replays.
• 65% of marketers turn their webinars into on-demand recordings hosted on landing pages.

And it goes beyond replays. Nearly 90% of marketers repurpose webinar content into blog posts, social clips, email campaigns, and more.

Start crushing your webinars

Now that you’ve got these webinar benchmarks, it’s time to compare them with your own webinar metrics and see how you’re stacking up!

If your numbers need a boost, just keep tracking your performance and fine-tuning your strategy.

Want more tips on improving your webinar metrics? We’ve got plenty in this post about the best analytics to track!