Oltre 21 statistiche sui webinar che ogni azienda dovrebbe conoscere nel 2024

If you want more leads and increased revenue, you've got to set yourself apart. But with plenty of competition and constant changes in the business world, how do you stand out?

Webinars are an excellent option. In fact, based on TwentyThree's research, 80% of companies polled said they're either increasing their webinar budget in 2026 or keeping it the same as in 2025, which is strong evidence of their effectiveness. Whether you want to engage more leads, share information, or simply raise brand awareness, webinars can help.

In this post, we'll delve into 42 webinar statistics that highlight why webinars are great for marketing. We have stats on key fields like webinar length, average webinar conversion rate, and average webinar attendance rate, so you can explore strategies for improving webinar attendance and hosting engaging and memorable webinars.

I webinar sono diventati uno strumento fondamentale per le moderne strategie di marketing e comunicazione. Le seguenti statistiche sui webinar delineano l’attuale panorama e ti forniscono le conoscenze necessarie per migliorare le tue attività con alcune delle migliori piattaforme per webinar.

Ecco alcune statistiche generali sui webinar:

1. Il mercato degli eventi virtuali è stato valutato a 198,7 miliardi di USD nel 2024 e si prevede che raggiungerà 849,53 miliardi di USD entro il 2035, con un tasso di crescita annuo composto (CAGR) del 14,12% tra il 2025 e il 2035. (Market Research Future)
2. Il 98% degli operatori di marketing aveva in programma di migliorare i propri webinar con l’IA nel 2025. (Kaltura)
3. Oltre il 30% delle organizzazioni crea webinar da quattro anni o più. (TwentyThree)
4. La crescita dei webinar mostra pochi segni di rallentamento: quasi il 17% dei creatori afferma di aver avviato il proprio programma di webinar nel 2023 o 2024. (TwentyThree)
5. Il 52% degli operatori di marketing B2B afferma che gli eventi e i webinar sono tra i canali più efficaci per la diffusione di contenuti di leadership di pensiero. (Content Marketing Institute)
6. Quasi la metà di tutte le organizzazioni che creano webinar organizza 11 o più webinar all‘anno, con il 7% che ne produce almeno 100. (TwentyThree)
7. Il costo medio di un webinar per lead è di 72 USD. (Visitor Queue)
8. Il 68% degli operatori di marketing B2B raccoglie dati di prima parte attraverso esperienze basate sui contenuti, come webinar, risorse ad accesso limitato e strumenti interattivi. (Content Marketing Institute)
9. Il 22% degli operatori di marketing B2B utilizza i webinar come parte della propria strategia di personalizzazione dei contenuti su tutti i canali. (Content Marketing Institute)
10. Quasi il 90% delle organizzazioni ha organizzato un numero di webinar uguale o maggiore rispetto allo scorso anno. (TwentyThree)
11. Oltre un terzo delle organizzazioni che creano webinar dispone di un team o di un project manager dedicato ai webinar. (TwentyThree)

With changing technology and increasing advances in AI, does webinar data show that webinars are still worth it in 2026? In short, absolutely.

Ecco alcuni dati convincenti che confermano la nostra valutazione:

12. The average live webinar attendance rate is 49%, meaning nearly half of registrants show up to watch. (Univid)

13. Total webinar attendance (including replays) reaches about 57%, showing ongoing engagement beyond the live event. (Univid)

14. Ninety-two percent of event professionals say improving post-event follow-up is a top priority for maximizing ROI. (Forrester)

15. Between 2025 and 2026, there has been nearly 20% growth in the number of organizations integrating webinars into their marketing plans. (TwentyThree)

16. Sixty-six percent of companies that create webinars say webinars are extremely or very important elements of their digital strategy. (TwentyThree)

17. Webinars have an average conversion rate of 63%. (TwentyThree)

La forza dei webinar varia a seconda dei settori. Alcuni settori vi fanno molto affidamento, mentre altri privilegiano metodi di somministrazione diversi. L'approfondimento delle statistiche sui webinar specifici del settore fa luce su quali campi sono più attivi in questo spazio e in che modo i temi dei contenuti differiscono.

Here are some industry-specific webinar stats:

29. One analysis showed that the industry with the highest attendance rate is pharmaceutical (50%), while the lowest are software and services (28%), diversified capital markets (20%), and education services (20%). (Banzai)

30. Sixty-seven percent of organizations creating webinars use them to educate customers and improve their experience, with lead generation coming in second at 65%. (TwentyThree)

31. Sixty-five percent of marketers repurpose webinar content, which is a time-saving, money-saving, and audience-building tactic. (Kaltura)

32. Startups with under $1 million in revenue see half the attendance rate of companies with $1 million to $10 million in revenue. (Banzai)

33. For marketers, 24% report that webinars are their most important tool and play an important strategic role. (Kaltura)

34. Twenty-five percent of webinar-creating organizations plan to spend more on webinars going forward, with 55% planning to spend about the same amount. (TwentyThree)

35. The virtual events industry is expected to reach a value of around $1.03 trillion by 2032, at a compound annual growth rate of about 14% between 2023 and 2032. (Custom Market Insights)

36. Marketing teams use webinars the most (85%), with sales (71%) a close second. The lowest use comes from design (9%) and HR/recruitment (8%). (TwentyThree)

Webinars are no longer simple online presentations. The key to unlocking their potential lies in conversions — turning viewers into active participants who take the next step in their journey with your brand.

Here are some webinar benchmarks related to conversion:

37. Webinars attract an average of 308 sign-ups, with a 58% attendance rate. (TwentyThree)

38. The average conversion rate of live webinars is 63%, and the average on-demand conversion rate is 19%. (TwentyThree)

39. The average webinar conversion rate of webinar CTAs is 22%, meaning roughly 1 in 5 attendees take the desired next step after the event. (Univid)

40. Having 2 CTAs gets you maximum conversion (25%). (Univid)

41. Webinars with 50-100 attendees see the highest CTA conversion rates, averaging 26%. (Univid)

42. Fifty-two percent of marketers say first-party data improves targeting and personalization, both key drivers of higher conversion rates. (Content Marketing Institute)

Zoom Webinars is designed to help you move beyond basic presentations and deliver structured, engaging experiences that audiences actually remember. Whether you're hosting Zoom Meetings or Zoom Webinars, you can scale participation, manage interaction, and maintain a professional environment from start to finish.

With Zoom Webinars, you can create immersive online experiences that drive knowledge sharing, collaboration, and dynamic audience interaction. And when you're ready, you can go bigger and upgrade your single-session virtual events with Zoom Webinars Plus to support multi-session programming, deeper engagement, and stronger brand experiences.