The Comprehensive Guide to Webinar Attendance Rates and Performance Benchmarks
The webinar attendance rate is a KPI that refers to the ratio of registrants to webinar attendees. Meaning the number of people who sign up to a webinar that actually make it to watch the webinar live, or on-demand. Typically, you can expect this to be between 40 - 60 %.
Calculating Your Attendance Rate
To calculate the attendance rate, divide the number of attendees by the total number of registrants and multiply by 100 to get the percentage. A higher attendance rate typically indicates a successful webinar, while a lower rate may suggest a need to improve various aspects, such as promotion, number of reminders, content, or scheduling.
Webinar Attendance Benchmarks for 2025
The average live attendance rate in 2025 is 49% - meaning on average about half of the registrants show up to watch the webinar live (Source: Univid Webinar Insights). If you include people that watch the replay only - meaning look at the total people that either attend your webinar live, and/or watch the replay, the average attendance rate jumps to 57%.
Webinar attendance rates varies across industries - but can typically be expected to be around 35-60%. It is important to keep in mind that each industry has it's own benchmarks, and a variety of factors impacts registrations you can expect.
Performance Ratings by Webinar Type
A good live webinar attendance rate is above 50%. Let's break down what an OK, good, and great webinar attendance rate looks like if you are hosting a webinar for external purposes:
- External marketing webinars: These typically see the lowest attendance rates of around 35-45%.
- Internal communications webinars: These have the highest attendance rates of around 55-60%.
- Outstanding Performance: An attendance rate of 65% is considered outstanding.
Improving Your Attendance Results
A higher attendance rate typically indicates a successful webinar. In Univid's webinar platform you have three reminders by default, which typically improves attendance rate substantially. Also, there are simple buttons where the registrants can add the event to the calendar so they won't miss out. Factors such as the time and day impacts webinar attendance rate significantly.
Additional Key Performance Indicators
Beyond the attendance rate, you should consider other measures to get a real idea of how many people actually converted towards next steps:
- CTA conversion rate: The average CTA conversion rate for webinars is 22% (Source: Univid Webinar Insights).
- Interaction rate: This can give you an idea of how well you kept focus throughout the webinar.
- Average time watched: This metric per attendee helps evaluate the value of your content.
