Webinar Pricing and Sponsorship Data

"Webinar" on laptop screen, hands on keyboard for webinar pricing data concept

This data comes from the most recent round of our Webinar survey that was conducted in July 2021. There were 180 qualified responses to the survey.

Participation in the survey was diverse. Respondents represented a wide range of professions and industries as well as a range of organization types – from trade and professional associations, to for profit corporations and entrepreneurs, to educational institutions, to charitable organizations.

We’ll stress that this is in no way a guide to setting Webinar registration or sponsorship fees or a suggestion for how you should price your registration fees and sponsorships. What is viable will vary greatly by the field or industry served and the nature of the audience. That said, these figure do at least provide a high level point of reference as you consider what will work for your specific audience.

Here are the questions about Webinar pricing data we asked of organizations that sell and/or accept sponsorships for Webinars they offer.

Highest Webinar Pricing

Question: What is the highest amount (in U.S. dollars) your organization charges for a Webinar? Please enter a whole number–no commas, decimals, or dollar signs.

Average (out of 96 responses): $142.47

Question: What is the typical length (in minutes) of one of the Webinars for which your organization charges this highest amount? (For example, enter 60 for a one-hour Webinar.) Please enter a whole number–no commas or decimals.

Average (out of 96 responses): 114.26 minutes

This works out to approximately $1.25 per minute. So, at the high end, a one hour Webinar would run around $75, on average, for an individual registration.

Lowest Webinar Pricing

Question: Excluding any free Webinars you may offer what is the lowest amount (in U.S. dollars) your organization charges for a Webinar? Please enter a whole number–no commas, decimals, or dollar signs.

Average (out of 76 responses): $48.02

Question: What is the typical length (in minutes) of one of the Webinars for which your organization charges this lowest amount? (For example, enter 60 for a one-hour Webinar.) Please enter a whole number–no commas or decimals.

Average (out of 76 responses): 72.29 minutes

This works out to approximately $.66 per minute. So, on the low end, a one hour Webinar would run about $40, on average, for an individual registration.

This is a relatively small sample, but these figures might nonetheless be of some help if you are in the midst of figuring out your Webinar price points.

I’ll emphasize though, that we never advocate setting prices based purely on what the market trends are. These are simply a point of reference. They tell you something about what market expectations may be, but your overall product strategy should focus on how you differentiate your product – and, by extension, your price – from the market. If you want to explore pricing in greater depth, I recommend the following posts:

Pricing Online Learning (Article | Blog Post)
A discussion of some of the fundamental principles of pricing as they apply to sales of e-learning products and services.
3 Axioms of Pricing for Your Education Products (Video)
A brief overview of some essential concepts that it pays to have in mind when developing a pricing strategy.
Effective Pricing Practices for Your Educational Offerings (Video)
Video of one of the Content Pods™ at the 2015 Leading Learning Symposium

Finally, I’ll note my strong bias that Webinars – at least when they are called “Webinars” – are best used for content marketing, and as a result, best offered for free. If you want to sell it, don’t call it a Webinar.

Webinar Sponsorship Fees

As noted, with this round of the Webinar pricing data survey we also asked about fees that organizations charge for sponsorship of Webinars.

Single Level Sponsorship

This group indicated that they only offer a single level of sponsorship per Webinar.

Question: What is the typical fee (in U.S. dollars) your organization charges for sponsoring a single Webinar?

Average (out of 39 responses): $5,640

Multi-Level Sponsorship

This group indicated they offer multiple levels of sponsorship for a single Webinar.

Question: What are the typical fees (in U.S. dollars) your organization charges for sponsoring a Webinar? Please begin with your lowest level sponsorship in the Level 1 box and enter as many subsequent levels after that as are applicable to your organization.

Because the number of levels varied among 39 respondents, we’re reporting the high and low average for the range. At the low and high end these averages broke down as follows:

Low end: $2,400
High end: $11,000

What you are actually able to charge for sponsorship will, of course, vary based on the size of your audience, the nature – and, in particular, the price point – of products and services that tend to be purchased by your audience, and the benefits you offer to sponsors. We asked respondents about the benefits they provide with sponsorship.

Question: Which of the following benefits do sponsors receive? Check all that apply. (If you offer multiple levels of sponsorship, please indicate all benefits that would apply at the highest level.)

We offered the following response options:

Logo or text link from your Web site to sponsors’ Web site
Opportunity to insert “qualifying questions” poll in Webinar
List of registrants for sponsored Webinars
Opportunity to speak or present during the Webinar
Complimentary Webinar registrations for sponsors stakeholders (e.g., customers, employees, etc.)
Guaranteed number of mentions in organizational e-mail communications
Guaranteed number of mentions in organizational print publications
Other (please specify)

Here’s how the responses broke down:

Jeff