2026 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 900+ 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

• 72% of marketers host webinars to engage with customers and prospects.
• 70% use them to generate new leads.

2. Increase product affinity and use

• 36% use webinars to improve customer retention.
• 32% want to increase product adoption.

3. Build brand credibility

• 32% aim to boost brand awareness.
• 28% use webinars to demonstrate industry expertise.

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:

• Thought leadership (58%)
• Product demos (56%)
• Online training or coaching (49%)
• Panel discussions (40%)
• Internal meetings (30%)
• Customer enablement (29%)

How often do marketers host webinars?

Over 40% of those hosting webinars run one at least once a month, with 13% running them weekly and 31% hosting monthly sessions.

Others take a more occasional approach. 14% host webinars occasionally, and 16% stick to a quarterly cadence.

Interestingly, 24% 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 2025. In fact, most companies spent $10,000 or less on webinars for the year:

• 43% spent under $1,000.
• 35% budgeted between $1,000–$10,000.

The rest invested more heavily, with 13% spending $10,000–$30,000, and 9% allocating $30,000 or more.

How are webinars performing?

We looked at data from the webinars hosted on Wistia in 2025 to see how they’re stacking up across the board.

Here’s what we found:

Average attendance rate

About 40% of people who register for a Wistia-hosted webinar actually attend live.

If your webinar lands in the mid-30% attendance range or higher, that’s solid. If attendance is lower, the answer isn’t making the event shorter. It’s usually making the promise clearer and the live moment more worth showing up for.

On-demand recordings

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

• A third of webinars are still pulling in plays three months after the live event.
• 60% 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!