Companies deliver more digital experiences
using video while audience preference for on-demand viewing
increases
Nearly all marketers cite webinars as a
critical element to their plans and the strongest channel in
creating qualified sales leads
Companies across industries are rapidly shifting to
digital-first engagement with webinars, according to the ON24
Webinar Benchmarks Report 2021. In one of the most extensive data
analyses of digital events, the findings are based on more than
2,000 organizations delivering over 100,000 digital experiences
with at least 100 attendees using ON24 (NYSE: ONTF) last year. Data
shows that the use of webinars increased 162% and attendance nearly
quadrupled to more than 60 million people. Audiences engaged with
over 61 million hours of content, an increase of nearly 300%.
As the move to digital channels accelerates, webinars remain
core to the marketing and sales cycle. In a supplementary survey to
the benchmarks report, nearly all marketers (99%) cite webinars as
key to their plans, with three-quarters (72%) saying webinars have
a direct impact on pipeline and revenue. Due in part to benefits
such as audience insights, engagement data, and buying signals
webinars generate, marketers say the majority of sales teams (66%)
prioritize leads that come from webinars, making them the top
digital channel for 89% of respondents in creating qualified sales
leads.
Video Becoming Essential in Digital Experiences
Companies are using webinars to deliver dynamic digital
experiences that engage their prospects and customers, with more
marketers using video to increase audience engagement and viewing
times during their events. Two-thirds (66%) of all live webinar
experiences featured some type of video, which is nearly a 30-point
increase from the previous year.
The growing use of video shows that audiences want more active
two-way interaction such as one-to-one discussions, group meetings,
and peer-to-peer networking versus passive experiences. Video
became critical to customer engagement and adding an interactive
element to webinars. Perhaps signaling video will continue as a
core component to digital events and engagement, 36% of respondents
invested in new video equipment to support their ongoing webinar
programs.
Increasing Preference for On-Demand Content
While live events remain the most used format, on-demand
webinars are growing in popularity as a way to give attendees
convenient access to content at any time. Data shows live-only
attendance fell four points to 53% while on-demand viewing
increased four points to 43%. Nearly half of all webinar attendees
watched webinars on-demand.
Marketers are making their content available beyond a live event
and better accommodating audiences with on-demand webinars.
On-demand viewing averages 29 minutes, providing more time to
engage and educate audiences. With an increasing preference for
on-demand experiences, a majority (58%) surveyed say they are
creating webinars that go straight to an on-demand session.
“Digital engagement is enabling marketing and sales teams to
reach more people and spend more time with their prospects and
customers,” said Steve Daheb, CMO at ON24. “Digital-first
approaches are here to stay because companies now have a much
better and cost-effective way to capture buyer attention, drive
deeper engagement, and gather insights and data to generate
pipeline and revenue.”
The ON24 Webinar Benchmarks Report 2021 is an analysis of more
than 100,000 digital experiences with over 100 attendees between
January and December 2020 on ON24 Webcast Elite, representing more
than 2,000 small business and enterprise organizations. Over 100
customers were surveyed to complement this analysis and add further
insight to the benchmark data.
For a complete overview of the ON24 Webinar Benchmarks Report
2021 results, watch the on-demand webinar at
ON24.com/Benchmarks2021.
About ON24
ON24 provides a leading cloud-based digital experience platform
that makes it easy to create, scale, and personalize engaging
experiences to drive measurable business growth. Today, we are
helping over 2,000 companies worldwide, including 3 of the 5
largest global technology companies, 4 of the 5 largest US banks, 3
of the 5 largest global healthcare companies, and 3 of the 5
largest global industrial manufacturing companies, convert millions
of prospects to buyers. Through interactive webinars, virtual
events, and always-on multimedia experiences, ON24 provides a
system of engagement, powered by AI, which enables businesses to
scale engagement, conversions, and pipeline to drive revenue
growth. The ON24 platform supports an average of 4 million
professionals a month totaling over 2.5 billion engagement minutes
per year. ON24 is headquartered in San Francisco with global
offices in North America, EMEA, and APAC. For more information,
visit www.ON24.com.
Forward-Looking Statements
This document contains “forward-looking statements” under
applicable securities laws. In some cases, such statements can be
identified by words such as: “expect,” “convert,” “believe,”
“plan,” “future,” “may,” “should,” “will,” and similar references
to future periods. Forward-looking statements include express or
implied statements regarding our ability to achieve our business
strategies, growth, or other future events or conditions. Such
statements are based on our current beliefs, expectations, and
assumptions about future events or conditions, which are subject to
inherent risks and uncertainties, including the risks and
uncertainties discussed in the filings we make from time to time
with the Securities and Exchange Commission. Actual results may
differ materially from those indicated in forward-looking
statements, and you should not place undue reliance on them. All
statements herein are based only on information currently available
to us and speak only as of the date hereof. Except as required by
law, we undertake no obligation to update any such statement.
Highlights and Findings ON24 Webinar
Benchmarks Report 2021
The ON24 Webinar Benchmarks Report 2021 is an analysis of more
than 100,000 digital experiences with over 100 attendees between
January and December 2020 on ON24 Webcast Elite, representing more
than 2,000 small business and enterprise organizations. Over 100
customers were surveyed to complement this analysis and add further
insight to the benchmark data.
Growing number of webinars and attendees
- The number of webinars grew 162% and attendees increased 251%
to more than 60 million.
- The hours of webinar content consumed grew by 290%, totaling 61
million hours.
- The average viewing time for webinars was 57 minutes.
- 59% say they plan to increase the number of webinars in
2021.
Two-way engagement being used during webinars
- Q&A is the most used engagement tool (86%), followed by
resources for download (70%).
- The use of surveys increased six points to 43%.
- Polling and social are both used 22%.
- Group chat is the least used at 12%.
Significant increase in the use of video
- 66% of all live webinars featured some type of video, 28 points
higher than in 2019.
- 86% state that their presenters are on video more frequently
during the pandemic.
- 36% have bought new equipment for their webinars in the past
year or before.
Growing preference for on-demand viewing
- 57% create webinars that go straight to on-demand viewing.
- Live-only attendance decreased four points while on-demand
increased by the same amount.
- On-demand viewing time for webinars averaged 29 minutes.
- 43% of all attendees only watch on-demand webinars, a
five-point increase.
Webinars influence pipeline and revenue
- 89% believe webinars outperform other channels in creating
qualified leads.
- 66% say their sales teams prioritize leads that come from
webinars.
- 72% say that webinars directly impact pipeline and
revenue.
- 99% agree that webinars represent a critical element of their
marketing plan.
- 78% say webinars help lower their cost per lead.
© 2021 ON24, Inc. All rights reserved. ON24 and the ON24
logo are trademarks owned by ON24, Inc., and are registered in the
United States Patent and Trademark Office and in other
countries.
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version on businesswire.com: https://www.businesswire.com/news/home/20210602005035/en/
Media Contact: Roger Villareal press@on24.com Investor
Contact: Maili Bergman investorrelations@on24.com
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