The most insightful part of the report (from my perspective) is the registrants conversion to live attendees – across vendors and based on the webinar type.
The report also argues that the success metric of the webinar would be the number of registrants rather than live attendees, as all registrants expressed an interest in the topic and can be followed up as leads.
My guess, the best metric would depend on the company’s objective and specifics of a particular campaign. Webinar might be successful based on the registrants/attendees from specific accounts, or registrants company sizes, or actual engagement with the content, or even happiness of the sales organization with the quality of the generated leads 🙂
Another interesting point: on-demand webinars viewed differently. Viewers can skip sections of the content (lower viewing time), but more on-demand viewers will see the end of the webinar and the next steps.