After years of disruption, experimentation, and recalibration, events have entered a more disciplined phase. In 2026, events are no longer treated as standalone campaigns or brand moments. They now operate as core growth infrastructure, expected to influence pipeline, accelerate deals, deepen relationships, and deliver measurable business outcomes.
Event leaders are under more pressure than ever to justify investment, prove ROI, and scale what works. At the same time, attendee expectations continue to rise across experience quality, networking value, and personalization.
To help event teams benchmark performance and plan smarter programs, we’ve compiled the most important 2026 event marketing statistics, drawing from Bizzabo’s 2026 State of Events Benchmark Report research and anonymized, aggregated in-platform data from mature, multi-event organizations.
What you’ll learn
- How in-person, virtual, and hybrid events are actually performing in 2026
- Where budgets, resources, and team capacity are trending
- Which metrics matter most for proving event ROI
- How AI, technology, and engagement expectations are reshaping event strategy
Let’s dive in.
In-person event statistics in 2026
In-person events remain the backbone of B2B event strategies, but they are being held to higher standards than ever before.
- 78% of organizers say in-person conferences, summits, and conventions are their organization’s most impactful marketing channel.
- 40% of organizers plan to host more events in 2026, while 40% plan to maintain the same volume, signaling controlled and intentional growth.
- 54% of attendees say they plan to attend more in-person events compared to last year.
- 71% of attendees believe in-person B2B conferences offer the most effective way to learn about new products or services.
A critical shift in networking effectiveness
While networking remains central to event value, perceived effectiveness has declined year over year:
- 60% of organizers rate their networking opportunities as somewhat effective
- 15% rate them as very effective, down sharply from 2025
Implication: Networking can no longer be left to chance. High-performing events are designing, facilitating, and staffing networking with the same rigor as content and sponsorship strategy.
For a deeper look at what attendees and organizers expect from modern networking, see Bizzabo’s latest insights on event networking strategy.
Event budget and resourcing benchmarks
Event budgets have not collapsed, but optimism has moderated as teams focus on efficiency and repeatability.
- 40% of organizers expect their events budget to grow in 2026
- 40% expect budgets to stay the same, and 20% expect a decrease
- 45% of event teams operate with just 1–3 people, underscoring the need for scalable systems
From Bizzabo in-platform data:
- High-performing organizations run an average of 25 events per year
- With 412 registrations and 269 attendees per event
- And an average 52% attendance rate across events with recorded attendance
Implication: Teams are doing more with stable resources. Optimization now matters more than expansion, especially for organizations operating across multiple regions and formats.
Event ROI and measurement benchmarks
Confidence in event measurement is improving, but it remains uneven across the industry.
- 40% of organizers report difficulty proving event ROI in 2026
- This is down from 70% in 2025, showing meaningful progress
Leadership expectations have also evolved. Events are no longer evaluated solely on attendance or satisfaction. They are increasingly measured on pipeline influence, deal velocity, and customer retention.
From platform benchmarks:
- Overall visit-to-registration conversion: 21.5%
- Dynamic registration flows convert at 24.4%, compared to 11.6% for static flows
Implication: ROI confidence increases when event data is centralized and connected to CRM and revenue systems. Teams that invest in integrated analytics outperform those relying on manual reporting.
For a deeper framework, explore Bizzabo’s guide to measuring and maximizing event ROI.
Virtual events and webinar statistics for 2026
Virtual events are not replacing in-person experiences. They are complementing them as always-on engagement channels.
- 53% of attendees plan to attend more webinars in 2026
- 61% of organizers report increased webinar attendance year over year
- 82% of organizers create video-on-demand content from events, with 53% gating at least some of it
From Bizzabo platform data:
- Virtual session completion averages 71% of total session length
- Average virtual viewing time is approximately 46 minutes per session
Implication: Webinars have evolved into a consistent learning and community channel, not a fallback option. Leading teams integrate webinars into a unified event strategy rather than treating them as one-off tactics.
Hybrid event benchmarks
Hybrid remains selective and intentional rather than the default format.
From in-platform benchmarks:
- 63% of events are in-person
- 33% are virtual
- 4% are hybrid
Implication: High-performing programs concentrate on a small number of repeatable formats aligned to clear outcomes. Hybrid works best when it supports specific goals rather than attempting to replicate in-person experiences digitally.
Event technology statistics
Modern event technology is no longer optional. It directly impacts both attendee experience and operational efficiency.
- 73% of attendees expect in-person conferences to use modern event technology
- 55% of attendees say the mobile event app can make or break their experience
- 79% of organizers have their event platform integrated with CRM or marketing automation tools
- 64% of organizers plan to change their event management software vendor within the next year
Implication: Consolidation and integration matter more than adding new tools. Event leaders are prioritizing unified platforms that support execution, engagement, and measurement at scale.
Learn how enterprise teams approach this transition in Bizzabo’s guide to event tech migration.
AI in events: one of the strongest signals for 2026
AI adoption accelerated faster than any other trend in 2026.
- 95% of respondents expect their organization’s use of AI in events to increase
- 35% anticipate significant increases
Primary use cases include:
- Analytics and measurement
- Event marketing and communications
- Agenda and content design
At the same time, organizers cite concerns around accuracy, trust, and governance.
Implication: AI delivers value when embedded into real workflows, not when treated as a standalone feature. Event leaders are focusing on practical applications that improve speed, relevance, and insight.
Attendee engagement and experience benchmarks
Experience expectations continue to rise across all event formats.
- 95% of organizers say incorporating experiential learning is important
- 75% say immersive experiences that allow attendees to disconnect are important
- Yet only 15% of organizers rate their networking experiences as very effective
From platform data:
- 47.3% of attendees participate in community features such as chat or discussion spaces
- Events generate an average of 574 messages per event
Implication: Engagement must be designed, moderated, and staffed. The most effective events treat engagement as an operational discipline, not a passive outcome.
Snapshot: events on the Bizzabo platform in 2026
Based on anonymized, aggregated in-platform data from mature event programs:
- Average events per organization per year: 25
- Average registrations per event: 412
- Average attendees per event: 269
- Average attendance rate: 52%
- Average event duration: 11.8 hours
- Average sessions per event: 7.5
- Average session completion rate: 98.5%
The optimization era of events
In 2026, success in events is no longer defined by scale alone. The industry has entered an optimization era, where impact comes from intentional design, unified systems, and confident measurement rather than doing more at all costs.
Teams that treat events as a long-term system, not isolated moments, are better positioned to earn executive trust, secure sustained investment, and drive measurable business outcomes.
If your organization is focused on scaling impact without scaling complexity, get in touch with our team to explore how Bizzabo’s Event Experience OS helps enterprise teams connect strategy, execution, and measurement across their entire event portfolio.
Editor’s note: This post was originally published in December 2018 and has been updated for accuracy and relevance.
