State of Webinars 2025 Launch

Hi everyone and welcome to the State of Webinars webinar. It's very meta but we'll spend the next 40 minutes or something like that. Kinda going through and update on the webinar industry and how we're seeing that in, well progressing through 2024 and through this coming year. Highlight some of the challenges and the opportunities and basically how we can look at data and see what could we be doing better, what could we be doing more of and a lot of things tied to that. So welcome everyone, I'm Steffen, I'm one of two co-founders here at TwentyThree. Spent most of my day building video software and webinar software but also working with customers not only on kinda the bits and pieces of how to, well, start a webinar or how to set up gear for a webinar but also on how to actually succeed with it, right? So the core idea is, well we have this webinar idea, we may have a strategy, we may just have, well, an ambition to do our first webinar but how do we use data, how do we use the insights of the rest of the industry to, well, be wiser and to learn enough that we can, yes, experiment but also lean on the experiments and the experiences of others to succeed. Let me just give you a bit of background on both what this report is but also what TwentyThree is. So TwentyThree is the only global player in the video marketing software category out of Europe. That is something that we're extremely proud of. We're based out of Denmark, and we work with about a thousand different teams basically doing video, whether that's video marketing, personal video, live video and then certainly also webinars. We've been going for the last 20 some years but also working with a lot of different, well, different people in different industries and that's something that we're proud of generally but also something that comes really nicely back on a day like this one where we get to not only say, well, we work with a lot of great people, they are succeeding with webinars, they might be struggling with their strategy, trying out new things, figuring out how many studios they want to run. Some of them might just be trying out their first webinars. Some of them are doing more than 100 every year. But on a day like this one, it's also very nice not only to talk about individual kind of cases for how people are starting out with webinars, using webinars, but also trying to join them together to see some patterns. And that's essentially what we're on about today. Not only are we out of Europe and one of the only global players that kind of work in this industry and when we say that, it means that we feel full video platform for everything that a company wants to do across every touchpoint with all the video needs. That captures the idea of a video marketing platform, basically using video as a part of the marketing funnel, all the data that goes with that. Full webinar capabilities before, during and after the webinar, obviously tying in with the rest, but also offerings on having a full video library for your company so everyone can access your video content and also a lot of new opportunities to do different kinds of videos for video marketing. You might be producing a video that will basically cost you whatever thousands or tens of thousands of euros for a personal video. Oftentimes you want to be doing a video that is only ever seen once or twice, but has kind of that same idea. We want to be telling a story. We want to be standing in front of a camera. We want to be real and we want to be human. And obviously the tooling for that one ties really nicely in to a product like 23 that really has the scope of of enabling video everywhere for a company. So what are we doing today? Every year we publish four different reports covering again video and webinars, personal video and kind of the state of video marketing. So we collect a lot of data both from our own platform. We know kind of what are the registration rates on average landing page and so on. We'll come back to that. But we publish four different reports and today we're talking about the state of webinars. The state of webinars is based on data from our platform, kind of quantitative data across a few million different people interacting with the webinar platform like ours every year. And then based on an annual service or survey, I should say, that we run basically asking people to get a lot clearer pictures of of how the webinar world runs. So for this one, we're combining a lot of quantitative with qualitative data and we're bringing out the highlights both just to get a sense of how where is our field moving, but also to suggest what are the challenges that we need to be solving together as a community. And obviously also what are the opportunities to be solving better than the rest of the community? Because, well, in a market space, that's often how you succeed by doing slightly better, solving the standard challenges slightly better than the others. For this year, we ran our state of webinars 2025 survey. Some of you might have participated in it. I looked through the participant list for the webinar. A lot of you didn't. So we'll get a chance if you really want to answer, we'll put a link in the chat if you want to be participating in the survey or just to get a sense of how we survey people. But again, this is something that we marry with quantitative data from our platform. And that's basically it. In a second, I'll move to a slide that says, hey, state of webinars. And what we're doing here is essentially going through a lot of those insights. Every year we put out a printed version. This is obviously the 2024 version. So there's also a good version of the printed one as a kind of talk piece to figure out how do we actually kind of go in and say, what should we be measuring or what formats are we not using? So please kind of if you have your 2024 copies of the webinar survey ready, obviously go look at that and compare it with the data that I'm showing now. But there's also a lot of progress in the field, new questions being asked. More to say that there'll also be a physical, whether you count physical as fully printed and in your hand or just a PF version of this report available. And by the end of this webinar, we'll make sure that there's a link in the chat so you can download the full report as well. So that's it. That's kind of all of the five minutes of intro that I wanted to be doing. If you've ever been in a 24-year webinar before, you'll know the room. That you can go crazy in the chat. You know you can ask questions. And certainly for this one, if you have follow-up questions, stuff that you are curious about on, well, what was the methodology for this one? Or why is this 22% and not 28% or whatever? Please feel free to ask those questions in the questions tab. And we'll dig into them when we are done with the kind of the quick overview of the insights of the webinar report. All right. So we have a lot of different things, everything from like how webinars are working within an organization, what is the growth, what are the pains, covering webinar strategies and formats, changes in budgets, how are webinars being measured on performance-wise. And I also want to highlight that all the people that participated in the survey have been in the pot for winning some webinar gear and some webinar software. So by the very end of this webinar, at the tail end, we'll be announcing the four winners of some great prizes. Including obviously some software from 23, but also a mixer and a microphone and a few more things. So webinars within organizations. So this is one of those things where webinars can be seen as this kind of 30-year cycle. We've been doing webinars for 30 years by now. I think the term was coined in the first dictionary 28 years ago. So it's not really a new category, but there's been these kind of major shifts in terms of how well the field works. One is very much kind of tying into the marketing stack. This idea that we're doing lead generation with webinars, just not just being online. There's been a move on pulling webinars out from dedicated software into just being a browser, just clicking a link and just joining. And certainly COVID will have affected how webinar adoption is working in organizations as well. So it's actually one of those things where you can kind of pinpoint and say, well, marketing stack probably changes around 2015. A lot of the kind of move to getting webinars into the browser happened pre-COVID, but not much pre-COVID. So let's kind of date that at 2018. That's when we launched our offering kind of into the 2020s of things. And then obviously COVID in the early 20s as well. So even last year when we did the survey, we could kind of see the dust settle a bit on kind of how organizations were adopting COVID, but also termed the kind of the last 12 months early as being the first time we are clearly beyond. A lot of the challenges of COVID had us producing kind of events that needed to be online because there was no offline. Like we couldn't gather in a room, you know, all the pains of that. So it also kind of stressed the idea of what the webinar should become, but we learned a lot. And I think when we look at the data now and start kind of digging into it, it's also probably the first year where we can clearly see, yes, people having adopted the lessons, but also where we're not necessarily forced by, well, social distancing rules and, well, all the things that we were afraid of for a while there. So let's dig into it. We're seeing a lot of variety in terms of how many webinars an organization will run. Out of everyone on our survey and on our platform, we can see a pretty high number of like 7% of respondents actually run more than 100 webinars a year. So that's a lot, right? That's obviously on the very high scale. But we're also seeing a growth and maturization in terms of how many webinars are being run every year by companies. So we're down to obviously a few of you guys that are just starting out, like running one to five webinars, kind of getting your feet wet. But this is one where we can see data kind of like we can see an evening out. There are going to be multiple mixes for strategies where, hey, we run three webinars a year. It's tied to our launches. It's okay to be running a few webinars. So we're seeing pretty steady growth in terms of how many webinars people are running within their organizations. And that's actually kind of married with kind of a comparison to last year's data. We can kind of see that half are kind of at their 2024 levels in the sense of, hey, we're still actually just running about the same number of webinars. We were running one webinar a month last year. That's probably the level that we're at. But a second half or almost a half at 43% of respondents are actually increasing their webinar efforts. This is also a balancing point in terms of how popular webinars are. And we see very little kind of evidence of people putting their, taking their foot off the gas. There might be people that are stabilizing their webinar usage. And then there's another half that are kind of leaning more into it, finding more use cases for webinars that might be more of the same webinars, repeating the same content, for example. Or it might be having new formats of different people, different departments and different teams running those webinars. This is also something where, I mean, this is a bit all over the place, right? Some people have been doing webinars for more than 10 years. They are the OGs of the world. Like 9% of you guys have been running, well, webinars for more than 10 years. So that might be something where you were the early movers. And one of the things that this makes me curious, about is also kind of what are the, like, what are the iterations over time? If you've been doing it over 10 years, what are the things that you're learning? How is a mature cessation of data measurement and the integrations and all that coming along? But you can also see just about the same level here, right? That a bunch of people, 6% started in 2024, another 13% started post COVID. So you can kind of see the COVID numbers in here. Like that's a good half of the people that are part of our, webinar response survey. I mean, they're doing webinars. Only 5% are planning to do webinars, but haven't started yet. But out of all of those respondents, about half kind of got started in COVID times, just after some of that might've been driven by COVID. But as you can see, there's no sign of a decrease. So it also means that people are kind of steady stating or leaning more into taking the uses that might've begun two, three years ago, four, five years ago, and doing more of that. So again, the two different ways of looking at the same measurements, but also kind of an interest in those kind of OGs out there. The fourth of all respondents here that have been doing webinars for a long time, probably also to a point where it got ingrained in their organizations. Talking about being ingrained in organizations, this is the other side of things. That's something about, does your company do webinars? And that's obviously very important, particularly when we start talking about how companies are doing webinars. But the other part of that is the, how are you guys doing webinars? How are we doing webinars? And this is a pain. Like this is a pain that we've seen in every report. I think this is the sixth report, sixth annual state of webinars report we're doing. So this is something where we've been asking the same questions quite a lot. And we've been seeing the pain of kind of an unstructured process. One where, yes, we can run webinars. We have software, we have a studio, but it's a joint responsibility. Not to say that a joint responsibility is bad, but I think there's something about figuring out what is the next step up from that joint perspective. And this is actually that, right? So if we look at all of the respondents, we're still kind of trailing here. As an industry, I mean, if somebody was saying like, we don't know who's measuring stuff, then you're probably not measuring. And webinars is still in this maturization state. We're about six out of 10 organizations. Have webinars, are starting to do webinars, but it's also a sheer process and not a specific setup. So it's kind of ad hoc. And that can be a very bad thing. But that other slice, those four out of 10 organizations that actually have dedicated webinar program managers, or even a dedicated webinar team, like that's actually on the rise. This used to be 10%, then it used to be 15, and then 20. So this is something where we're seeing steady growth. And it's also an area where you could be improving. It's not about not ad hoc-ing in the world, not being experimental and not wanting to kind of challenge people to do new things. But that idea of having that dedicated webinar program manager, not necessarily to run the webinars, that's a different thing, but to know how do we get data out of this? How do we kind of build a strategy of formats? And this is also a case where you see the market very much maturing to a point where there are dedicated webinar program managers and dedicated teams out there also to be learning from. I spoke about the idea of the kind of, well, the webinar program manager versus who can actually run a webinar. Let's see if I can get my slides to change. Perfect. Steady state. But that's the other part of it. So if we're looking at organizations, like if we talk about ad hoc, I mean, ad hoc at its very core is somebody in a meeting room with a piece of software and turning on their webcam and running it. And that's how the world changes, but it's not necessarily how the world matures. So again, this is something where we've seen this like a slow rise, but also a steady one over time of how many people in an organization can run a webinar. And regardless of how many people in any organization that can run a webinar, this might be a question to be asking yourselves. How many people in my organization can actually stand in front of a camera, sit behind a producer computer, and I'm looking at the two people that are sitting behind producing me right now, how many people can be part of lifting that challenge of making a webinar not only happen, but also making a webinar great. And in this case, we see, well, in most organizations, there are a few people, but in very few organizations, there's more than five. And as you can lean into a webinar strategy, so wanting to go from a few webinars to a few more, maybe not 100 a year, but certainly more and more, kind of having that number be a leading indicator of your maturity. The other ways of measuring how good are you at measuring, how much money are you spending, how quickly can you produce a webinar, how able are you to turn people off for the webinar, but at its core, organization capabilities are measured by how many people feel that they're equipped to go live with a webinar. And kind of noting in parenthesis, this is obviously something where a software company like ours is interested. This is kind of the challenge that we set out to kind of solve or certainly help six years ago when we launched our webinar platform, the whole idea of not having dedicated software, needing to know about your network constraints on a thing, not really knowing too much about studios and all that kind of stuff, but being able to actually go live in a webinar, because that's how you start building these organizational capabilities. And the last part of that organizational part, I'm not pointing here, see what happens, is, as I said before, you can also measure your organizational capabilities not necessarily by how much time you spend on average for a webinar, but also how much are you willing to invest. This varies a lot. So most webinars are produced in like an hour to five hours. I won't want to say quick and dirty, but they're efficient. So 23%, 24% of webinars are lovely leveling out. It might be actually running the number slightly differently here. I think it got sorted weirdly. So I'll make sure we fix this in post. The numbers here are correct, right? So the whole idea, don't look too much at the boxes. 23% of webinars are kind of done on average in an hour to five hours, but then you can also see a lot of people that are investing more. So there's actually like six to seven out of 10 organizations saying that they're spending between five and 20 hours on average per webinar. This is not to say that we shouldn't be spending time on our webinars. It's not to say that this particular webinar will spend more than 20 hours on, right? We ran surveys, we ran data reports, we have multiple people running in the studio. So it's not to say that you don't want to be spending on webinars, but you want to have a resilient way of saying, well, we can run a webinar, well, efficiently, and we can scale up to the bigger webinars that we're running. But it's also kind of recapturing this idea that we're also seeing an increase in importance. More than 60% of organizations are judging that their webinars are an important, or sorry, a very important or an extremely important part of their strategy. And every company in the respond list running webinars are actually kind of, well, it's not just something we do for fun. It's not at all important. It's not so important, right? This is something where you could be leaning into and saying, hey, we haven't really started yet. We haven't figured out whether we can make it important. But as a general rule, the people that are running webinars see them as a very important or even extremely important part of their strategy. And I'll come back to that because it's also something about kind of what are the measures of success that you can get out and why are webinars so, well, potentially successful if done right. It's just a patient game at this point to change my slides. The dark side of this, right? So I've talked a lot about, hey, we're maturing as an industry. We have more people that can run our webinars. We have more companies that are kind of attributing webinars as being important. And second, you also see that there are more people that actually have different ways of measuring and strategies for their webinars. But it's also worth admitting the dark side of that. Webinars, at least as they're done at the moment, are time intensive. So we ask kind of what makes, like what are the barriers, what are the blockers to running a webinar? And the most common answer there was the amount of time it takes. But also hosting in an engaging way. So, I mean, it's actually something that has matured as well, right? This is something where hosting and creating content used to be higher. And the amount of time was maybe something that wasn't measured. It's not necessarily something people had in their minds. Whereas a lot of the other things are actually, well, nobody really, I mean, cost, yes, it costs to run a webinar. But the costs are not necessarily what's the blocker. It's not actually the lack of strategy or even the gear set up. So a lot of those blockers that might have been like sort of keeping people out of the space a few years back, that is falling in prominence and we're getting to the bulk of it, right? Can we create the right content? Can we find the right speakers? Can we put a host in front of the camera that will actually make a great webinar? And then ultimately, we need to be efficient about the webinars that we run. I'll say for my own purposes, for my own money in this one, a lot of that is about figuring out what are the different kinds of webinars that we are running. The amount of time that it takes to run a webinar shouldn't be kind of a fixed one. It should be saying, well, this particular webinar we're running for eight people and we wanted to feel a bit loose. We wanted to feel like, well, not necessarily that we didn't prepare, but on the other hand, we shouldn't be spending 20 hours preparing. In other cases, well, you want to be spending much more than 20 hours on the preparation. So kind of leveling that out is probably also where the timing becomes an instrument in terms of figuring out how the different formats are running. That's a lot about the organizations. And as I promised, I will talk a bit about webinar strategy as well. So it's not just about doing, but it's also about figuring out what do we achieve when we actually do this? What are the things that a resilient webinar strategy can gain for us? And why are we actually kind of doubling down on things, maybe discarding things as we double down on our webinar efforts? So why are people running webinars? Well, for the most part, people are using webinars as a matter of educating customers. So two out of three organizations has that as one of their goals, along with generating leads. So educating customers and generating leads. This is actually another one that will change from just this last one, the year ago one. So the generation of leads is something that is always going to be high. People want to make kind of this idea of participate in a webinar, fill in a form, type in your email address. We can contact you. We can start a conversation with you. So it's really a top funnel of generation of leads. But what's really maturing here are some of the other ones, like the education of customers actually running webinars for an existing customer base and certainly community building and branding. So there's a lot of different use cases and purposes and goals in the mix here. And that didn't used to be the case. When we started running these, not in 2024, actually the data was quite the same. Generating leads was the top one. The other ones are coming back on prominence. But rather when we started doing this five years ago, generating leads was kind of, hey, it's the only reason why we're doing this. And that's kind of where the webinar space came from. But this is another case of actually having maturization in organizations, but also of strategies, right? We can use webinars as any part of our funnel. Yes, we can get leads at the top of our funnel, gain interest there. But we can also actually get people to invest more in terms of, well, we're already using screen-free webinars, but how can we run a webinar that educates our customers? Very much this one, I would say, if I should say the purpose of a webinar on a report like this one, it becomes about kind of information sharing with the community. Maybe a softer goal, but nevertheless, something that a webinar will do really well. So who leads the way on running webinars? Well, marketing, essentially. 84% of all marketing teams, in organizations that do webinars, are part of those webinars. And obviously, that's, again, something where, yeah, it's probably something that's pretty natural. But we're also seeing more teams step up to the plate here. So sales is gaining, product is gaining, communication is gaining. And it's not a zero-sum game. It's not to say that, well, we shouldn't be doing webinars and marketing anymore because whatever the event team does it, or the account management team does it. But a list like this one, where you say, well, actually, our design team, have been doing these crazy webinars for some of their new products. Or the communication team is using webinars as kind of the internal team thing. Or we are running webinars for our customer base to be increasing on our customer success efforts. None of that takes away from marketing. Rather, it actually boosts. So it's also a good kind of lesson to figure out kind of in your organizations. Well, you might have started out in marketing with webinars, but how do you actually go and challenge the product team? Or the account management team to start using webinars as a part of their efforts? So organizations, strategies, but I've said probably at this point, trying to count in my head, I've probably said webinar formats 10 times. And what do I mean by webinar formats? Well, close your eyes and think of the webinars that you're doing. A lot of them will have started out pretty ad hoc. We want to show something to this group of people for a quick webinar. So I'm going to show you a few of the webinars that most people will run, the standalone ones. Like we're running a single webinar. But as a part of the resilience of our industry, we're also getting to a point where more people are doing more different kinds of webinars on a different kind of scale. So yeah, most companies are absolutely running one-off webinars. Might not be ad hoc, but it might be this idea that every webinar is being kind of produced as a new piece of content. I'll even say this webinar is a standalone webinar. So in that sense, it's not that hard. It's not that different. But we're also seeing a materialization and kind of a more leaning into doing things that, I want to say, scale better. Scaling is going to be one of the terms that we're going to say a lot between free in the next year. But kind of having episodic webinars. Being able to sign the same people up for not just one webinar, but for four or for 40 webinars. So you kind of have a series where all the webinars kind of touch on the same subject. It might not necessarily be the perfect venue for kind of quick and dirty ad hoc lead generation. But if you start thinking about some of the other things, right? How do we educate our customers? How do we build a community? How do we do brand leadership? Those episodic webinars that are kind of coming back as a webinar series, they become much more relevant. And we can see a staggering amount of customers doing that at 44% of people that are literally doing kind of episodic, saying, hey, we run a series. And we might run eight webinars or, again, 40 or 80. Online events, slightly different thing from the standalone webinars. Standalone webinars become, hey, we're going in the studio. We're looking at the camera. Whereas online digital events are kind of events that already are happening that you're also making into a webinar. About 30% of organizations are using that, which is also a healthy improvement. And then finally, repeating webinars. So repeating webinars will be kind of the same content done over and over again. The canonical example, I like the comment here. It's like once a year is also repeating. Yes, I would still say it feels standalone. Like we assign people up every time, all those kind of things. Whereas for the episodic webinar, yeah, we're doing, that becomes more about kind of signing the same people up, running different kind of content within that one. Repeating webinars is much closer. This idea that you kind of run the same content might be week over week. And the example of that one quickly becomes pretty simple, right? We might want to do, a demo for potential customers once a week. Just sign up and we run the same content. Or rather, we might be doing better. We might kind of tweak it to who's in the room and all those kind of things. But essentially, one landing page, one concept, one way of executing. And again, this is gaining, but there's a lot of ways to go on this one. So 24% of organizations are running kind of the same content each time scheduled on a recurring basis. But there's, again, room to be moving on this one. So yeah, I mentioned a lot about kind of the different webinars that kind of go out there. And this is more about the formats. So what are the lead generation webinars? There's certain type, right? It's very much kind of your pitching, right? Whereas for other things, you're basically doing kind of collaborative webinars with partners. You may be doing internal webinars and even exclusive webinars and relational webinars. And those kind of on the very right side of the slide, relational webinars, only 2% of respondents are actually doing relational webinars. So what do we mean by this? This is kind of the example we usually will use. It's kind of the bank advisor. Like I'm not talking to my bank advisor every month, not maybe even every year. She'll obviously be very disappointed with that. And she'll write me an email. But that's another part of this where my bank, they're doing a lot of webinars, but they're not putting the, they're not necessarily activating this idea that people have portfolio of people that they know. Same thing for a lot of consultancy companies where there's a huge opportunity to put the experts in front of the camera and talk to the people that they're managing as a part of their portfolio. So I've been doing this webinar. I mean, some of you might have even seen me do this webinar before. Obviously talking about slightly different data and all those different things. You've seen me say this before. When should I be running a webinar? And well, I'm trying to, sorry, trying to look at the data here. So left side, this is when people are actually doing webinars, right? So people will have asked themselves that question and say, when should I be doing my webinar? Well, certainly we don't want to be doing it on a Monday and on Friday. Rather, we want to do it on a Tuesday, maybe on a Wednesday and maybe on a Thursday, right? And it's ingrained in us. We have been saying this for six years and we're still standing here on a Thursday. So we as human beings are trying to, well, a bit weak. That's when we have capacity. It's probably also when people will turn out. But actually, as it turns out, Monday and Friday are more resilient in terms of actually getting people to sign up for your webinars and to actually turn out for your webinars. In fact, a Friday webinar has a significantly higher turnout rate. Than a Thursday webinar. So whatever we might get there, this might be next year. Like we'll actually do a webinar on a Monday or Friday and we'll get to test it out. But it's a common question. So one that data can pretty resiliently across millions of page views, millions of participants in webinars be answering pretty categorically. When should I be running my webinar? Well, everyone runs them on Tuesdays, Wednesdays and Thursdays. But in fact, probably Mondays are even more significantly. Fridays are probably the way to go. On Mondays, people actually watch for less time, right? People have less patience to watch your webinars on a Monday. Whereas on the other day, it's kind of roughly the same. It's only kind of one or two minutes. But the categorical answer to the question, when should I be running my webinar? Probably on Fridays. Both if you want people to sign up, if you want them to attend, but also if you want them to stick around. Same thing kind of goes with when you look at the time of day data. People are sort of actually getting to a point where they're looking at this a bit more. This is not about when people run it. People actually run webinars in the morning. So we're good at 23. We actually ran a webinar in the afternoon, but people tend to run their webinars at nine o'clock or 10 o'clock. In fact, that's not necessarily what you want to be doing. The morning is better for attendance rate, but only marginally. And it's also better for engagement again, but only marginally. So it's not necessarily a fixed truth that you should be running in the morning and certainly kind of go back and figure out what works for you. The best example is always that if you're in the food business, you probably want to be doing it in the afternoon when people are hungry. And you can take that analogy or that metaphor to figure out kind of are people kind of fully motivated to look at your stuff at 9 a.m. Or is it more a thing that they're looking at as a part of their afternoon? So what time of day should I be running my webinar? Well, you can actually mix and match and find your own best way. There's some significant proof that people will engage for slightly longer in the morning, but not necessarily something that should drive your decision there. So webinar performance, we're getting into it here. So you can always kind of guess what the main thing that people look at for their webinars. And I'll be honest and say that's how I gauge the webinar when I kind of came in this morning and say, oh, I'm doing the state of webinars. A state of webinars webinar this afternoon. How many people do we have signed up? So it's a natural thing. But this is also something where we see this kind of increase in how the graphs are working. There are fewer people now than two years ago and certainly than five years ago that haven't defined success yet. It's okay to not have defined success, but it might also be where you should start figuring out how do we actually want to be measuring our webinars. It's still okay to know that one of the measures of success is how many people actually show up. But I think it's also interesting to kind of start the other metrics where they're just harder to measure. How many people sign up for my webinars? It's slightly different. But if you're just in the lead generation business, probably whether people attend the webinar or not is not necessarily a crucial differentiator of whether the webinar was successful or not. Quality of leads generated requires a lot of different kind of maturity in the organization to not only say we had 80 people for our webinar. That is all awesome. Here is the list of email addresses. Go sell something to them. But also to say, okay, there were 80 people, but 22 of them turned into leads and whatever, 14 of them bought something for us. So that kind of qualified metrics and sales revenue generated. That's one of the ones where I'm just happy that people are actually starting to look at this because this used to be really, really low. I tell you, when we launched the webinar product back in 2018, I went to speak to Maketo. They had like a major marketing automation software that was since purchased or acquired by Adobe. And they had kind of a list of like how much money are we spending in each of our different marketing channels? Like how much are we spending on advertising? How much are we spending on events? How much are we spending on whatever direct reach outs and traveling, all those different things. And they were saying, well, we spend this much on webinars, right? They spent, I think, like $4 million a year on webinars. And then in that table, they had a zero for words, like how much money do we make? How much revenue do we generate from webinars? And it's the most crazy thing. A, because they're in the marketing automation space, probably they should be doing lead attribution pretty well. But this idea of wanting to fill money to the top of a funnel and not necessarily doing what it generates at the bottom of that, that becomes a challenge. Not necessarily just because it's, well, in this case, $4 million, but also because it's harder to justify how much of a pipeline you've run on the other side. So you can kind of take some of these, some of these metrics are available in a webinar platform like ours, right? We report on the number of attendees, the amount of signups, the engagement time, how much do people spend in the webinar? Are we generating leads ongoingly on the on-demand side? But once you start integrating with the rest of your marketing stack, once the data goes into Salesforce, into HubSpot, or even into Marketo, you'll also be able to see kind of the quality of the leads generated. You'll be able to attribute actual sales, actual revenue to the webinar efforts. And that's a kind of powerful thing, at least if you want to be sharpening up and making sure that you're not only succeeding on your strategy, but also have metrics to back that success. And hey, it might be that I actually knew what slide was coming next, because this is also something that's moving. Almost half of organizations now integrate their webinar tool in an automated fashion into their marketing stack. This used to be 20% when we started doing the service, and it's grown steadily year over year. I would love for this to be 100% or certainly kind of more kind of in the 70 to 80%. I'm still worried about the people that manually download a CSV file and try to import that into a different platform or whatever, analyze that Excel sheet and all that kind of stuff. That might be down to whatever stacks are available out there. But the people that do this manually are clearly interested in the data. They're clearly interested in figuring out not only how many attendees did we get, but how much value did we get on the other side? And having to manually do stuff in order to answer that question, well, it's not necessarily a resilient process. So one of this is always kind of figuring out kind of the steady states. I'm just happy that automation here comes in. It's something that we've invested a lot in at 23, both for our own purposes, obviously, but also in the product. So we're already integrating to 22 different tools. There are automations for SAP and a lot of other things. And without going too much into launch metrics here, we are soon launching our full integration with Salesforce account engagement to have more people be able to automatically attribute value from their webinar efforts. A few key metrics here. So basically kind of the question, when webinars run, and I said before, tens of thousands of webinars with millions of registrations, what does that actually get us? Well, on any given webinar, there'll be an average of 307 signups with an attendee rate of 58%. So basically means something like six in 10 will turn out for a webinar if they sign up for it. This is actually a number that we're really proud of. And I don't think this actually accounts for the rest of the industry. The attendance rate is heavily driven by how easy it is to click a button, get a notification, and to be turned out for a webinar. Kind of clicking whatever button in an email and join the webinar immediately. I've seen numbers here being low, so this is obviously the 23 number. So if you're using 23, you can just kind of compare yourself to this. If you have an attendance rate that's higher than 58%, you're doing well. If you're not, there's room to be improving. If we're looking at the number of leads generated, this is still something where we can see a room for actually improving because most webinars that are run have an on-demand part of it. But those on-demand webinars are rarely promoted after the fact, which is actually kind of a shame because the webinar exists. 90% of all leads that are generated from webinars come from before the webinar is run or the live webinar, whereas only 10% of those leads are coming from evergreen content. So something to be challenging yourself to. And it's free. That's the compelling part here, right? You've already done all of the effort in setting up the webinar. You've spent the money on the software. You cannot actually figure out how to keep generating leads from your webinars. Again, this will obviously vary depending on your use and all those kind of things, but it's worth going back and seeing, hey, in the past year, we generated this many people from our webinars. How many of them came after the fact? And can we be getting more value out of the things that we're already doing? The number of speakers in a webinar tends to go up year over year, like by a few points. So it used to be that average speakers in a webinar were free. Now we're up to 3.7. And I think that's because people are getting to a point where he said in a webinar with just one speaker, our board were just listening to one guy looking into a camera. I'll exclude myself and say I'm very kind of interesting, but for the most part, webinars are actually run with more people participating, usually with a host and people joining with different content. So again, it's like a way of looking at your own efforts, not necessarily to say, hey, we should have three to four speakers in every webinar. But rather saying, how do we change over time? Are we getting more speakers? Is that maybe because it's easier to get speakers, but also figuring out what are the webinars where it's okay that there's one speaker? And what are the cases where you want six or eight? On duration? Well, you can see how a clock works also affects how a webinar works. You get exactly an hour to run a webinar. Most webinars are run sort of in the interim between four to five hours. 40 to 60 minutes. But there's also a variety here that customers that are running multi hour webinars. And certainly there's a lot of webinars that tend to run longer than just kind of we do this in 45 minutes and then we're done. And that's important to say because it changes the dynamics of a lot of the things that you're doing. And I'll say that once you look at this data, there's no difference in terms of the signup rates, the attendance rates or the engagement rates. So once you're doing a webinar, it's okay to run for more than an hour. Webinar budgets obviously kind of comes a lot with this kind of like, what are we doing on webinars? So when asked people, they say, well, they're certainly not moving back on their budget. So only 6% will be spending less on webinars in 2025 compared to 2024, where about a fourth of people will be spending more. So I said this before in organizational capacity that we see people leaning into webinars or at least staying the same, which is a healthy sign, right? We saw this boom of webinars two, three years ago with COVID, but we're also seeing that a lot of the learnings from there, a lot of the strategy actually came back really well. And people are investing more because they can see a return on investment on webinars. When actually looking at the spend on webinars, the fun thing is, well, growing the team, not really a concern, probably should be. Setting up a studio, maybe not. Buying gears. Those are kind of, it's not that they're rounding us, but they're not the main concerns. The main concerns are spending money on creating the content and then on marketing. This is kind of a fun one, right? That we should probably be seeing an evening out here. I would say that potentially the marketing and promotion should be less with more resilience given to growing the team and potentially also investing in the software that makes a lot of these things work more efficiently. Then finally, we have a new addition to the state of webinars report this year. And it's very much kind of, it's not really about AI, but it's also kind of about AI. So we ask people, what happens after a webinar is over? Do you actually use the content generated, the video recorded, the on-demand version for kind of spawning out different kinds of content as a part of your marketing? And the answer is two-thirds of companies generate content from their webinars, which is new, right? It's also something with the, with the idea of what can you do with a transcript of a webinar and with some AI in terms of at least, I suggest what that blog post could be. What are the different video clips that you could be making? What are the tweets that you should be sending out there? And ultimately, how do you start using that content and the on-demand version of a webinar to be driving more, well, more value out of the things that already exist? So obviously, as we note here, for the one-third of companies that are spending a lot of time on doing the webinars, a lot of time, but then abandon them afterwards. What's holding people back from doing the content? Well, one thing might be that they're chasing the really good idea, right? What should we be using the webinar as input for? Not necessarily just the final product of, well, certainly video clips for social media. By the time that we're over, I'll have spoken for 55 minutes and it's going to be great, but there's also hopefully some insightful quotes that might be insightful clips. There's certainly this idea of content already having been produced. And as we saw before, one of the main blockers for actually getting started with video, for actually getting started with webinars is that, hey, it's time consuming. It's expensive to produce content. So let's not throw away the content that we actually already made. There's obviously text content from the transcripts. So that would be kind of the blog post, the social post, the LinkedIn post that come out from a webinar. There's video clips from our website. So repurposing some of the content or all of the content for our webinar and making one video, multiple video highlights, short and long, and then obviously kind of taking this content and bring it back to the organization's video library. So this is maybe one of the challenges, again, as AI is sort of normalizing, is figuring out not necessarily how can we go create an AI? How can AI replace all of us? But how can we use the combination of content that already exists plus healthy suggestions for what highlights to be using, what quotes to be using, what content to be repurposing and starting to reuse the content that already exists? I'll take a deep breath. I managed to talk through, I mean, something like 40 different data points covering a lot of things from surveys and from quantitative data covering platforms here. And as I said before, this is a full-on report that's available for download. We'll make sure that you can find a link in the chat and there'll also be a link that you can share with your coworkers and all that kind of stuff. We're doing these reports every year, not just because we like the idea of doing a webinar, but also because we're learning. Like we're learning how our industry grows. We're learning what really works and then we're learning about the challenges. We're learning about the challenge of something being time-consuming. We're learning about the challenge of not necessarily being quite there on content generation. Learning about the challenges of figuring out how to produce something kind of easily and quickly with the right engaging content. So this might be kind of an occasion to be asking yourself as you kind of walk through the support, this is not just about how are other people doing, but saying, if I was answering this question, where would I be, right? If I was producing more than 100 webinars a year, then maybe I've sold something. But on the other hand, my attendance rate, my turnout rate might be lower than the rest of the market. So how can I keep improving on the things that we're doing? So in a second, I'll answer one or two questions, all that kind of stuff. But before that, everyone that answered our survey was in the bowl for winning some webinar gear. And I'm happy to announce the four winners of the prizes. First up, we're saying congratulations to SWAT.io for winning a Blackmagic ADEM Mini Pro. So this is the software or the hardware that's kind of plugging in a few different cameras directly into a computer and into a webinar room that will allow you to upgrade your webinars with kind of professional multi-camera switching and broadcast quality production. So congratulations to SWAT.io. Next up, we're saying congratulations to IQM Quantum Computers for winning a wireless professional grade mic from Røde. So congratulations again for being able to take your webinar and your webinar productions to the next level. Third up, we're happy to congratulate Anastasis on a one-year, 23 webinars pro subscription. So this allows people to grow their audiences with sophisticated features built for kind of the right landing pages, the right sign-off, all the different things that I'll happily pitch anyone on for the 23 platform. So congratulations to Anastasis for being able to get started and get started now with 23 and 23 webinars. And finally, a webinar consultancy with our webinar experts is being won by Greenflux. So this is a full-on workshop concept that we're running with people that are kind of on the step of wanting to get into webinars with people that have helped hundreds of customers succeed with webinars. So a really resilient way of not necessarily getting answers to every question, but starting to ask the right questions to really gain the knowledge in the organization to build a healthy strategy. So our team will reach out. I see the chat already having some winners. That's great. Share the excitement and all those kind of things. So congratulations to the winners. Our team will be reaching out today or tomorrow to arrange for how to get your prizes. I take another deep breath and I might need to ask the team just to, well, it actually might be me starting to ask some questions. And we can, well, we can take the question from Jacques first. Is this that for 23 webinars? So all survey computers. So pretty much back down to methodology of the survey. So what we did here is we had a qualitative survey. We ran the survey in the field for the last two, three months. And obviously some of the respondents are happy to train free users. We're happy to say different questions somewhere else on NPS that we scored higher than the rest of the market out there. So that's good. It's also the case of people that answered the survey. Probably two thirds of them were not trained free users. Obviously, when we come to quantitative data, kind of the time of day data, the time of day of week data, the average sign up, that's something that we ran across all customers that have been using our platform in the last year to kind of gauge that. So when we say that the average number of signups for webinar was 307, that's something that is exclusive or distinct for the people that are using the platform. The 23 platform, I'll say that there's no reason why that would be vastly different. The only number that I would kind of point towards is the attendance rate, but probably the well, he said kind of patting his own back. But I'll say that the attendance rate seems to be quite a lot higher on the 23 platform versus other platforms. So Karina is asking regarding the higher attendance rate on Friday. Can you tell whether signups are also higher on on Fridays? I'm wondering if people who sign up on Friday are more committed. No, people have less less attendance. Oh, sorry. Yes, because that was kind of the Monday and the Friday conundrum. So essentially, people will have a higher attendance rate on Mondays and Fridays, but sort of related or sort of weird. People have have less patience for you on a Monday, whereas on a Friday, I don't know if they have all the time in the world. But certainly on a Friday, people are more likely to sign up. And actually, they'll stick around for for longer. Yes, as well. In Niko is asking, I'm curious to know what time of day on Friday is most popular. I don't know. I'm also curious now that might be something that we can go digging on in a second. And I'll happily kind of figure that out. Whether there's also kind of people do the Friday afternoon beer webinars. And that's why everything is kind of well why engagement rates are higher. Then on a final note, because we're getting to the to the end of the hour, I'll, I'll pick up Runex question who says, Hello, team. Thank you for setting up this webinar session. You're welcome. We're happy to have you. Will you also be sharing a recording of this session with us? And this is amazing. This is kind of Stefan just said that everyone is, is underestimating the value of on demand. And when we do a webinar like this one, like we're not a lot better, we'll have a higher number of leads that come from the on demand than 10%. But it's not massively better, probably expectations somewhere around 25. So there's still a room for us to to go. But yes, we'll certainly be sharing the on demand version of this. So what will happen is, once we get done here, we'll click stop webinar, recording will be immediately available. And we'll tick the button to say this is going to be available on demand. So when you get an email afterwards, there'll be a link there. And also for the all the people that didn't attend, I mean, why would they well, how could they be so careless and not attend this webinar, but certainly, they'll get an email says we're sorry that you didn't show up. But here's the on demand. So on demand is kind of a crucial part of it. But it's also something that we'll be experimenting as we scale webinars out in in 2025. And that we're challenging all of you guys to be experimenting with, can we get that number to be a bit higher? Can we get the free bonus points for all of our hard labor to get to more than 10% of leaves being driven from from on demand? I think that's a challenge for all of us along with all of the other challenges. So that was me pitching the product based on a question. That's really cool. But yes, we will be making the we'll be making the recording available after that. So with all of that in mind, I see that there are more questions, but I think I'll leave it here. If you actually have things that you're curious about, as you start reading the reading the state of webinar reports, please reach out our email addresses, the methodology, all the people that were part of producing that it will be in the in the printed PDF version. So please reach out if there's something where you're thinking, hey, this actually might be something where you could drive a second question. Or if you think, hey, we should be, we should be asking different questions next year, we're happy to accept, accept that kind of feedback, because it's also us kind of being in the market to learn and to learn more. So with that in mind, I'll say thank you everyone for for being part of this. I really enjoyed it. I hope that you guys did as well. And thank you again.