ON24, Inc. (ONTF): 5 Analyse des forces [Jan-2025 Mise à jour]

Dans le paysage des événements numériques en évolution rapide, ON24, Inc. se dresse au carrefour de l'innovation technologique et de la dynamique du marché, face à un écosystème complexe de forces concurrentielles qui façonneront sa trajectoire stratégique en 2024. Alors que les plates-formes d'événements virtuelles et hybrides continueront de redéfinir la communication d'entreprise Et l'engagement, la compréhension de l'interaction complexe de l'énergie des fournisseurs, des préférences des clients, de l'intensité concurrentielle, des substituts potentiels et des obstacles à l'entrée du marché devient crucial pour déchiffrer la croissance et la durabilité potentielles d'ON24 dans un marché numérique de plus en plus encombré.

ON24, Inc. (ONTF) - Porter's Five Forces: Bargaining Power des fournisseurs

Nombre limité de technologies spécialisées et de fournisseurs de services cloud

En 2024, ON24, Inc. s'appuie sur un marché concentré de fournisseurs de services cloud:

Dépendance à l'égard des outils de développement de logiciels

Dépendances critiques de l'outil de développement de logiciels:

• Github: 100 millions de référentiels
• Jira: utilisé par 65 000 clients
• Docker: 7 millions de développeurs

Coûts de commutation élevés potentiels

Coûts de migration technologique estimés pour les plateformes d'entreprise:

Concentration des fournisseurs dans des plates-formes d'événements virtuels

Métriques de concentration du marché:

• Les 3 meilleurs fournisseurs de plate-forme d'événements virtuels contrôlent 68% du marché
• Coût moyen de l'abonnement à plate-forme: 3 500 $ par mois
• Marché annuel des événements virtuels mondiaux: 18,2 milliards de dollars

ON24, Inc. (ONTF) - Porter's Five Forces: Bargaining Power of Clients

Clients d'entreprise et options de plate-forme d'événements virtuelles

Depuis le quatrième trimestre 2023, ON24 fait face à une concurrence importante sur le marché des plateformes d'événements numériques avec environ 7 à 9 concurrents majeurs offrant des solutions d'événements virtuelles similaires.

Coûts de commutation et dynamique du marché

Les coûts de commutation de plate-forme d'événements numériques sont relativement bas, estimés à 3 à 5% du budget total de la technologie annuelle pour les clients des entreprises.

• Temps de migration moyen entre les plates-formes: 2 à 4 semaines
• Coûts de transfert de données: 1 500 $ à 5 000 $
• Frais de formation pour une nouvelle plate-forme: 2 000 $ - 7 500 $

Sensibilité aux prix sur le marché des événements numériques

Les clients d'entreprise démontrent une sensibilité élevée aux prix avec 67% en comparant plusieurs plates-formes avant de prendre une décision d'achat.

Demande de technologie du webinaire interactif

Les études de marché indiquent que 82% des clients d'entreprise priorisent les fonctionnalités interactives avancées dans les plateformes d'événements virtuelles.

• Demande de sondage en temps réel: 76%
• Exigence pour les salles d'évasion: 68%
• Désir des analyses avancées: 84%

ON24, Inc. (ONTF) - Five Forces de Porter: Rivalité compétitive

Paysage de compétition intense

Au quatrième trimestre 2023, ON24 fait face à une pression concurrentielle importante des acteurs clés du marché de la plate-forme d'événements virtuels:

Dynamique du marché

Taille du marché de la plate-forme d'événements virtuels: 15,3 milliards de dollars en 2023, prévu atteinter 27,6 milliards de dollars d'ici 2026.

Capacités compétitives

• Zoom: 300 millions et plus de participants à la réunion quotidiennement
• Microsoft Teams: 270 millions d'utilisateurs actifs
• Webex: 190 millions de participants à la réunion mensuelle
• ON24: 2,1 millions d'événements virtuels organisés en 2023

Métriques d'innovation

Positionnement du marché

Différenciation de la plate-forme de fiançailles:

• On24 génère 40% de contenu interactif plus
• Analyse avancée couvrant 85% des interactions d'événements virtuels
• Suivi d'engagement alimentaire à l'apprentissage automatique

ON24, Inc. (ONTF) - Five Forces de Porter: menace de substituts

Conférences et événements traditionnels en personne

Taille du marché des événements commerciaux mondiaux en 2023: 1,1 billion de dollars. Le marché des événements hybrides prévoyait de atteindre 504,76 milliards de dollars d'ici 2028. Dépenses technologiques des événements par participant: 1 294 $ en 2023.

Plates-formes de vidéoconférence gratuites

Google rencontre des utilisateurs actifs mensuels: 500 millions. Zoom des participants à la réunion quotidienne: 300 millions. Microsoft Teams: 270 millions d'utilisateurs actifs mensuels.

• Google Rencontrez le niveau gratuit: réunions illimitées
• Zoom Tier libre: limite de réunion de 40 minutes
• Microsoft Teams Version gratuite: 100 participants

Les réseaux sociaux et les plateformes de streaming

LinkedIn Live Events en 2023: 78 millions. YouTube Live Monthly Active Streamers: 43 millions. Twitch Average des téléspectateurs simultanés: 2,5 millions.

Outils de communication asynchrones

Utilisateurs actifs quotidiens de Slack: 18 millions. Asana Recurrant Revenue Recuronning: 470 millions de dollars. Évaluation de la notion: 10 milliards de dollars.

• Croissance du marché des outils de communication asynchrones: 15,3% par an
• Marché mondial des logiciels de collaboration: 32,4 milliards de dollars en 2023
• Outils de collaboration de travail à distance Adoption: 87% des entreprises

ON24, Inc. (ONTF) - Five Forces de Porter: menace de nouveaux entrants

Exigences de capital initial faibles pour les plateformes d'événements numériques

Coût des infrastructures cloud pour les plates-formes d'événements numériques: 5 000 $ - 15 000 $ Investissement mensuel de démarrage.

Augmentation des obstacles technologiques à l'entrée

Coûts de développement technologique pour les plates-formes d'événements numériques complètes: 500 000 $ - 2 000 000 $.

• Développement de l'intégration de l'IA: 250 000 $ - 750 000 $
• Développement des fonctionnalités d'engagement interactif: 150 000 $ - 500 000 $
• Technologie de streaming avancée: 100 000 $ - 250 000 $

Besoin d'IA avancés et de fonctionnalités d'engagement interactif

La réputation de la marque établie comme un défi d'entrée sur le marché important

ON24, Inc. Part de marché: 35,7% dans les plates-formes d'événements numériques en 2023.

• Coût d'acquisition du client: 5200 $ - 8 500 $ par client d'entreprise
• Investissement de reconnaissance de la marque: 1,2 million de dollars - 3,5 millions de dollars par an

ON24, Inc. (ONTF) - Porter's Five Forces: Competitive rivalry

You're looking at the competitive landscape for ON24, Inc. (ONTF) as of late 2025, and the rivalry force is definitely applying pressure. The market for digital engagement platforms isn't exactly wide open; it's crowded with specialized peers and large generalists vying for the same marketing and sales budget dollars.

The intensity of this rivalry is evident when you look at the revenue trajectory. The market feels mature, which pressures ON24's top line. The company raised its full-year 2025 revenue guidance to a range of $138.6 million to $139.2 million. To put that in context, the Q3 2025 total revenue was $34.6 million, representing a 4.7% decrease compared to the $36.3 million reported in Q3 2024.

Differentiation is key, but it requires heavy investment. ON24, Inc. is positioning itself as an AI-powered engagement platform, which means the R&D spend to keep up with innovations like AI-generated content-which saw audience engagement soar by more than 7X in 2024-is a growing fixed cost you need to factor in. This spend is happening while the company is still focused on turning around revenue growth; Total ARR stood at $124.5 million as of September 30, 2025.

Price competition is high because the basic webinar feature set has become commoditized. While ON24, Inc. offers deep engagement tools, it is noted as one of the pricier options. You see this contrast clearly when comparing it to large generalists like Zoom Events and Webinars, which are great for basic webinars but lack the same level of customization and engagement features.

Here's a quick look at the financial context surrounding this rivalry as of the latest reported figures:

The competitive set includes both specialized and broad-market players, forcing ON24, Inc. to constantly justify its premium positioning through advanced features and data. You need to track how effectively the AI investments translate into retention and new logo wins against these alternatives.

Key competitors driving this rivalry include:

• Specialized Peers: Kaltura, Communique Webinars, Goldcast.
• Large Generalists: Zoom Events and Webinars, Microsoft Teams Webinars.
• Other Major Platforms: Cvent, Adobe Connect, GoToWebinar.
• Browser-First Alternative: Livestorm.

Finance: draft the impact of a 5% price erosion on the $139.2 million revenue guidance by next Tuesday.

ON24, Inc. (ONTF) - Porter's Five Forces: Threat of substitutes

You're looking at the competitive landscape for ON24, Inc. (ONTF) as of late 2025, and the threat from substitutes is definitely real. These alternatives don't always look like direct competitors; sometimes they are just easier, cheaper ways for your customers to achieve a fraction of what ON24 offers. It's about the path of least resistance for a marketing budget.

Simple video conferencing tools like Zoom and Google Meet present an easy, low-cost substitute for basic events. While ON24, Inc. (ONTF) focuses on an intelligent engagement platform capturing deep first-party data, a basic webinar or meeting can often be run on a platform that already has wide adoption. The global video conferencing market generated $14.2 billion in revenue in 2024, with business platforms accounting for 61% of that total. To be fair, ON24, Inc. (ONTF) is fighting for the high-value engagement segment, but the sheer scale of these substitutes is a constant pressure point.

Here's a quick look at the market presence and cost structure of these common substitutes:

The return to in-person events post-pandemic remains a major market substitute, pulling budget and focus away from purely digital solutions. While the virtual events market is projected to hit $236.7 billion in 2025, the reality is that in-person gatherings still command the lion's share of event revenue. Data suggests that in-person events still account for 60% of total event revenue shares, compared to 35% for virtual events. Also, 83% of 2025 meetings are still expected to have an in-person component, showing that face-to-face interaction hasn't been fully replaced. If onboarding takes 14+ days, churn risk rises, but if a major industry conference goes back to being fully physical, that's budget lost for the year.

Social media and professional networking sites, like the new LinkedIn alliance, can bypass the dedicated platform. ON24, Inc. (ONTF) is actively addressing this by partnering with LinkedIn for frictionless registration and promotion, which is a smart move to integrate rather than ignore. Still, the ability for marketing teams to drive awareness and registration directly through established social channels reduces the perceived necessity of a standalone engagement hub for top-of-funnel activities. This is a battle for the initial click, not just the engagement quality.

Finally, in-house content management systems and marketing automation platforms can replace the engagement hub function, especially for organizations prioritizing platform consolidation. While ON24, Inc. (ONTF) is driving deep engagement metrics, some marketing departments might opt to build out rudimentary content experiences within their existing MarTech stack. The fact that nearly one in five ON24, Inc. (ONTF) customers are now paying for its AI offerings, a number increasing every quarter, suggests that the value proposition must be significantly more advanced than what a standard marketing automation platform can offer out-of-the-box to justify the spend over an internal build.

Finance: draft 13-week cash view by Friday.

ON24, Inc. (ONTF) - Porter's Five Forces: Threat of new entrants

You're looking at a market where the entry barrier isn't a single wall, but a series of increasingly high gates, especially if you aim for the high-value enterprise segment where ON24, Inc. thrives. The threat of new entrants is significantly moderated by the complexity and capital required to replicate ON24's current offering.

The barrier for basic webinar tools is low, but high for an enterprise-grade platform. While the global webinar software platform market is estimated at $2.5 billion in 2025, suggesting many players exist at the lower end, ON24's dominance in the top tier is clear. ON24, Inc. was ranked the #1 Enterprise Webinar Platform in the G2 Spring 2025 and Fall 2025 Reports. Achieving this required a 98 satisfaction score and a 96 market presence score in Spring 2025, which new entrants cannot achieve overnight. Simpler platforms often lack the necessary depth; for instance, some competitors are noted for lacking the deep customization and analytics that ON24, Inc. provides.

New entrants need significant capital to compete with ON24's AI-driven analytics and data moat. ON24 has successfully integrated advanced features, with nearly one in five customers now paying for its AI-powered solutions. Developing and maintaining this level of AI software is inherently expensive, as AI software is noted as being expensive to develop and maintain due to high computational needs. To build a comparable, full-fledged SaaS platform, a new company might spend more than $500,000 on initial development, with complex applications costing $220,000 to over $400,000. Competing against ON24, Inc.'s current $141M trailing twelve-month revenue and $229M market capitalization demands a massive, sustained capital outlay just to reach parity on technology.

ON24's focus on regulated industries creates a compliance barrier for newcomers. ON24, Inc. explicitly focuses on regulated sectors for new business, serving major players like 3 of the 5 largest global pharmaceutical companies. Operating in these spaces-such as financial services and healthcare-means adhering to stringent rules like HIPAA, AML, and KYC, which result in higher compliance expenses. A new entrant must immediately budget for complex legal and regulatory adherence, which can involve initial setup costs of $5,000-$20,000 for compliance tools alone, on top of the specialized staff needed to navigate these intricate frameworks.

Established distribution channels and enterprise sales cycles are difficult for new players to penetrate. ON24, Inc. has secured relationships with 4 of the 5 largest global software companies, indicating deep penetration into established enterprise procurement channels. Breaking into these accounts requires navigating long, high-touch sales processes. The general B2B sales cycle averages 2.1 months, but enterprise SaaS sales are characterized by a six month minimum cycle, sometimes extending up to 3-12 months. The Software industry average total sales cycle is 90 days. A newcomer must sustain operations and marketing efforts for this extended period before seeing revenue from a single large contract, a significant hurdle against an established player with seven consecutive quarters of positive free cash flow as of Q3 2025.

Finance: draft 13-week cash view by Friday.