Webinar Marketing Statistics 2026: Attendance, Conversion and Cost

Direct Answer

Live registration-to-attendee conversion landed at 60% on the ON24 platform in 2025, while a broader B2B sample reported a 41.6% median, average live attendance sat in the 44% to 50% band, and replay drove 42% of total views. These figures come from ON24’s 2026 Digital Engagement Benchmarks, Wistia’s 2026 webinar benchmarks (drawn from 900+ professionals and Wistia-hosted events), TwentyThree’s 2026 State of Webinars, Contrast’s webinar benchmarks, and a Digital Applied aggregation of roughly 12,400 B2B webinars. Cost per attended attendee for fully loaded mid-market programs ranged from $34 to $87, with mid-market budgets between $4,200 and $12,400 (Digital Applied). Wistia reported that 43% of teams spent under $1,000 on webinars in 2025, while 9% spent more than $30,000.

Cite This Report

Use this URL when citing in your own analysis: https://konabayev.com/blog/webinar-marketing-statistics-2026/. Suggested citation: Konabayev, T. (2026). Webinar Marketing Statistics 2026: Attendance, Conversion and Cost. konabayev.com. Last verified May 10, 2026.

If you need raw data, machine-readable copies are available here:

• CSV: /data/webinar-marketing-statistics-2026.csv
• JSON: /data/webinar-marketing-statistics-2026.json
• JSONL: /data/webinar-marketing-statistics-2026.jsonl

Primary source pages used in this report: Wistia 2026 webinar benchmarks, ON24 2026 benchmark summary, MarketingCharts ON24 summary, TwentyThree State of Webinars 2026, Contrast webinar statistics 2026, and Digital Applied webinar statistics 2026.

For related context, see our B2B marketing benchmarks 2026 and content marketing statistics 2026 reports.

Top Citable Claims

Each claim below is sourced and dated; do not strip the source when quoting these figures.

Claim	Source	Caveat
ON24 reported 60% registration-to-attendee conversion in 2025, up from 57% in 2024 and 56% in 2023.	ON24 and MarketingCharts	ON24 platform benchmark.
The average ON24 webinar reached 239 attendees in 2025, an 11% year-over-year increase, with Q4 2025 averaging 254 attendees against 219 in the same quarter the prior year.	ON24	ON24 platform benchmark.
Wistia found that about 40% of webinar registrants attend live, and one third of webinars still receive plays three months later.	Wistia	Wistia source pool combines survey and platform data.
Contrast reported average live attendance between 44% and 50%, with 42% of views coming from on-demand replay.	Contrast	Vendor benchmark, audience mix matters.
Digital Applied’s aggregation of roughly 12,400 B2B webinars showed a 41.6% median live registration-to-attend rate, a 46.2% mean and a 28.4% bottom-quartile cutoff.	Digital Applied	Aggregator benchmark.
Wistia found that 43% of teams spent under $1,000 on webinars in 2025, 35% spent $1,000 to $10,000, 13% spent $10,000 to $30,000, and 9% spent more than $30,000.	Wistia	Spending band, not average cost.
ON24 platform data showed demo bookings rising 73%, CTA engagement per attendee rising 49%, meeting bookings during webinars rising 4x, and live chat with sales rising 51% year over year.	ON24	Platform benchmark, not market average.
TwentyThree found 68% of organizations repurpose webinars into clips, articles, social content or other formats, while only 48% integrate webinar data into the marketing stack.	TwentyThree	Public landing page exposes selected findings.

Attendance

Live attendance ranges from roughly 40% to 60% of registrants depending on the dataset, with on-demand viewing closing much of the gap. Wistia’s 2026 benchmark report, drawn from 900+ professionals and Wistia-hosted events, found that about 40% of registrants attended live. ON24’s 2026 Digital Engagement Benchmarks, based on platform data, reported a higher 60% registration-to-attendee conversion in 2025, up from 57% in 2024 and 56% in 2023. The MarketingCharts secondary summary of ON24’s data confirms the same trajectory.

ON24’s average webinar reached 239 attendees in 2025, up 11% year over year. Q4 2025 averaged 254 attendees, compared with 219 in the same quarter the prior year. Of all 2025 viewers on the ON24 platform, 67% attended the live broadcast and 43% watched on demand, with the on-demand share rising one percentage point each year between 2022 and 2025.

The Contrast benchmark, which sits between Wistia and ON24, reported average live attendance in the 44% to 50% range. Digital Applied’s aggregation of roughly 12,400 B2B webinars produced a 41.6% median live registration-to-attend rate, a 46.2% mean and a 28.4% bottom-quartile cutoff. Webinars with under 100 registrants saw 6% higher attendance, according to Contrast, suggesting that smaller, more targeted lists tend to convert a higher share of registrants.

For broader audience benchmarks across owned channels, our B2B lead generation statistics 2026 report covers comparable conversion ranges across other formats.

Conversion and Pipeline

Webinars influence pipeline well beyond live attendance, with replay and any-touch attribution driving the majority of recorded revenue impact. Digital Applied reported that replay-only converters represented 58% of webinar pipeline. Webinar-sourced revenue was 8.4% of marketing-sourced ARR for B2B SaaS in their sample, while webinar-influenced revenue under any-touch attribution was 27.6% of closed-won ARR. Attendee accounts closed 18% faster and had a 14% larger average deal size than comparable non-attendee accounts.

ON24’s 2026 benchmarks show that interactive activity tied to deal motion is rising. Demo bookings rose 73% year over year, CTA engagement per attendee rose 49%, webinar engagement reactions per attendee rose 18%, and live chat with sales rose 51%. Meeting bookings during webinars rose 4x. Inside the content hub, demo requests rose 73% and pricing quote requests rose 43%. The MarketingCharts summary confirmed that total engagements per webinar rose 18% and reactions rose 43% year over year.

ON24 also reported median activity per webinar: 150 poll responses, 101 resource downloads, 69 certifications, 52 reactions, 19 survey responses and 1.8 interactions per attendee. The MarketingCharts summary noted that interactions per attendee rose 7% to 1.8 and resource downloads rose 11% to 101.

Contrast offers a buyer-side view: nearly 63% of attendees make purchase decisions after attending a webinar, and 91% of B2B professionals name webinars their favorite content format. For deeper pipeline math, see our B2B SaaS conversion benchmarks 2026 report and the conversion rate optimization playbook.

Replay and Repurposing

On-demand replay carries a large share of total views and influences the majority of pipeline that webinars generate. Wistia reported that one third of webinars still receive plays three months after the live event, 60% of teams turn webinars into on-demand recordings, and nearly 90% repurpose webinar content in some form. Contrast found that 42% of all views come from on-demand replay, even though many programs are still measured against live attendance.

ON24’s platform data showed that on-demand viewing made up 43% of total views in 2025, with the on-demand share rising one point per year from 2022 to 2025. The MarketingCharts summary noted that 43% joined on demand in 2025, down from 45% in 2024 in their cross-section of the ON24 dataset, with the difference reflecting which subset of programs is included.

TwentyThree’s 2026 State of Webinars found that 68% of organizations repurpose webinars into clips, articles, social content or other formats, but only 48% integrate webinar data into the marketing stack. That integration gap means many programs lose attribution and follow-up signal even when they reuse the recording. Digital Applied’s claim that replay-only converters represent 58% of webinar pipeline reinforces the importance of treating the recording as a first-class asset rather than a leftover.

For workflows that turn long-form recordings into reusable assets, see our content marketing statistics 2026 and marketing automation statistics 2026 reports.

Costs and Budgets

Reported webinar budgets vary widely, with most teams spending under $10,000 per program and enterprise builds running into five figures. Wistia found that 43% of teams spent under $1,000 on webinars in 2025, 35% spent between $1,000 and $10,000, 13% spent between $10,000 and $30,000, and 9% spent over $30,000. Wistia also noted that 24% of organizations did not host webinars at all.

Digital Applied broke down fully loaded mid-market costs at $4,200 to $12,400 per webinar, with cost per attended attendee between $34 and $87. They distinguish between mid-market standard programs at $4,200 to $8,800 and mid-market programs with paid promotion at $9,400 to $12,400. Enterprise analyst or custom programs ranged from $18,000 to $35,000 or more per webinar. Reported payback was 6 to 9 months including replay pipeline.

Acquisition cost varies sharply by channel. Digital Applied reported LinkedIn paid promotion at an average $42 per senior B2B registrant, paid search at $78, and programmatic at $96. Owned email drove 71% of registrations, LinkedIn 14%, and partner co-marketing 8%. Contrast reported the average webinar cost per lead at $72, with a $45 to $98 range.

Budget planning teams may also find our email marketing benchmarks 2026 report useful, since owned email is the dominant registration channel in both the Digital Applied and Wistia samples.

Timing and Duration

Mid-week mid-day slots and shorter formats deliver the strongest combination of registration and attendance, according to Contrast and Digital Applied. Contrast reported that Tuesday webinars saw 49.71% live attendance. Monday had 53.26% raw and Friday 52.02% raw attendance, but both days produced fewer registrations. Thursday attracted 8% more registrants than Tuesday, but with weaker attendance. By time of day, 2pm reached 55%, 11am 50% and 10am 49%. Seasonally, January saw 51% attendance and March and April both 50%.

Digital Applied reported that Tuesday and Wednesday at 11am ET delivered a 19% lift in registration-to-attend versus other slots. They also found that 35 to 45 minute webinars held 73% audience retention versus 51% for 50 to 60 minute sessions.

Contrast’s data on length is mixed: 90-minute webinars showed the highest live attendance at 67%, while 45-minute saw 49%, 60-minute 47% and 30-minute 44%. Sixty-minute webinars had 37% completion. The discrepancy is consistent with audience self-selection: attendees who commit to 90-minute slots may be more qualified, while shorter formats have lower friction and broader appeal but more drop-off.

Contrast also reported that a 3-step reminder sequence delivered 27% higher live attendance, and that educational sessions generated 53% more ROI than product demos. The average webinar in Contrast’s sample attracted 128 registrants. For a deeper look at platform choices that affect run-of-show, see our webinar software overview.

Methodology and Caveats

Each source uses a different sample, definition and reporting window, so do not blend the numbers without naming the source. Wistia’s 2026 benchmarks combine survey responses from 900+ professionals with platform data from Wistia-hosted events and the State of Video Report. ON24’s 2026 Digital Engagement Benchmarks come from ON24 platform data only. MarketingCharts published a secondary summary of ON24’s data, so figures from both ON24 and MarketingCharts in this report describe the same underlying dataset. TwentyThree’s 2026 State of Webinars draws on its own customer base and survey. Contrast publishes ongoing benchmarks based on its platform usage and customer surveys. Digital Applied is an aggregator combining data from roughly 12,400 B2B webinars across multiple platforms and clients.

Several caveats are worth keeping visible:

• Wistia’s “about 40% attend live” and ON24’s “60% registration-to-attendee conversion” describe different denominators and platform mixes. Quote each on its own dataset.
• ON24’s audience skews toward larger, frequent webinar producers, and the 239-attendee average reflects that mix.
• Contrast’s 90-minute attendance figure (67%) likely reflects audience self-selection, not a recommendation to lengthen webinars by default.
• Digital Applied’s 41.6% median sits below ON24’s 60% in part because the aggregator pool includes smaller and less mature programs.
• Wistia’s spending bands describe the share of teams in each bracket, not the average program cost.
• Year-over-year deltas like “demo bookings rose 73%” come from the ON24 platform sample and may not generalize to other platforms.

We did not adjust, blend or estimate any figure. Where two sources disagree (for example on live attendance share), both figures are reported with their source so you can pick the one that fits your context.

FAQ

Common B2B questions about webinar attendance, conversion, cost and timing, answered using the source-locked datasets above.

What share of webinar registrants typically attend live?

About 40% to 60% of registrants attend live, depending on the dataset. Wistia reported around 40% live attendance in its 2026 benchmarks of 900+ professionals. ON24’s platform data put live registration-to-attendee conversion at 60% in 2025, up from 57% in 2024 and 56% in 2023. Contrast saw average live attendance between 44% and 50%, and Digital Applied’s aggregation of about 12,400 B2B webinars produced a 41.6% median.

How much of webinar pipeline comes from replays versus live attendance?

Digital Applied reported that replay-only converters represent 58% of webinar pipeline, and Contrast found that 42% of total views come from on-demand replay. Wistia reported that one third of webinars still receive plays three months after the live event, and that 60% of teams turn each webinar into an on-demand recording, with nearly 90% repurposing webinar content in some form.

What is a realistic cost per attended attendee?

Digital Applied reported $34 to $87 per attended attendee for fully loaded mid-market programs. Contrast reported an average webinar cost per lead of $72, with a $45 to $98 range. Channel-level acquisition cost from Digital Applied was $42 per senior B2B registrant on LinkedIn paid promotion, $78 on paid search and $96 on programmatic.

How big a budget do most teams spend on webinars?

Wistia found that 43% of teams spent under $1,000 in 2025 and 9% spent more than $30,000, with most of the rest in between. Specifically, 35% spent $1,000 to $10,000 and 13% spent $10,000 to $30,000. Digital Applied placed fully loaded mid-market programs at $4,200 to $12,400 per webinar, with mid-market standard at $4,200 to $8,800 and mid-market with paid promotion at $9,400 to $12,400. Enterprise analyst or custom programs ranged from $18,000 to $35,000 or more.

When and how long should a B2B webinar be?

Digital Applied recommends Tuesday and Wednesday at 11am ET, where they observed a 19% lift in registration-to-attend, and 35 to 45 minute formats that hold 73% retention versus 51% for 50 to 60 minute sessions. Contrast’s weekday data showed Tuesday at 49.71% attendance, with Monday and Friday higher in raw attendance but lower in registrations. Contrast’s 2pm time slot reached 55% attendance, 11am 50% and 10am 49%. Contrast also found that a 3-step reminder sequence delivered 27% higher live attendance.

Are webinars actually moving deals, or just generating leads?

ON24 platform data shows that interactive activity tied to deal motion is rising. Demo bookings rose 73% year over year, meeting bookings during webinars rose 4x, live chat with sales rose 51%, and content hub demo and pricing quote requests rose 73% and 43% respectively. Digital Applied reported that attendee accounts close 18% faster and produce 14% larger average deal sizes than comparable non-attendee accounts, and that webinar-influenced revenue under any-touch attribution reached 27.6% of closed-won ARR for B2B SaaS in their sample.

How are teams reusing webinar content after the live event?

Wistia reported that nearly 90% of organizations repurpose webinar content and 60% turn webinars into on-demand recordings. TwentyThree found that 68% of organizations repurpose webinars into clips, articles, social content or other formats, but only 48% integrate webinar data into the marketing stack, leaving an attribution gap. Contrast’s finding that 42% of views come from on-demand replay reinforces that the recording is often the larger share of total reach.

Last verified: May 10, 2026.