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New Research: Webinar Viewing Time Increases 27%

Source: BrightTALK Source: BrightTALK

Webinar creation and consumption are on the rise, according to the 2018 Webinar Benchmarks Report from BrightTALK, a content and demand marketing platform. The report, which analyzed more than 14,000 webinars posted to the BrightTALK platform over the past year, shows that webinar production has increased 40% and the average viewing time has grown 27% to 42 minutes.

The report also revealed the increasing importance of sharing on-demand webinars immediately after a live event. Nearly half (48%) of on-demand webinar views occur within the first 10 days after an event ends, while an additional 26% views occur over the following 10 days.

Other key findings include:

  • Email conversions for webinars rose 31%;
  • The average webinar completion rate is 36.2%;
  • Webinar consumption is highest earlier in the week, particularly on Mondays, which average a 38% attendance rate;
  • The best time to hold a live webinar in North America is 8 a.m. or 9 a.m.; and
  • The most popular webinar content categories are training and upskilling, industry and insight trends and how-to explanations.

“This year's study clearly demonstrates the growing importance of conveying your company's story in an open and conversational format,” said Paul Heald, CEO and Co-founder of BrightTALK, in a statement. “As webinars continue to evolve, they are becoming an increasingly core part of the marketing mix.”