ON24 vs SparkToro

ON24 and SparkToro both serve the data-analytics space, but they target different segments of the market and solve fundamentally different problems. ON24 positions as a enterprise-tier solution, while SparkToro aims at the growth segment.

ON24: Run webinars with built-in audience intelligence — ON24 captures engagement data and content performance without bolting on separate analytics tools.

SparkToro: Audience intelligence platform that reveals where your customers actually spend time and what they care about—cutting through the noise of assumed personas.

In our 9-dimension evaluation, ON24 scores 78/100 and SparkToro scores 7.8/100. ON24 pulls ahead with stronger scores across strategic fit, reliability, and ROI dimensions.

ON24's key advantage: Run webinars with built-in audience intelligence — ON24 captures engagement data and content perform

SparkToro's key advantage: Reveals actual audience behavior across search, social, and content consumption—not assumptions—enabling more targeted content strategy decisions with measurable confidence.

Our take on ON24: The enterprise webinar standard. The AI audience intelligence provides genuine value for B2B event programs.

Our take on SparkToro: Replaces days of manual audience research. The most efficient way to understand where your audience actually pays attention.

Choose ON24 if your team focuses on enterprise teams, data & analytics workflows. Choose SparkToro if you prioritize b2b saas companies defining content strategy for new market segments, thought leadership and personal brand builders validating audience interests.

Watch out: ON24 — Newer entry — full review in progress. SparkToro — Data is aggregated from public sources only—cannot access first-party customer data, limiting accuracy for niche or highly specialized B2B audiences w.