2024년에 모든 기업이 알아야 할 21가지 이상의 웨비나 통계

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.

웨비나는 오늘날의 마케팅 및 커뮤니케이션 전략을 위한 도구로 자리 잡았습니다. 다음의 웨비나 통계를 통해 현재의 웨비나 상황을 명확하게 이해하고 최고의 웨비나 플랫폼에서 웨비나 관련 활동을 개선할 수 있습니다.

다음은 몇 가지 일반적인 웨비나 통계입니다.

1. 가상 이벤트 시장의 가치는 2024년에 1,987억 달러 규모로 평가되었으며, 2025년부터 2035년까지 연평균 14.12%의 성장률을 기록하여 2035년에는 8,495억 3,000만 달러에 이를 것으로 예상됩니다. (Market Research Future)
2. 마케터의 98%는 2025년에 AI를 활용하여 웨비나를 개선할 계획입니다. (Kaltura)
3. 조직의 30% 이상이 4년 이상 웨비나를 제작해 왔습니다. (TwentyThree)
4. 웨비나의 성장은 둔화될 기미가 거의 없으며, 웨비나 제작자의 17%가 2023년 또는 2024년에 웨비나 프로그램을 시작했다고 응답했습니다. (TwentyThree)
5. B2B 마케터의 52%는 강연 이벤트와 웨비나가 사고 리더십 콘텐츠를 배포하는 데 가장 효과적인 채널 중 하나라고 응답했습니다. (Content Marketing Institute)
6. 웨비나를 제작하는 조직의 절반 가량이 연간 11개 이상의 웨비나를 진행하며, 7%는 100개 이상을 제작합니다. (TwentyThree)
7. 리드당 평균 웨비나 비용은 $72입니다. (Visitor Queue)
8. B2B 마케터의 68%는 웨비나, 유료 자산, 대화형 도구와 같은 콘텐츠 중심 경험을 통해 자사 데이터를 수집합니다. (Content Marketing Institute)
9. B2B 마케터의 22%는 채널 전반에 걸친 콘텐츠 개인화 전략의 일환으로 웨비나를 활용합니다. (Content Marketing Institute)
10. 거의 90%의 조직이 작년 대비 동일한 수의 웨비나 또는 더 많은 웨비나를 진행했습니다. (TwentyThree)
11. 웨비나를 제작하는 조직의 3분의 1 이상이 전담 웨비나 팀이나 프로그램 관리자를 두고 있습니다. (TwentyThree)

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

다음은 이러한 평가를 뒷받침하는 몇 가지 핵심 데이터 포인트입니다.

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)

웨비나의 영향은 업종에 따라 다릅니다. 일부 업종에서는 웨비나에 크게 의존하는 반면, 다른 업종에서는 다양한 커뮤니케이션 방식을 선호합니다. 산업별 웨비나 통계를 살펴보면 특정 영역에서 가장 활발한 분야와 콘텐츠 테마가 어떻게 다른지 살펴볼 수 있습니다.

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.