Key Finding: 78% of companies are either increasing their webinar budget (22.8%) or maintaining the same investment (56.4%) according to TwentyThree's 2025 State of Webinars report. This sustained investment signals continued confidence in webinars as a core marketing channel.
Corporate investment in webinars shows no signs of slowing. According to TwentyThree's comprehensive industry research, 78% of companies are either increasing or maintaining their webinar budgets.
This data point is significant: it indicates that webinars have moved from experimental to essential in marketing strategy.
The Investment Breakdown
- 22.8% of companies are increasing webinar spending
- 56.4% are maintaining current investment levels
- 31% of B2B marketers expect increased investment specifically in webinars (CMI)
- 21% expect increased investment in digital events broadly (CMI)
Why Companies Keep Investing
78%
Increasing or maintaining budgets
68%
Can tie webinars to revenue
75%
Say webinars lower CPL
62%
Rate webinars as critical
The investment is driven by measurable results:
- 68% of marketers can tie webinars directly to revenue (ON24)
- Measure results using your own webinar data.
- 62% of companies rate webinars as extremely or very important to digital strategy
- 91% of B2B professionals prefer webinars as content format
The Volume Trend
Investment isn't just about budget—it's about activity. TwentyThree's data shows:
- 90%+ of organizations have run the same or more webinars compared to last year
- 42.6% have increased their annual webinar frequency
- Nearly half run 11+ webinars per year, with 7% producing 100+
What This Means for Marketers
Stefan Ciancio, WebinarKit co-founder and author of "Sell More With Webinars", sees the investment trends as validation:
"When 78% of companies are maintaining or increasing investment, it means webinars have proven their ROI. The 20,000+ businesses on WebinarKit are part of this trend—they're investing because it works."
For businesses not yet fully invested in webinars, the data suggests a clear opportunity gap.
Join the Investment Trend
Join 20,000+ businesses using WebinarKit. Start your trial today.