Today's webinar is so much more than a seminar on the web: as webinar tools become increasingly sophisticated, marketers can now turn a single webinar into multiple pieces of content with next to no effort.

The rise of the dedicated webinar team, and a near 20% growth in the number of companies integrating webinars into the martech stack, reflects their increasing impact.

This is the year webinars started truly to scale. Dive into the data, share it with your team, and use it to scale your own webinar efforts.

This year's report is based on the survey responses of 133 webinar makers around the world. As always, it's supplemented by the anonymised data from the 1000s of webinars run on our platform.

While a quarter of organizations still run only a handful of webinars annually, nearly half now run more than ten, showing how webinars are becoming a structured and recurring part of marketing programs.

Webinar programs continue to mature across organizations.

In our combined dataset, 45% of organizations report running more webinars than the year before, while another 43% say their webinar output stayed roughly the same.

Only 12% report running fewer webinars than the previous year.

Webinars are no longer a new marketing format. Most organizations have been running webinar programs for several years, with 62% reporting that they have been producing webinars for four years or longer.

At the same time, adoption continues. Around 17% of organizations started their webinar programs within the past two years, while only 4% say they have not started yet.

Webinars are increasingly becoming structured programs rather than ad hoc marketing activities.

More than a third of organizations now have dedicated resources for webinars, either through a webinar programme manager or a dedicated team.

At the same time, many organizations still run webinars collaboratively across departments, with nearly half reporting that webinar production is shared across teams.

Most webinar programs are supported by small teams. Nearly two thirds of organizations report that between two and four people are able to set up and run webinars.

Only 17% rely on a single individual, while about one in five organizations now have five or more people capable of running webinars.

Nearly two thirds of organizations report spending between five and twenty hours preparing, running, and distributing each webinar. Only about a quarter say their webinars require fewer than five hours of work.

Webinars have become a core component of digital strategy for many organizations. Two thirds of respondents describe webinars as either very or extremely important to their overall digital strategy.

Only a small minority say webinars play a limited role in their marketing efforts.

Traditionally, our respondents say the pressure to host in an engaging way is their biggest challenge.

This year, the time it takes to execute a webinar takes the top spot - perhaps a reflection of the increasingly rigorous approach companies are taking.

Customer education and lead generation remain the primary reasons organizations run webinars.

Roughly two thirds of companies say webinars are important for educating customers or generating leads. Community engagement and branding also play a significant role, with about half of organizations highlighting them as key motivations.

Partnership building is another growing use case, while onboarding and internal training remain more specialized applications.

Marketing teams are involved in 85% of webinar programs, while sales teams participate in more than 70%. Product teams are also increasingly active, reflecting the role webinars play in product education and launches.

Other teams such as customer success, communications, and events contribute to webinars as well, showing how webinars are becoming a cross functional activity across organizations.

Standalone webinars remain the most common format, with nearly nine out of ten organizations running ad hoc sessions.

However, more structured formats are becoming increasingly common.

Almost half of organizations now run episodic webinar series, and nearly a quarter run recurring webinars with the same content on a scheduled basis. This suggests that webinar programs are gradually becoming more strategic and repeatable.

Lead generation remains the dominant use case for webinars, with nearly a third of organizations using them to capture new prospects.

Thought leadership, collaborative formats, and product focused webinars follow closely behind, highlighting the role webinars play in education and product storytelling.

However, relationship driven formats such as relational and channel webinars remain rare, suggesting an untapped opportunity for organizations looking to deepen engagement with their audiences.

Average viewing time remains consistent across the workweek, hovering around 40 minutes for most days.

Monday sees slightly lower engagement, but the difference is small, suggesting that audiences stay attentive regardless of when a webinar is scheduled.

Organizations still rely heavily on reach based metrics when evaluating webinar success.

Attendance and sign ups remain the most common indicators, followed by qualified leads.

Engagement signals such as viewing time, questions asked, and chat activity are used less frequently, suggesting that deeper behavioral metrics are still emerging in webinar programs.

Nearly half of organizations automatically integrate webinar data into their CRM or marketing automation systems.

However, many still rely on manual exports or built in analytics within their webinar platform.

More than one in ten organizations report not tracking webinar performance at all, highlighting how fragmented webinar measurement practices still are.

Most webinars cluster around the one hour mark, with nearly seven in ten lasting between 30 and 70 minutes. Shorter formats remain relatively uncommon, while a small but notable share of organizations experiment with longer sessions.

About 11% of webinars extend beyond an hour, and 5% run for more than 100 minutes, suggesting that some organizations are willing to go deeper when the content warrants it.

Webinar budgets appear largely stable heading into the next year. More than half of organizations expect spending to remain unchanged, while about a quarter plan to increase their investment.

Only a small minority anticipate cutting their budget.

At the same time, around 14% of organizations report not having a dedicated webinar budget yet, suggesting that the channel is still developing inside many teams.

Marketing and promotion represent the largest share of webinar spending.

Three quarters of organizations expect to invest their budget in attracting audiences, far ahead of production related investments.

Content creation comes next, while spending on tooling, equipment, or external services remains secondary. This highlights a common challenge for webinar teams: producing the content is only half the effort, while driving attendance often requires the greater investment.

Webinars are increasingly used as a source of additional content beyond the live event itself.

More than two thirds of organizations report repurposing their webinars into other formats, such as clips, articles, or social media content.

However, nearly a third still do not generate additional content from their webinars, suggesting there is still significant untapped potential in extending the life and impact of webinar material.

Nearly half of organizations generate short video clips for social media, while many also turn webinar transcripts into written content or reuse clips across their websites and video libraries.

What was once a single live event is now often the foundation for multiple pieces of content distributed across different channels.

This year's report is based on the survey responses of 133 webinar makers around the world. As always, it's supplemented by the anonymised data from the 1000s of webinars run on our platform.

The State of Webinars is an annual survey that we run to get a clearer picture of the quickly maturing webinar world.

Using the responses of webinar makers all over the world, the report exists to help you make more informed decisions about your organisation's webinar strategy.

Visit twentythree.com for more information about our webinar tool and more free resources to help you get real results with video marketing and live events.

Founded in Copenhagen and proudly independent, we've been empowering the way companies communicate with video since 2005. Created as a hosting platform that gave our customers complete control of their data, we now offer all the tools any company needs to make, manage and share video and webinars.

We believe video is the most fundamentally human way to communicate online and we've made it our mission to put the power of video in the hands of anyone doing business, wherever and however they work.