Webinar Pricing Data


We have just finished up a summary report based on initial responses to a survey we are running on the marketing of Webinars (whether as an educational product or as promotional/lead generation tool). Participants in the survey will receive the report within the next day or so, but I thought I’d go ahead and share some of the data we got on pricing.

Here are the questions we asked of organizations that actually sell Webinars:

Highest Webinar Price

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 62 responses): $199

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 62 responses): 87.5 minutes

This works out to approximately $2.27 per minute. So, at the high end, a one hour Webinar would run around $136.

***

Lowest Webinar Price

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 61 responses): $76

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 61 responses): 73 minutes

This works out to approximately $1.04 per minute. So, on the low end, a one hour Webinar would run about $62

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. It’s worth noting that they are also pretty well in line with the pricing levels we found in research for the Association Learning + Technology report (free). I don’t advocate setting your pricing based on either set of numbers – you should price based on the value you deliver – but these do at least give you some idea of the market expectations with which you may be dealing.

Jeff

P.S. – If you are interested in the pricing of online learning in general, I recommend reading the aptly named Pricing Online Learning.

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{ 4 comments… read them below or add one }

BRad Poquette June 16, 2010 at 6:51 am

CAn you share what industries were surveyed? We do webinars for nurses and wonder if they answered with lesser costing, thanks

Brad

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Jeff Cobb June 16, 2010 at 11:30 am

Brad – We did not drill down very deeply on an industry level on this one – mainly distinguished between nonprofit, for profit, etc. I can tell you from past surveys in the association market, however, that for online educational content in general, the non-physician healthcare market (which is as close as we have gotten to narrowing down to nurses) charged about 20% below the average and about 40% below the median across all industries. – Jeff

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Anita Renzetti June 9, 2011 at 12:46 pm

Jeff, approximately how many survey respondents were there? You referred to a small sample but I’m not sure what that means. Thank you! Anita

Reply

Anita Renzetti June 9, 2011 at 12:48 pm

Sorry, I see it is around 62 respondents. Thank you! Anita

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