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1ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
ON24 WebinarBenchmarksReport
2015 EDITION
ON24 BENCHMARKS REPORT
2ON24 Webinar Benchmarks Report | 2015 edition
TABLE OF CONTENTS
ON24 BENCHMARKS REPORT
EXECUTIVE SUMMARY 03
METHODOLOGY
PRE-WEBINAR BENCHMARKS 05
DRIVING REGISTRATION PROMOTIONAL TOOLS SCHEDULING WEBINARS
WEBINAR BENCHMARKS 10
REGISTRATION DATA ATTENDANCE DATA VIEWING DURATION INTERACTIVE TOOLS
POST-WEBINAR BENCHMARKS 15
ON-DEMAND VIEWING INTEGRATION INTO VIRTUAL ENVIRONMENTS
CONCLUSION 19
3ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
EXECUTIVE SUMMARY
Webinars have never had a more important role for companies
than they do today. Webinars are how we connect to our
customers, partners and prospects and how we communicate
with and train our employees. Perhaps the most important
role for webinars today is for marketers. As buyers increasingly
self-educate across the entire buying cycle, marketers are now
responsible for driving prospects from a first engagement almost
to the point of sale. Webinars have become the primary
source of information that buyers turn to at key stages of the
purchase decision. A few years ago, webinars were primarily used
for top-of-funnel lead generation tactics only; now, webinars
are being used to nurture prospects through each stage of the
buyer’s journey, taking a much bigger role in the marketing and
sales process. This report highlights key data in the lifecycle of
delivering a webinar, including webinar promotions, webinar
delivery, audience behavior and webinar syndication.
4ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
EXECUTIVE SUMMARY [CONTINUED]
METHODOLOGY
The findings in this report were compiled by ON24, the world’s leading webinar
marketing platform. In 2014, ON24 supported over 40,000 webcasts globally,
and this report is based on a random subset of those events. Variables were
measured from webcasts that included the following criteria:
• Webinars held between January – December of 2014
• Conducted from a cross section of 500+ organizations
• 9,375 webinars were measured in the analysis
• Company size ranges from large enterprise to SMB
This study measured statistics across the entire lifecycle of a webinar, including
webinar promotion and registration metrics, webinar interactivity metrics,
audience viewing habits and both live and on-demand attendance and
conversion metrics.
Unless noted otherwise, webinar event types are defined as:
• Live webinars: audio or video-based events that are streamed on a
specific day and time.
• On-demand webinars: audio or video-based events that are
streamed upon request anywhere, anytime. These also include live
webcasts that have been archived for additional viewing.
• Audio webinars: events that are streamed with audio plus slides.
• Video webinars: events that are primarily streamed with video or
include integrated video clips.
Unless noted otherwise, audience information is defined as:
• Registrants: people who registered to view an event.
• Attendees: people who registered to view an event and
attended that event.
5ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
One of the top challenges in delivering successful webinars remains
the ability to drive registration. This year’s benchmark continues the
trend towards longer promotional cycles, implying additional email
drops and extended social promotion. Longer promotional cycles
enable marketers to increase the number of email drops while avoiding
spamming their mail lists.
PRE-WEBINAR BENCHMARKS
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
PROMOTIONAL CYCLE
6ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
BEST DAYS TO SEND PROMOTIONAL EMAILS
The heart of the week, Tuesday, Wednesday and Thursday, are the top days
for sending promotional emails, with the three days in a statistical tie (23%)
for highest registrations by days of the week. Trending over the last few years
shows Tuesday through Thursday consistently outperforming other days of
the week but with Monday consistently performing better than Friday,
Saturday and Sunday.
PRE-WEBINAR BENCHMARKS [CONTINUED]
BEST DAYS PROMO EMAILS
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
7ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
PRE-WEBINAR BENCHMARKS [CONTINUED]
BEST DAYS FOR WEBINAR ATTENDANCE
Much like the best days for webinar promotions, the sweet spot for running
webinars is the middle of the week, with Wednesday and Thursday (28%)
having the highest attendance, followed closely by Tuesday (25%). There is a
huge drop off on the other days, with the next highest performing day,
Monday, at 9%. These results reflect the fact that Tuesday through Thursday are
the primary days that webinars are run; however, this is largely due to time-
tested trial and error.
BEST DAYS WEBINAR ATTENDANCE
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
8ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
PRE-WEBINAR BENCHMARKS [CONTINUED]
BEST TIMES TO RUN WEBINARS
The key to choosing the best time to run your live webinar is finding a time
that supports the broadest possible geography. In North America, the time slot
with the most attendees (24%) was 11AM PST/2PM EST. This time avoids both
commuting times on the west coast and lunch on the east coast. The next best
performing time slots (at 17% and 18% respectively) were 10AM PST/1PM EST
and 12PM PST/3PM EST. The results shown are the top five performing times
by percentage of total attendees.
BEST TIME
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
9ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
WEBINAR BENCHMARKS
REGISTRANT TO ATTENDEE CONVERSION
Perhaps the most stable benchmark over the last few years has been
registrant-to-attendee conversion, which has held steady at 42%. This result
is slightly influenced by partner and training events that typically have a higher
attendance percentage and thus drive the conversion number slightly higher.
For marketers, a registrant-to-attendee conversion performing anywhere
between 35% and 45% should be considered a strong result.
REGISTANT TO LIVE ATTENDEE AVERAGE ATTENDEE RATE
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
10ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
WEBINAR BENCHMARKS [CONTINUED]
AVERAGE ATTENDEE RATE
As the popularity of webinars grows, so do average attendee rates. We
measured average attendance in multiple ways by shifting the minimum
number of total attendees. Measuring events that have a minimum of five
attendees may include small meetings or presentations that could skew
the definition of what some companies consider a “webinar”. In every case,
however, the average attendee rates continue to rise.
We also looked at the average attendance percentage by a sliding scale of
minimum attendee numbers. The biggest growth in attendee size came when
we measured events that had a 1,000+ minimum attendance number, which
grew from 1% in last year’s report to 9% in this year’s report. This signifies that
webinars that draw over 1,000 attendees are no longer limited to events held
by large enterprise brands.
PREVIOUS YEAR
1%
NUMBER ATTENDING
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
11ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
WEBINAR BENCHMARKS [CONTINUED]
AVERAGE VIEWING TIME
At a time when most marketers are talking about the need for “snackable” bite-
sized content to appeal to the limited attention spans of their target audiences,
webinars continue to defy the trend. Over the past five years, webinar viewing
time, for an average one-hour webinar, has steadily risen and has stabilized
over the past two years at 56 minutes.
VIEWING TIME - LIVE
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
VIEWING TIME - LIVE - PREVIOUS YEARS
12ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
WEBINAR BENCHMARKS [CONTINUED]
AUDIENCE ENGAGEMENT BENCHMARKS
Another reason for the steady increase in average webinar viewing times (listed
on the preceding page) is the increasing level of audience interactivity and
engagement in the webinar experience. For this study, we first looked at the
average usage of the many interactivity tools available on the webinar platform.
Not surprisingly, Q&A is the most used interactivity tool at 82%. It has become
almost expected that there will be a Q&A period at the end of every presentation.
However, there has also been significant growth in the use of other interactivity
tools, including 35% of webinars integrating social media applications, such as
Twitter, Facebook and LinkedIn, and 24% of webinars using polling as a way to
directly engage audience members.
INTERACTIVITY
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
13ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
WEBINAR BENCHMARKS [CONTINUED]
We also measured audience participation in the webinar experience,
choosing three metrics that marketers can use to score leads by gauging
audience interest. These benchmarks represent the percentage of audience
members that participated in the listed activity. These numbers will continue
to rise as webinar hosts learn to more effectively encourage the participation
of their audience members.
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
14ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
WEBINAR BENCHMARKS [CONTINUED]
INTEGRATION OF VIDEO
This is the second year that we measured the integration of video into
webinars. This benchmark is defined by the following types of video:
• Video streaming
• Webcams
• Integrated video clips
Webinars that integrated video increased dramatically, from 9% in 2013 to
16.5% in 2014, highlighting that companies are clearly trying to increase the
level of engagement and visual appeal of their webinars. Adoption of video has
likely increased due to the evolution of video technology, reduced costs and
the ability to reliably push video without bandwidth constraints.
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
VIDEO INTEGRATION
PREVIOUS YEAR
9%
15ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
POST-WEBINAR BENCHMARKS
ON DEMAND VIEWING
Perhaps the most important trend in webinars is the steady increase in
on-demand viewing. This is driven by a number of factors, including:
• There are only so many webinars that people have the time to view live
• Most webinars are held at the same days and at the same times
(see Pre-Webinar Benchmarks)
• Mobile access has enabled viewers to watch webinars at the time and
place of their choosing
This report measures on-demand benchmarks in two key ways:
• On-demand viewers who registered for the live webinar
• People who registered for a webinar after the live date
One of the more dramatic trends we have seen is the increase of people who
registered for a live event but viewed it on demand. This number climbed from
21% in 2013 to 43% in 2014. Note that 8.3% of the people who registered for
the live event viewed it live and also on demand. This repeat viewing can be
the result of people having to drop off the live airing and wanting to catch up
on what they missed or in some cases people who want to go back and
re-view specific parts of the presentation.
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
ON DEMAND VIEWERS -
REG LIVE
VIEWED LIVE AND
ON DEMAND
ON DEMAND REG -
POST LIVE
16ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
POST-WEBINAR BENCHMARKS [CONTINUED]
POST LIVE REGISTRANTS
Of the total webinar registrants in this study, 20.6% registered after the live
event was over. These are people who registered to view a pre-recorded,
on-demand webinar. That number is up slightly from 18.5% the previous year,
showing that webinar audiences are increasingly comfortable registering for
and viewing a webinar after the live date has passed. Further, on-demand
registrations can occur many weeks after the initial live airing, particularly
as companies find new ways to promote their on-demand content.
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
POST LIVE REGISTRATION
17ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
POST-WEBINAR BENCHMARKS [CONTINUED]
ON DEMAND VIEWING TIME
While average viewing times for live webinars have grown to 56 minutes,
the average viewing time for on-demand webinars is 29 minutes. The lower
viewing time is likely a result of a number of factors, including:
1. Some on-demand viewers also viewed live and simply needed to catch up
on missed content.
2. Most on-demand webinar tools enable audience members to fast forward
through webinar content, allowing them to find the content that they are
particularly interested in.
3. On-demand webinars can be viewed multiple times.
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
ON DEMAND VIEWING
18ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
POST-WEBINAR BENCHMARKS [CONTINUED]
WEBINARS INTEGRATED INTO VIRTUAL ENVIRONMENTS
For the second straight year, we calculated the percentage of webinars that
were integrated into virtual environments. Examples of virtual environments
include virtual learning environments, virtual executive briefing centers, client
portals, virtual partner centers, virtual trade shows and virtual user conferences.
These environments often feature multiple webinar presentations, presented
both live and on demand, directly from the virtual portal. This year, 20% of the
webinars studied were at some point integrated into a virtual environment.
This is up 1% from last year.
200+LIVE ATTENDEES
43%
56%
64%36%
36% 20% 9%
17% 7% 31%
16.5% 56 38 53 56
26%
15+ 8-14 1-7
19% 31% 24%
2010
AVERAGE
MIN MIN
DAYS DAYS DAYS
MIN MIN
REGISTANT TO LIVE ATTENDEE PROMOTIONAL CYCLE
BEST DAYS PROMO EMAILS
VIEWING TIME - LIVE
INTERACTIVITY
REGISTRATION PERCENTAGE
AVERAGE ATTENDEE RATE BEST TIME
ON-DEMAND VIEWERS - REG LIVE
ENGAGEMENT METRICS
NUMBER ATTENDING
ATTENDEES
EVENTS W/
2012 2013
17%
MON
23%
TUE
23%
WED
23%
THU
11%
FRI
2%
S/S
BEST DAYS PROMO EMAILS - PREVIOUS YEAR
17%
MON
23%
TUE
22%
WED
24%
THU
11%
FRI
2%
S/S
BEST DAYS WEBINAR ATTENDANCE
9%
MON
25%
TUE
28%
WED
28%
THU
7%
FRI
1%
S/S
BEST DAYS WEBINAR ATTENDANCE - PREVIOUS YEAR
10%
MON
27%
TUE
27%
WED
27%
THU
7%
FRI
1%
S/S
56MIN
2014
29MIN
ON-DEMAND VIEWING
9%
8.3%
VIEWED LIVE AND ON DEMAND
24%
POLLING
4%
GROUP CHAT
SUBMITTEDQUESTIONS
RESPONDEDTO POLLS
DOWNLOADEDCONTENT
REGISTER THEWEEK OF WEBINAR
REGISTER OVER ONEWEEK BEFORE WEBINAR
14%
SURVEYS
35%
SOCIAL
82%
Q&A
523ATTENDEES
43%AVERAGE
300+LIVE ATTENDEES
1000+LIVE ATTENDEES
500+LIVE ATTENDEES
4%
COLLABORATION
20.6%
ON-DEMAND REG. POST LIVE
20%
VIRTUAL ENVIRONMENTS POST LIVE REGISTRATION
POST LIVE REGISTRATION TREND
REGISTRATIONS
300K
225K
150K
75K
WK 1 WK 3 WK 5 WK 7 WK 9 WK 110
PROPOSEDICONOGRAPHY
BENCHMARK REPORT
DAYOF
24%
11AM PST
18%
10AM PST
17%
12PM PST
13%
9AM PST
10%
8AM PST
INTEGRATION OF VIDEO
100+ATTENDEES
EVENTS W/
258ATTENDEES
5+
VIRTUAL ENVIRONMENTS
19ON24 Webinar Benchmarks Report | 2015 edition
ON24 BENCHMARKS REPORT
The benchmarks from this year’s report highlight the increasingly
important role that webinars play for marketers today. The pre-
webinar benchmarks indicate that marketers are expanding their
promotional cycles to increase total registration. We also see how
audience sizes are growing and that attendees are becoming
increasingly engaged in a more interactive webinar experience.
Finally, the increased growth of on-demand registration and viewing
shows how the lifespan of webinar content is extending far beyond
the initial live date. This benchmark data can be used as a set of
guidelines to create, promote and deliver successful events.
CONCLUSION
© 2015 ON24, Inc. For more information on the benefits of the ON24 platform, contact us at 877-202-9599 or visit www.ON24.com.
ABOUT ON24, INC.
ON24 is the leading webinar marketing platform for demand generation, lead
qualification and customer engagement. Its award-winning, patented, cloud-
based platform enables companies of all sizes to deliver engaging live and on-
demand webinars. Providing industry-leading analytics that can be integrated
with all leading marketing automation and CRM platforms, ON24 enables
marketers to optimize demand generation, enhance lead qualification and ac-
celerate sales pipeline opportunities.
Additional applications for the ON24 product portfolio include virtual training,
talent development and town hall meetings. More than 1,000 enterprises rely
on ON24, including IBM, CA Technologies, Merck, JPMorgan Chase, Deloitte,
Credit Suisse and SAP.
For more information on the benefits of the ON24 platform,
contact us at 877.202.9599 or visit ON24.com.