68% of Webinar Teams Now Chop the Webinar Into Clips. The Live Room Stopped Being the Point.

Two thirds of webinar programmes have quietly stopped treating the live event as the product.

TwentyThree's State of Webinars 2026 reports that 68% of organisations now repurpose their webinars into other formats — clips, articles, social content. It's a new question in the report this year, which tells you how fast this became normal.

And they're running more of them. 45% of organisations say they ran more webinars than the year before, 43% stayed roughly flat, and only 12% cut back. Two thirds describe webinars as very or extremely important to their overall digital strategy.

The honest caveat first: the report is built on survey responses from 133 webinar makers, supplemented by anonymised data from webinars run on TwentyThree's own platform. That is a vendor dataset and a small sample. Treat it as a signal, not a census.

But the signal matches what creators already know.

The live room was never the asset

High-ticket creator webinars — the ones selling $2K to $25K offers — typically see a 30 to 40% show-up rate, 5 to 12% attendee-to-purchase, and $40 to $120 revenue per registrant.

Run that math on 400 registrants. Around 140 people in the room. Maybe ten buyers. Everything else you built — the slides, the demo, the story, the 47 minutes of genuinely good teaching — evaporates at 9pm unless you do something with it.

So teams started doing something with it. The webinar became a shoot.

The part the trend report doesn't advertise

Here's the catch nobody puts in the LinkedIn carousel. On TwentyThree's numbers, on-demand converts at roughly 19% against about 63% for live.

The recording reaches more people and persuades fewer of them. Contrast's data on a million-plus registrants shows 61% of registrants watch either live or on demand, with about 42% of total views coming from replay. Nearly half your audience is watching the version that sells worst.

That's not an argument against repurposing. It's an argument against pretending a replay link is a funnel.

What this changes for a one-webinar-a-month creator

If the clips are the point, the production brief changes. You write for the cut, not just the room. Self-contained answers. A hard open on every segment. Numbers said out loud, not shown on a slide that a vertical crop will destroy.

It also changes the cadence argument. Two big launches a year produces two assets. Twelve monthly sessions produce twelve recordings and, if you're disciplined, several dozen clips — plus the thing most creators skip entirely.

Which is measurement. Only 48.5% of companies integrate their webinar tooling with their martech stack, which leaves webinar measurement badly fragmented. Half the industry is cutting clips and has no idea which ones brought a buyer back.

The event stopped being the point. The tracking hasn't caught up.