Webinar Marketing Statistics for 2026: Adoption, Engagement, Conversion, and ROI

In 2026, webinar marketing remains a cornerstone for lead generation and customer engagement amid rising demand for scalable, digital-first content experiences. Businesses leverage webinars to deliver value-driven education, product demos, and thought leadership, with demand for live and on-demand formats showing sustained growth despite evolving viewer preferences.

Recent data highlights webinars’ efficiency in lowering costs per lead while driving measurable actions like website visits and purchases. Marketers report higher ROI compared to in-person events, with interactive elements boosting participation rates. This article compiles over 60 webinar marketing statistics from primary research and platform data published within the last two years, organized into key categories for quick reference.

Scope and Methodology

• Includes only publicly available webinar marketing statistics relevant for 2026.
• Based on the latest figures published within the last two years.
• Sources include primary research, first-party platform data, institutional studies, and industry reports.
• Each statistic is listed separately with its original source and study context.
• No estimates, forecasts, interpretations, or recommendations are included.

Key Webinar Marketing Statistics for 2026

89% of webinar attendees take at least one follow-up action, such as visiting a website or downloading content, based on a 2024 study by BrightTALK.
80% of businesses say that webinars lower their cost per lead, based on a 2023 study by ON24.
76% of professionals believe that webinars bring in more leads than any other content format, based on a 2023 study by Wyzowl.
47% of people who attend the webinar become leads, based on a 2021 study by GoToWebinar.
5-20% of attendees convert into paying clients, based on a 2023 study by MarketingProfs.
87% of sales and marketing leaders incorporate webinars into their demand generation strategies, based on a 2024 study by ON24.
Average webinar attendance is 202 attendees, based on a 2024 study by ON24.
85% of businesses consider webinars essential to their marketing strategy, based on a 2025 study by DemandSage.
73% of B2B marketers state high-quality leads come from webinars, based on a 2025 study by Growth Marketing Pro.
56% conversion ratio of webinar registrations to attendees, based on a 2024 study by ON24.
Average CTA conversion rate is 22%, based on a 2026 study by Univid.

Adoption and Usage Statistics

87% of sales and marketing leaders incorporate webinars into their demand generation strategies, based on a 2024 study by ON24.
85% of businesses consider webinars essential to their marketing strategy, based on a 2025 study by DemandSage.
41% of marketers have hosted or participated in a webinar, based on a 2024 study by Wyzowl.
83% of marketers found webinars to be an effective strategy, based on a 2024 study by Wyzowl.
95% of respondents agree that webinars are used to generate leads, based on a 2024 study by ON24.
73% of B2B marketers state high-quality leads come from webinars, based on a 2025 study by Growth Marketing Pro.
61% of organizers report increased webinar attendance year over year, based on a 2025 study by Bizzabo.
53% of attendees plan to attend more webinars in 2026, based on a 2025 study by Bizzabo.
More than 60 million webinars were expected to be hosted globally in 2026, based on a 2025 study by DemandSage.

Audience and Behavioral Statistics

Average number of webinar attendees is 202, based on a 2024 study by ON24.
56 participants is the average attendee size for marketing webinars, based on a 2024 study by GoToWebinar.
42.4 is the average attendee score for demand-generation webinars, based on a 2024 study by GoToWebinar.
32% of attendees are engaged if the host is passionate about the topic, based on a 2024 study by Bigmarker.
92% of attendees expect the webinar to end with a Q&A session, based on a 2024 study by Bigmarker.
68% of attendees interact through Q&As, polls, or chat, based on a 2023 study by ON24.
44% of audience will watch the on-demand version of the webinar, based on a 2024 study by ON24.
18% of views for on-demand webinars take place on Saturdays and Sundays, based on a 2024 study by Workcast.
3% of attendees watch both live and on-demand webinars, based on a 2024 study by ON24.
Tuesdays, Wednesdays, and Thursdays see the highest attendance rates and responses to polls, based on a 2025 study by Cvent.
57% of registrations come from email, based on a 2024 study by GoToWebinar.

Channel Performance Statistics

Webinar session generates a 2.5x higher return on investment than in-person events, based on a 2023 study by MarketingProfs.
Average cost per webinar lead is $72, based on a 2023 study by GoToWebinar.
Combined demand for live and on-demand webinars grew 29% year over year, based on a 2025 study by NetLine.
Demand for on-demand webinars declined 18% after 12% growth the previous year, based on a 2025 study by NetLine.
There has been a 38% increase in engagement reactions in the webinar channel since 2022, based on a 2024 study by ON24.
Personalized experiences saw a 68% increase in engagement, based on a 2024 study by ON24.
13% increase in engagement in on-demand webinars, based on a 2024 study by ON24.
82% of organizers report positive ROI from webinars, based on a 2025 study by Bizzabo.

Engagement and Conversion Statistics

Webinars with polls and chat see 22% higher engagement, based on a 2023 study by ON24.
Webinars with polls and Q&A see 30% higher engagement, based on a 2023 study by ON24.
Using live video instead of slides increases engagement by 16%, based on a 2023 study by GoToWebinar.
Adding chat and downloadable resources boosts engagement by 22%, based on a 2023 study by ON24.
25% of attendees click on call-to-action (CTA) links during a webinar, based on a 2023 study by MarketingProfs.
Webinars with 5-10 reactions per attendee result in a 69% CTA conversion rate, based on a 2026 study by Univid.
Average conversion rate on CTA is 22%, based on a 2026 study by Univid.
35-45% conversion rate is typically considered good for registrations to attendees, based on a 2024 study by Hushly.
Events with more than 100 attendees have an average conversion rate of 43.4%, based on a 2024 study by Hushly.
47% of webinar attendees become leads, based on a 2023 study by GoToWebinar.
5-20% of attendees convert into paying clients, based on a 2023 study by MarketingProfs.
25% of webinar-related sales happen after the event through email follow-ups, based on a 2023 study by WebinarCare.
Follow-up emails with a direct replay link get a 50% open rate, based on a 2023 study by WebinarCare.
Webinar registrants were 16% more likely to make a buying decision within the next 12 months, based on a 2025 study by NetLine.

Registration and Attendance Statistics

Average webinar registration rate is 20-45%, based on a 2023 study by WebinarCare.
Marketing webinars see a 35% registration rate, based on a 2023 study by ON24.
Educational webinars average a 40% registration rate, based on a 2023 study by GoToWebinar.
Training webinars perform with a 45% registration rate, based on a 2023 study by ON24.
Product demo webinars have a 25% registration rate, based on a 2024 study by BrightTALK.
Average attendance rate is 40-50% of registrants, based on a 2023 study by WebinarCare.
40-50% of registrants attend live, based on a 2023 study by GoToWebinar.
Marketing webinars have attendance rates of 30-40%, based on a 2023 study by ON24.
Training and educational webinars have attendance rates of 45-55%, based on a 2023 study by GoToWebinar.
Conversion rate (registrant to attendee) is 56% for live webinars, based on a 2023 study by ON24.
60-minute webinars attract 2.1x more registrations than 30-minute webinars, based on a 2024 study by GoToWebinar.
90-minute webinars attract 4.6x as many registrations as 30-minute webinars, based on a 2024 study by GoToWebinar.
Training sees a 45% conversion rate from registration to attendance, based on a 2024 study by Hushly.
Communications sees a 67% conversion rate from registration to attendance, based on a 2024 study by Hushly.

Conversion and Acquisition Statistics

15-25% conversion rate for educational and training webinars, based on a 2023 study by ON24.
10-20% conversion rate for sales-focused webinars, based on a 2023 study by GoToWebinar.
5-15% conversion rate for marketing webinars, based on a 2023 study by ON24.
Training and educational webinars see 15-25% conversions, based on a 2023 study by ON24.
Sales-focused webinars with strong CTAs convert 10-20% of attendees, based on a 2023 study by GoToWebinar.
Webinars convert between 5% and 20% of viewers to buyers, based on a 2025 study by Growth Marketing Pro.

Revenue and Business Impact Statistics

80% of businesses say webinars lower their cost per lead compared to $198 for trade shows and $811 for conferences, based on a 2023 study by GoToWebinar.

References

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