40+ Webinar Statistics B2B Marketers Should Know for 2025

If there was ever any doubt in your mind that webinars are a key part of content strategy, let us dispel it. Not only are webinars continuing to rise in popularity — they're also better, faster, and more data-driven than ever before.

For our 2025 Webinar Benchmark Report, we analyzed more than 19K webinars across 418 brands to uncover what's actually going on with B2B webinars. The results? Some trends held up, while others completely surprised us.

And why should this matter to you? Well, whether you're hosting webinars monthly or annually, understanding current benchmarks will help you plan smarter, execute more efficiently, and prove the ROI that leadership wants to see on webinar content.

From optimal industry timing to the explosive growth in AI-enabled content repurposing, our data reveals the roadmap to webinar success in 2025!

TL;DR? Get your key stats here!

Webinar performance in 2025:

• 225% YoY growth in webinars
• 33% average attendance rate (up from 29%)
• 238 average registrants per webinar
• 79.86% of webinars available on-demand
• 2,903% increase in AI-repurposed video clips
• Series drive 30%+ more signups than standalone events

The astronomical rise in webinars shows no signs of slowing down, with B2B companies treating webinars like the cornerstone of their content strategy. We're also seeing cross-functional adoption, with sales, product, and customer success teams leaning on webinars to reach their goals.

• 225% increase in total webinars YoY
• 47 webinars/year is the new average (up from 22 in 2023 and just 13 in 2021)
• 4 webinars/month is now standard for B2B brands
• Growth driven by: AI tools, rising demand for video, and broader adoption across teams

People are showing up for webinars in droves, with the most-attended webinar clocking in at 64K+ registrants! (Don't worry; that's not anywhere close to the benchmark you should aim for.) Both registration and attendance metrics showed healthy growth this year:

• 3.5M total registrants across all webinars in 2024
• 106% increase in registrants YoY
• Average registrants per webinar: 238
• Average attendees per webinar: 51
• Average attendance rate: 33% (up from 29%!)
• Growth driven by: smarter audience segmentation, personalized invitations, and increased use of video promotional content

This year, we dug into some industry-specific patterns that turned conventional scheduling wisdom on its head. It might make sense to schedule your next webinar on a Monday or, if you're in one of the industries listed below, to try hosting your webinar during those peak times.

• Most webinars are held mid-week:
  • Thursday: 28.72%
  • Wednesday: 27.34%
  • Tuesday: 25.99%
• But Mondays see the highest attendance rates:
  • Monday: 38.21%
  • Tuesday: 34.10%
• Industry-specific attendance peaks:
  • Tech: Fridays, 12-3 PM → 44% attendance
  • Finance: Mondays, 6-9 PM
  • Media: Wednesdays, 6-9 PM
  • Manufacturing: Mondays, 9-Noon and Fridays, 6-9 PM
  • Business services: Mondays and Wednesdays, 9-Noon
  • Consulting: Fridays, 9-Noon

As in years past, webinars between 45-60 minutes are the most popular format, but we also saw a lot of growth in short-form videos. Here again, we saw industry-specific variations indicating that the more complex the subject matter, the more willing your audience may be to view longer webinars.

• Most common length: 45–60 minutes (58.3% of all webinars)
• Short webinars (< 30 mins) increased from 3% to 11.3%
• Long webinars (61+ mins) dropped from 21% to 11%
• Average watch time: ~29 minutes
• Industry average durations:
  • Finance: 88 mins
  • Tech: 79 mins
  • Consulting: 63 mins
  • Manufacturing: 63 mins
  • Healthcare: 61 mins
  • Business Services: 57 mins

The evolution toward collaborative, conversational webinars showed up in an increase in average speakers per webinar. When it comes to formats, live events still reign supreme, though pre-recorded webinars have a number of strong use cases.

• Average speakers per webinar: 4
• Webinar formats:
  • Live: 80.7%
  • Pre-recorded: 18.8%
  • RTMP: 0.4%
• Pre-recorded is best for: busy speakers, hybrid events, compliance-heavy industries that require content review, multi-region time zones
• Common pre-recorded use cases: onboarding, product demos, thought leadership, release announcements, training

Audiences have come to expect on-demand availability after a webinar ends, and companies are using evergreen webinar content to build content libraries and reach a bigger global audience.

• 80% of webinars are now published on-demand (up from 53% last year)
• Average on-demand views: 21 per webinar
• 9.5% of total registrants consume on-demand
• 31% of live attendees rewatch later — that's nearly a third!
• 7.15% of registrants only watch on-demand

Hosting active participants during your webinar directly correlates with event success. The chat feature has historically been the most commonly used, and we're a big fan of leveraging polls during events to drive more engagement.

• Most-used engagement features:
  • Chat: 56%
  • Questions: 47%
  • Resource clicks: 27%
  • Polls: 15%
  • CTA clicks: 14%
• Per webinar engagement benchmarks:
  • Chats: 24
  • Resource clicks: 20
  • Poll submissions: 17
  • Questions: 6
  • CTA clicks: 1

The explosion in AI-powered content repurposing represents the most dramatic growth we observed in this year's data set. We also saw a pivot from blogs being the most popular text asset to emails and social posts.

• 226,006 total assets created in Content Lab
• 2,903% increase in video clips (131K in 2024, vs 4.3K in 2023)
• 11,464% increase in text assets (94.7K in 2024, vs 819 in 2023)
• Most common video formats:
  • Default (41%): the default way the video shows up in Content Lab
  • Grid (23%): multi-speaker layout
  • Speaker (18%): individual speaker focus
  • Audiogram (17%): audio-only with static image
• Most common text formats:
  • Emails (37.1%)
  • Social posts (36.8%)
  • Blogs (12.8%)
  • Takeaways (12.8%)

Series programming remained a powerful driver of registration and attendance, reflecting audience demand for ongoing, binge-worthy experiences.

We also saw a landmark reversal — webinars with "webinar" in the title now attract more people! This is likely due to improved quality and elevated audience expectations when it comes to webinars.

• 26% of webinars were part of a series
• "Series" in the title:
  • Average registrations: 309 (vs 238 benchmark)
  • Attendance rate: 38% (vs 33%)
  • 30% more registrations than non-series events
• “Webinar” in the title now drives better performance:
  • Average registrations: 396 (66% more than the benchmark!)
  • Attendance rate: 36% (9% more than benchmark)

The 225% surge in webinar volume reflects a fundamental shift in how B2B companies build Mindshare with their audiences and ultimately drive revenue. Video is now the dominant way to capture attention and get on people's radars, and webinars are the most scalable way to produce high-quality, engaging video content.

"Webinars and virtual events arguably matter more than ever because they’ve become a key way that brands scale their video content."

Webinars are no longer just marketing tools; they've evolved far beyond their traditional roots. Today, sales teams use webinars for deal acceleration, product teams rely on them for roadmap reveals, and customer success teams employ them for successful onboarding. This cross-functional adoption explains why companies are now averaging four webinars a month — nearly four times the volume we saw a few years ago.

Running a strong webinar program boosts your mid-funnel engagement, keeping prospects interested through extended buying cycles. Just look at our on-demand data: The fact that 31% of live attendees go back later and watch the content again on demand is proof that webinars build lasting relationships.

The sky-high repurposing numbers we saw this year just would not have been possible without AI. Automation via AI has completely removed most of the manual labor and bottlenecks that used to be part of the process. In our own workflows, we've seen tasks that used to take weeks cut down to mere minutes, freeing us up to focus on higher-level tasks.

AI makes all of this possible, but the rise in repurposing also represents a core change in how webinars are treated. B2B marketers see webinars as content engines, not standalone events — each webinar is seen as a source of comprehensive, multi-channel content that can fuel marketing efforts well into the future.

Repurposing webinars into social media posts, video clips, email campaigns, and more means that the webinar ROI goes way past the actual event. That webinar is now as valuable as all of the content assets that came from it!

We're seeing a massive transition from singular-event thinking to viewing webinars as content machines.

To get the maximum value out of each webinar, stop thinking of webinars as single-use events and treat them like the content engines they are.

The Content Lab data speaks for itself:

• 2,903% increase in video clips created YoY
• 11,464% surge in text assets generated from webinar content
• 226,006 total assets produced across all users in 2024

Here are just a few high-performing assets you can create from a single webinar:

• Teaser video clips featuring hot takes or key moments
• Email sequences highlighting different takeaways
• Blog posts expanding on discussion points
• Audiograms featuring popular speakers
• Social media posts featuring sizzle reels

With repurposing, you can finally reach your audience across the channels where they actually spend time: their email inboxes, LinkedIn feeds, YouTube, etc. You're creating multiple touchpoints for prospects, building valuable Mindshare and staying top of mind when it's time to make a purchasing decision.

Based on our analysis of almost 20K webinars, here's the blueprint for a strong webinar.

TL;DR planning guide:

• Length: 45–60 mins
• Speakers: 4
• Time: Friday AM or PM (depending on industry)
• Use “series” and “webinar” in title
• Plan ahead for repurposing
• Make on-demand available

The timing analytics in particular gives you a lot to experiment with. We know that most companies cluster their webinars mid-week, but we've also seen that Mondays have the highest attendance rates. Industry-specific patterns showed even more opportunities on Fridays and other off-peak times.

Remember that the below benchmarks are just that — current averages that can show you how your webinars are performing. If your numbers feel off to you, test out different approaches and see what makes an impact.

Performance benchmark metrics:

• Registrants: 238
• Attendees: 51
• Attendance rate: 33%
• Average on-demand views: 21
• On-demand conversion rate: 9.5%

Webinars are evolving at lightning speed. It's no longer enough to just show up with an hour of content presented by a solo speaker and hope for the best. The data shows that top performing B2B companies are building webinars into the very foundation of their content strategies.

There are some common characteristics across companies: Brands are hosting series rather than standalone events. They're making content available on demand long after the event ends. They're inviting more than one speaker for each event to foster more of a conversational feel. They're also using AI tools to remove traditional barriers to content repurposing.

Numbers never lie, and this year's 225% growth in webinar volume and more than 11K% increase in repurposed assets are pretty staggering. Take the time to review the information, benchmark your own performance, and explore tools that can help improve your webinar strategy!