Webinar Statistics 2026: Attendance Benchmarks and What They Really Mean
By Ashutosh Kumar Singh · Published · 3 min read
Quick answer: Published webinar attendance benchmarks range from 38% to 60% of registrants, depending on whose platform the data comes from. ON24 reports 60%, TwentyThree 58%, Livestorm 51.3% and Demio 38%. The most useful number is your own: measure your registration-to-attendance rate on every webinar and compare each event against it.
This page collects the webinar statistics we consider credible, with a link to each source. We update it when new benchmark reports are published.
Attendance benchmarks at a glance
| Source | What it measures | Number |
|---|---|---|
| ON24 Digital Engagement Benchmarks 2026 | Average registration-to-attendee conversion, 2025 | 60% |
| TwentyThree, via Zoom's webinar statistics | Average attendance rate | 58% |
| Livestorm | Average show-up rate across industries | 51.3% |
| Demio (Banzai) | Average live-session attendance, 2022 | 38% |
Why the benchmarks disagree
Each number comes from one vendor's own customers, measured its own way:
- Different audiences. An enterprise platform's customers run different events, with different promotion budgets, than a platform popular with small teams.
- Different definitions. "Registration-to-attendee conversion", "show-up rate" and "live-session attendance" are not always calculated the same way, for example whether on-demand viewers count.
- Different years. Demio's figure describes 2022; ON24's describes 2025.
So treat these as a range, not a target. A B2B webinar landing at 40% is not failing, and one at 60% is not guaranteed to stay there.
Related reading: Best Time to Send Webinar Reminder Emails for Maximum Attendance · How to Increase Webinar Attendance: Proven Strategies for B2B Marketers
Audience size and engagement
- ON24 reports an average of 254 attendees per webinar in Q4 2025, up from 219 a year earlier, and an average engagement time of 49 minutes.
- TwentyThree data cited by Zoom puts the average at 307 sign-ups per webinar.
- BigMarker data cited by Zoom found high-performing webinars averaged 375 registrants and 214 attendees.
Timing and reminders
- BigMarker data cited by Zoom shows 50-55% response rates for webinars held during business hours, against 25-30% outside them.
- Banzai's analysis of about 800,000 webinars run on Demio found that attendance rises when brands use email notifications, regardless of company size.
- Livestorm reports that browser-based webinar platforms showed a 53% higher attendance rate than traditional, download-based ones.
What this means in practice: schedule in your audience's working hours, send reminders, and remove friction at the moment of joining. For a practical reminder plan, see how many webinar reminders to send.
Calls to action and webinar programs
- BigMarker data cited by Zoom puts the average webinar CTA click-through rate at about 8.74%, with top performers at 17.5%.
- TwentyThree data cited by Zoom shows 42.6% of organisations increased their webinar frequency year over year.
- TwentyThree's State of Webinars 2025 found that 35% of organisations have dedicated webinar program managers or teams.
How to use these numbers
- Calculate your baseline. Attendance rate = attendees / registrants. Use your last three to five webinars.
- Set a relative goal. Aim to beat your own baseline by a few points per event rather than chasing another platform's average.
- Change one thing at a time (timing, a new reminder channel, a stronger reason to attend live) so you know what moved the number.
Example: 300 registrants at a 38% baseline is 114 attendees. Reaching 45% is 135 attendees, 21 more people, from the same promotion effort.
Where ShowUpAI fits
ShowUpAI exists to move your own number up: it writes and schedules an 11-touch reminder sequence across email, LinkedIn, Facebook, Instagram, WhatsApp/SMS, Circle.so and calendar invites, from three weeks before your webinar to follow-ups after it, and shows attendance by channel so you can see which touches worked.
Key takeaways
- Credible attendance benchmarks sit between 38% and 60% of registrants.
- They differ because each reflects one vendor's customers, definitions and year.
- Business-hours timing, email reminders and low-friction joining are the best-supported levers.
- Your own baseline is the benchmark that matters.
Frequently asked questions
What is a good webinar attendance rate?
Published benchmarks range from 38% (Demio, 2022) to 60% (ON24, 2025). A good rate is one that beats your own recent average; measure attendees divided by registrants for your last few webinars and aim to improve on that.
Why do webinar statistics from different sources disagree?
Each vendor reports on its own customers, uses its own definition of attendance and covers a different year, so the numbers are not directly comparable.
How many people attend the average webinar?
ON24 reports an average of 254 attendees per webinar in Q4 2025. TwentyThree data cited by Zoom puts average sign-ups at 307 per webinar.
Does the time of a webinar affect attendance?
BigMarker data cited by Zoom shows 50-55% response rates for webinars during business hours versus 25-30% outside them.
Do reminder emails increase webinar attendance?
Banzai's analysis of about 800,000 webinars on Demio found that attendance increases when brands use email notifications, regardless of company size.
Sources: ON24, Livestorm, Banzai / Demio, Banzai, Zoom (citing TwentyThree), TwentyThree