Events Market in the US – Size, Forecast, and Competitive Landscape: Explore TEN Holdings’ US Potential

Market Outlook: Events Market in the US 2025-2029

The events market in the US is a dynamic and rapidly evolving industry driven by diverse sectors such as corporate events, entertainment, sports, and social gatherings, with increasing demand for experiential and virtual events, technology integration, and sustainable practices. The market is expected to grow by USD 1-3 billion at a CAGR of 12%-15% between 2025 and 2029. Exact values for this market can be accessed upon purchasing the report. Key companies in this market include:

• Eva Live
• Freeman
• GES
• Jack Morton Worldwide
• Others

IPO Company Overview: TEN Holdings in the US events market

TEN Holdings, Inc. recently launched its IPO on the Nasdaq Capital Market in February 2025 under the ticker symbol XHLD, creating a new opportunity for investors. TEN Holdings is a provider of event production, broadcasting, and media services in the United States, specializing in delivering dynamic, high-quality virtual, hybrid, and live events for a wide range of industries. With a strong focus on creative solutions, cutting-edge technology, and seamless execution, TEN Holdings supports clients in producing memorable and engaging experiences, from corporate conferences to entertainment broadcasts.

Market Segmentation: How is the US events market segmented?

By Event Type

• Corporate Events
• Entertainment Events
• Sports Events
• Others

By End-User

• B2B
• B2C

Conferences and trade shows dominate the corporate events segment due to the increasing demand for businesses to network, share knowledge, and exhibit new technologies and services, driving large-scale attendance and sponsorships. Music festivals also drive demand for the events market due to their growing popularity, attracting diverse audiences and generating high ticket sales and sponsorship opportunities.

Investment Opportunities: Why explore the US events market with Technavio?

In recent years, the events market in the US has undergone significant transformation, largely driven by the shift towards virtual and hybrid events in response to the COVID-19 pandemic. The pandemic accelerated the adoption of digital platforms for hosting events, with many businesses and organizations continuing to utilize virtual technologies even as in-person events began to return. Hybrid events, which combine in-person and virtual participation, have become a key trend, offering greater flexibility and a wider reach to audiences. Additionally, there has been a growing emphasis on interactive and immersive experiences, such as virtual reality and live streaming, to enhance attendee engagement and extend the lifespan of events.

Alongside the rise of digital and hybrid formats, sustainability has emerged as a major priority in the events industry. Organizers are increasingly focusing on eco-friendly practices, from reducing waste and energy consumption to opting for sustainable venues and materials. Another notable development is the growing importance of data analytics in event planning and execution, with businesses leveraging insights to personalize experiences, optimize attendance, and measure success. With a renewed focus on inclusivity, diversity, and safety protocols, the US events market is evolving to meet the needs of both organizers and participants, creating more versatile, accessible, and sustainable experiences for all involved.

Market Dynamics: What factors are influencing the events market in the US?

Drivers:

The events market in the US is primarily driven by technological advancements, including the rise of virtual and hybrid event formats, which enable businesses to reach global audiences. Increased demand for experiential marketing, personalized experiences, and brand activations is also a key driver. Additionally, the growing importance of networking, collaboration, and knowledge-sharing in business sectors, coupled with the need for live entertainment and consumer engagement in other industries, further fuels the demand for diverse events. The ability to integrate digital tools, such as live streaming, event apps, and virtual reality, has also enhanced event accessibility, making it easier to attract and retain attendees.

Trends:

Key trends in the US events market include a shift towards hybrid and virtual events, blending in-person experiences with online participation to increase accessibility and extend reach. Sustainability is another significant trend, with event organizers focusing on reducing their environmental impact through eco-friendly practices such as zero-waste initiatives and sustainable event materials. Additionally, there is an increased emphasis on interactive and immersive experiences, with technology like augmented reality (AR) and virtual reality (VR) transforming the way attendees engage with events. Data analytics and AI-driven personalization are also gaining traction, allowing for more tailored event experiences and improved attendee engagement.

Opportunities:

The growing demand for hybrid events presents a significant opportunity for event organizers to reach broader audiences and provide more flexible participation options. Sustainability-focused events are also gaining traction, offering opportunities for businesses to differentiate themselves by adopting green practices and promoting eco-conscious initiatives. Additionally, as the events industry adapts to new technology, there are expanding opportunities in virtual reality (VR) and augmented reality (AR), allowing for immersive event experiences that captivate attendees. The rise of corporate conferences, trade shows, and industry expos also presents opportunities for B2B service providers, as companies seek more effective ways to network and collaborate on industry trends.

Challenges:

One of the key challenges in the events market is the rising cost of hosting in-person events, including venue fees, travel, staffing, and technology requirements, which can strain budgets, especially for smaller organizations. The need for constant innovation in technology to keep up with attendee expectations can also be a financial burden for some event planners. Another challenge is the unpredictability of public health and safety concerns, which can disrupt in-person events and create uncertainty. Additionally, competition in the events industry is fierce, with numerous companies offering similar services, making differentiation and maintaining a loyal client base increasingly difficult.

Investment Questions: Topics to consider when investing in the events market in the US

What is the target market and customer base? – Understand who the company serves—whether it's corporate clients, consumers, or both. Is there a clear and growing demand for their type of events (e.g., conferences, festivals, or trade shows)? Assess the potential for customer loyalty and repeat business.

How adaptable is the business model to changing trends? – Evaluate how the company is responding to recent trends, such as hybrid and virtual events, sustainability, and the increasing use of technology (e.g., AR/VR, live streaming). Is the company investing in innovation to stay competitive?

What is the regulatory environment like? – Consider any regulations or compliance requirements that may affect the business, such as safety standards, licensing, or local event permits. Are there potential risks related to event safety, insurance, or public health concerns (e.g., COVID-19 restrictions)?

How does the company manage risk, particularly with regard to in-person events? – Given the unpredictable nature of public health concerns, climate, and other external factors, assess the company's contingency planning for event disruptions. Does the company have strong cancellation policies, event insurance, and flexible service offerings?

What is the company’s technology infrastructure? – Is the company equipped with the necessary technology for event management, streaming, data analytics, and attendee engagement? How well does it integrate new technologies to enhance the customer experience and improve operational efficiency?

For a detailed analysis of the events market in the US, buy the full report

Technavio Report Insights: How Can Technavio Reports Help Investors Make Better Business Decisions?

Key Features of a Technavio Report: 

• Comprehensive Market Analysis: Provides a detailed overview of the events market in the US, including market size, growth rate, segmentation, and regional analysis. 

• In-Depth Competitive Landscape: Offers insights into the competitive dynamics, market share and positioning, and product offerings of key players. 

• Future Market Trends: Identifies emerging trends and opportunities that can shape the future of the market. 

• Detailed Segmentation: Breaks down the market into various segments to help investors identify specific niches and target markets. 

• Expert Analysis: Provides expert insights and forecasts from industry analysts

FAQ

1. What factors are driving the growth of the events market in the US?
The growth of the events market in the US is driven by technological advancements, such as the shift towards virtual and hybrid events, increasing demand for experiential marketing, and the desire for networking, collaboration, and consumer engagement. The recovery from the COVID-19 pandemic and the rise of digital platforms that allow for greater accessibility have also contributed to the market’s expansion.

2. What are the key trends shaping the events market in the US?
Key trends in the US events market include the rise of hybrid and virtual events, a strong focus on sustainability and eco-friendly practices, and the integration of immersive technologies like augmented reality (AR) and virtual reality (VR) to enhance attendee experiences. Additionally, the use of data analytics to personalize events and improve engagement is gaining popularity.

3. How has the COVID-19 pandemic affected the events market?
The COVID-19 pandemic significantly shifted the events industry, accelerating the adoption of virtual and hybrid events. Event organizers adapted by embracing digital platforms, which allowed them to reach global audiences while maintaining social distancing and safety measures. As in-person events have resumed, many companies continue to offer hybrid options, creating more flexible event formats.

4. What challenges do event organizers face in the US?
Challenges in the US events market include rising operational costs, particularly for in-person events (venues, travel, technology, and staffing), competition from alternative entertainment and leisure activities, and the ongoing uncertainty surrounding public health and safety. Event organizers must also contend with fluctuating attendee engagement and the complexity of managing hybrid or virtual events effectively.

5. What is the role of technology in the events market?
Technology plays a crucial role in the modern events market, facilitating seamless event management, enhancing attendee engagement, and enabling virtual and hybrid experiences. From event apps for scheduling and networking to live streaming, AR/VR for immersive experiences, and data analytics to personalize attendee interactions, technology has become essential in meeting evolving consumer expectations.