Viewership of Webinars Averages 42 Minutes

Jul 03, 2018

According to new data from BrightTALK, a content and demand marketing platform, webinars are increasingly important for companies looking to influence their buyers and are evolving into a wider format of professional talks. Although live attendance is usually considered the key success metric for webinars, on-demand viewings of recorded webinar sessions are growing quickly and becoming just as important in attracting audience.

BrightTALK, which has been publishing webinar benchmark data since 2010, analyzed more than 14,000 webinars, 300 million emails, feed and social promotions, and a total of 1.2 million hours of engagement from the past year. This annual report helps B2B marketers compare their performance to those of their industries and see which practices lead to the greatest success.

BrightTALK’s study offers insight into how to maximize distribution of webinar content, from optimal timing for promoting webinars to patterns of signups and viewership. The report also offers clues into the types of webinar content that attract the largest and most loyal audiences.

Among the report’s key findings:

  • In 2017, participants spent an average of 42 minutes watching each webinar -- a 27% increase year-over-year from 2016.
  • Email conversions to webinar signups were up 31% from the previous year,a direct result of marketers’ improved insights into audiences’ preferred topics.
  • Total volume of webinars on the BrightTALK platform increased 40% year-over-year, suggesting that webinars and professional talks are an increasingly essential tool in marketers’ storytelling arsenals.
  • Webinars are transforming into on-demand video content. Almost half of a webinar’s viewing takes place in the first 10 days following the live event.