The entertainment and media industry is a rapidly evolving and dynamic field. Trade shows and conferences provide an essential platform for professionals to come together, share insights, and stay up-to-date on the latest trends and developments. The entertainment and media industry has experienced significant growth in recent years, driven by technological advancements and consumer behavior changes.
The increasing popularity of streaming services has led to a shift away from traditional linear television, and the growth of online video platforms has created new opportunities for content creation and distribution. The entertainment and media industry events provide a platform for attendees to hear from industry leaders, attend educational sessions and workshops, and learn about new technologies and best practices.
The COVID-19 pandemic significantly impacted the Entertainment & Media events industry in early 2020, leading to the postponement or cancellation of numerous events. Despite these challenges, virtual platforms allowed event organizers to continue offering attendees educational and networking opportunities, helping maintain engagement and interaction within the industry.
In 2022, a combination of virtual, in-person, and hybrid events emerged as a popular format. Incorporating these various formats made events more accessible and facilitated greater collaboration among experts in the Entertainment & Media sector. This report will consider the period from early 2020 to the end of 2021 as the “COVID period.” We will compare pre-2020 and post-2021 as the “pre” and “post-period,” respectively, to assess the industry’s current state and future trajectory.
ENTERTAINMENT AND MEDIA EVENTS OVERVIEW
The entertainment and media events industry has seen significant growth in recent years, and this trend is expected to continue. The increasing impact of technology and the changing landscape of the entertainment and media industry have created new opportunities for collaboration, networking, and innovation.
Entertainment & Media events provide a platform for industry professionals to congregate, network, share knowledge and forge partnerships. In addition, these events offer a wealth of expertise and experience from around the world and facilitate networking. The COVID-19 pandemic hugely impacted the events industry due to its reliance on in-person product launches, displays, and relationship building. As a result of the pandemic, many events had to be cancelled, postponed, or transitioned to virtual formats. However, in 2022, we saw a resurgence of in-person events, while some events leveraged hybrid formats, combining the best of both in-person and virtual experiences.
This report will provide a comprehensive overview of the number of events in the Entertainment & Media industry as a comparison metric to assess the events returning to normalcy post-covid. It will analyze the events across several key regions and relevant trends to give a clear industry picture. The core focus of the report is to evaluate the pre-covid status of the industry and compare it with the current state to understand the impact of the pandemic and the way forward for the industry.
(Note: The numbers of events reflect events captured on the 10Times platform across the regions. While not perfect, we expect it to be close to reality with less than a 10% standard deviation).
ENTERTAINMENT AND MEDIA EVENTS TRENDS
As shown by the data in Figure 1, there has been a significant number of entertainment and media events over the last five years, providing attendees with opportunities to connect and engage with leading industry innovators, companies, and specialists. The number of events post-COVID is higher than before the outbreak, as indicated by the data in figure 1.
This increase is likely due to the cost-effectiveness and broader reach of virtual events, which event organizers adopted in response to the pandemic.
Despite the sudden move to virtual or hybrid formats for events in 2020, the importance of these gatherings remained intact for Entertainment & Media companies that had already incorporated them into their marketing strategies. The following chart provides insight into the trends in Entertainment & Media events in various countries as per the data by 10times. The United States typically hosts a significantly larger number of B2B events than other regions.
ENTERTAINMENT AND MEDIA TRADE SHOWS
As depicted in Figure 3, the entertainment and media industry has seen a significant number of trade shows in the past five years. The data shows that the number of trade shows increased in 2022 compared to 2019, which is a positive trend for the industry. The COVID-19 pandemic significantly impacted in-person events, but virtual event platforms provided organizers a cost-effective and accessible way to continue hosting events.
The data below illustrates the trend of entertainment & media trade shows held in five major regions over the past five years (selected based on the number of events and audience size for this report). It is noteworthy to observe the speed at which each region has recovered regarding the number of events being held.
The USA has consistently held the highest number of events, indicating a strong demand for such events and a thriving entertainment & media industry. Figure 4 illustrates the trend of entertainment & media trade shows in the United States over the past five years. The figure shows that the number of events has consistently been high. Post-pandemic, the adoption of virtual and hybrid formats has led to an increase in the number of events organized, surpassing the level in 2019.
Figure 5 illustrates the number of Entertainment & Media trade shows held in the past five years in the UK. The data clearly shows that the number of events organized in the UK post-pandemic has surpassed the numbers from 2019. This is primarily due to the mix of in-person and virtual events, unlike pre-covid when most events were held in-person.
The data in Figure 6 shows that Canada has seen a surge in the number of Entertainment & Media trade shows after the pandemic. The increase in the number of events is likely due to the shift to virtual and hybrid formats, which allowed event organizers to reach a larger audience through virtual delivery while still providing in person networking opportunities. This trend highlights the importance of these events in Canada and the continued growth of the Entertainment & Media industry.
Figure 7 illustrates the number of Entertainment & Media trade shows held in Denmark for the past five years. While the base is much lower compared to other countries like US and UK, Denmark has grown significantly when comparing 2019 with 2022.
ENTERTAINMENT AND MEDIA CONFERENCES
The figures below demonstrate the trend of entertainment & media conferences in five major regions over the past five years. The data shows that the number of conferences hosted has increased post-pandemic, surpassing pre-pandemic levels, attributed to the feasibility and acceptability of virtual-only events. Figure 8 shows the overall growth trajectory of the number of conferences held post pandemic and indicates that this trend is expected to grow in 2023.
According to Figure 9, thousands of entertainment & media conferences have been held in the United States over the past five years. It is worth noting that many events scheduled for 2020 were postponed or cancelled due to the COVID-19 pandemic. As illustrated in Figure 9, the USA has already surpassed 2019 in terms of the number of conferences held post-covid.
Figure 10 below illustrates the number of entertainment & media conferences held in the UK over the past five years. Compared to the pre-pandemic era, the number of conferences hosted in the UK post-pandemic was slightly higher than the pre-covid level. With the growing demand for industry conferences, the number is expected to grow significantly in 2023.
Figure 11 displays the trend of Entertainment & Media conferences held in Canada over the past five years. The country’s base is lower than that of the US and UK, but it has shown significant growth when comparing 2019 with 2022, and the trend is expected to continue through 2023.
Figure 12 displays the trend in the number of Entertainment & Media conferences held in Denmark over the past five years, including pre-and post-pandemic periods. The data shows steady growth in the number of conferences held post pandemic, indicating a positive recovery and development of the Entertainment & Media industry in the country.
NEW EVENTS HOSTED PRE-COVID VS. POST-COVID
The findings in Figure 13 suggest that in 2019, a significant number of new Entertainment & Media events were hosted globally. However, in 2022, the number of new events hosted increased even more, surpassing pre-pandemic levels. This is likely due to a combination of existing events being rehosted and new event IPs being created. The trend of increasing new events suggests a positive outlook for the industry and its potential for future growth.
The increase in the number of new events can also be attributed to the widespread adoption of virtual and hybrid event formats due to the pandemic. The data suggests that the number of Entertainment & Media events (old events getting rehosted and new events launched) will continue in 2023, reflecting the fast-paced innovation in this sector.
EVENTS REHOSTED PRE-COVID VS. POST-COVID
When analyzing event hosting trends, it is important to note that the number of events can be affected by bi-annual patterns. Additionally, when an event is rehosted in the same city as its previous edition, it is considered a rehosted event. However, if the event is hosted in a different city, it is considered a part of the event series but a different event on the 10Times platform.
As shown in Figure 14, before the COVID-19 pandemic, around 87.9% of events were rehosted each year. However, in 2022, this trend saw a significant change, with the percentage of rehosted events decreasing to 61.2%.
There are several factors that explain the decline in the percentage of rehosted events in 2022.
One of the major reasons can be attributed to the fact that many event organizers who had previously planned to rehost their events chose to create and host new event IPs instead while taking advantage of the cost benefits and extended reach offered by virtual and hybrid event formats.
REGION WISE SEARCH TRENDS FOR ENTERTAINMENT AND MEDIA EVENTS
Entertainment & Media events attract visitors from different regions to network, exchange ideas, learn about market opportunities, and meet potential clients. Figure 16 shows the distribution of searches for Entertainment & Media events before the outbreak of the COVID-19 pandemic. The data suggests that the Americas was the region with the highest number of searches, accounting for most of the total search percentage, followed by Asia, Europe, and Africa.
Figure 17 compares the search patterns after the COVID-19 pandemic hit. The data suggests that there has been an overall increase in the share of America by 3%, but the pattern of searches has remained relatively unchanged. This implies that the COVID-19 pandemic did not significantly alter the search behavior for Entertainment & Media events in the different regions. The Americas continue to dominate the search landscape, followed by Asia and Europe.
COUNTRY WISE SEARCH TRENDS FOR ENTERTAINMENT AND MEDIA EVENTS
The data in Figure 18 shows an interesting shift in the search trends of professionals for educational and training events before the pandemic. The United States had the highest searches (81.3%) before the pandemic, followed by the UK, India, and other countries. However, searches from the United States have significantly increased after the pandemic.
Figure 19 illustrates the search percentage across major countries post-pandemic. The comparison shows that there has been a significant increase in individual participant searches in the United States after the pandemic, while the percentage of searches from the United Kingdom and India has decreased. This suggests that the pandemic has affected the interest and participation of professionals in Entertainment and Media events differently across different countries.
PRE-COVID VS. POST-COVID TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY (USA)
The data reveals that a significant percentage of individuals searching for such events are located within the United States, indicating a strong local demand for entertainment and media events. This trend is in contrast to other geographies, where the search for international events seems to be higher.
The data also shows that the number of individuals searching for entertainment and media events in 2022 has increased modestly compared to 2019. However, it is important to note that the focus on local events within the United States is likely to change in the future, as users and sellers explore new markets and other countries grow in popularity.
PRE-COVID VS. POST-COVID USERS FROM THE USA LOOKING FOR EVENTS OUTSIDE
Figure 21 compares pre- and post-pandemic users from the United States searching for events outside the country. The data shows that the COVID-19 pandemic has shifted search patterns for entertainment and media events. China, which has recorded the lowest search percentage post-pandemic, is likely due to the country’s high number of COVID-19 cases and travel restrictions. The disruption caused by the pandemic is reflected in these figures. This could signal growing interest in new markets or new investment opportunities that US audiences are exploring.
PRE-COVID VS. POST-COVID TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN THE (UK)
Prior to the COVID-19 pandemic, 86.2% of users from the UK searched for entertainment & media events being held within the UK.
The data shows that in 2022, the number of users looking for such events is slightly higher than the pre-pandemic level. This increase in demand is an interesting development, and it remains to be seen if this trend will continue. One possible explanation for this increase is that UK companies are exploring local events for selling or sourcing purposes.
PRE-COVID VS. POST-COVID USERS FROM THE UK LOOKING FOR EVENTS OUTSIDE
Figure 23 shows the trend of UK users searching for Entertainment & Media events outside the UK, both before and after the COVID-19 outbreak. There are two key observations from the data. Firstly, there is a noticeable increase in the percentage of users from the UK looking at events in the United States, indicating that a large number of UK businesses in this sector are exploring opportunities in America.
Secondly, the distribution of these users among different countries might change in 2023, particularly with the return of large-scale events. It will be intriguing to see how these developments affect the percentage distribution of UK users searching for Entertainment & Media events outside the UK.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (CANADA)
Before the COVID-19 pandemic, approximately 76.7% of Entertainment & Media professionals from Canada were seeking events within the country. As depicted in Figure 28, the percentage of users searching for Entertainment & Media events reached and was similar to the pre-covid percentage in 2022. It is an interesting trend to observe the change in patterns in demand for events. It is difficult to predict the future with certainty, but tracking the demand of Canadian users for local events compared to events happening in other regions could provide valuable insights.
(Note: It would be worth exploring how this compares with other EU countries.)
PRE-COVID VS. POST-COVID USERS FROM CANADA LOOKING FOR EVENTS OUTSIDE
Users from Canada actively search for entertainment & media events in countries outside Canada. Figure 25 shows the pre and post-covid users from Canada looking for events outside Canada. With a high number of cases in China, the COVID-19 pandemic greatly affected the Asia Pacific (APAC) events market. In terms of search percentage for entertainment & media events, the United States was the top choice for users in Canada both pre and post covid. This data provides insights into the shifting interests of UK-based users in attending events in different countries and the impact of the pandemic on event demand.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (INDIA)
Before the COVID-19 pandemic, 77.2% of Indian users searched for Entertainment & Media events in India. Figure 22 shows the number of users looking for Entertainment & Media events within India in 2022 is comparatively lower than the pre-covid level.
One possible explanation for this trend could be that a higher percentage of Indian companies are exploring international events. This trend may reverse in 2023, with more big Entertainment & Media events getting rehosted in India. It would be essential to keep a close eye on this trend to understand the evolution of the market.
PRE-COVID VS. POST-COVID USERS FROM INDIA LOOKING FOR EVENTS OUTSIDE
As shown in Figure 23, Entertainment & Media events outside India were attracting more visitors from India before the COVID-19 outbreak. The data in this figure shows the search patterns of pre and post-covid users from India for events outside India. Two significant points stand out from this data. Firstly, post-covid, there is a low demand for events in China.
This could be due to temporary restrictions and policies related to COVID-19 in China, but this demand might take a while to recover. The US still had the highest search percentage compared to other regions before and after the pandemic. It will be interesting to see how these percentage distributions change in 2023 with other countries hosting large-scale events.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (AUSTRALIA)
Before the COVID-19 pandemic, approximately 74.8% of entertainment & media professionals from Australia were seeking events within the country. As depicted in Figure 28, the percentage of users searching for entertainment & media events has increased in 2022, surpassing the pre-pandemic search percentage.
PRE-COVID VS. POST-COVID USERS FROM AUSTRALIA LOOKING FOR EVENTS OUTSIDE
As per the data shown in Figure 29, a significant number of entertainment & media professionals from Australia have been searching for events outside Australia to meet with global industry professionals. This data reveals a shift in user demand in Australia, with new regions such as New Zealand, Thailand, Spain, and Canada gaining market share, while countries like the USA, UK, Philippines, Germany, and India have seen a decrease in market share.
SEARCH QUERIES USED BY USERS TO FIND ENTERTAINMENT AND MEDIA EVENTS
During the past year, various search queries were used by users to find entertainment & media events. Our research found that the most frequently searched terms were “media expo,” “media expo 2022,” “entertainment events,” “entertainment conferences,” “media events,” and “entertainment industry events.” Users looking for events in the entertainment & media sector were particularly searching for media expos. The data suggests that users utilized different queries to discover events pertinent to their specific interests and requirements within the industry.
(Note: Interesting trends can emerge if we look closely at sub-sectors and remove the obvious keywords mentioned above.)
ENTERTAINMENT AND MEDIA EXHIBITORS
Entertainment & media industry professionals actively look for industry events to showcase their innovative products & solutions. The entertainment & media events cover the end-to-end supply chain and allow exhibitors to meet key industry stakeholders, investors, etc., from every area of the entertainment & media industry. The COVID-19 pandemic significantly impacted the Entertainment & Media event industry in the past three years.
Despite this, there has been an increase in demand for exhibitor inquiries. This can be attributed to many organizations looking at events as a viable marketing channel. These events provide a valuable platform for networking and building relationships with other industry professionals.
Despite the challenges posed by the pandemic, many organizations have continued to hold virtual events and exhibitions to reach their target audience. This has led to an increased demand for exhibitor inquiries as organizations look to maximize their return on investment and reach a wider audience.
Disclaimer: All data, statistics, and metrics used in the report are collected and obtained from 10times.
Despite the obstacles presented by the COVID-19 pandemic, the entertainment & media event industry has demonstrated its capability to adapt. As a result of the widespread adoption of virtual and hybrid formats, the number of events held in 2022 has reached and exceeded pre-pandemic levels in most regions. Our research indicates that the top five countries that hosted the most entertainment & media events were the United States, the United Kingdom, Canada, Denmark, and Australia.
All these regions have fully recovered with respect to the number of events held before the pandemic. Search trends also indicate that post-pandemic, users are primarily searching for entertainment & media events within their own countries due to concerns about health and safety, uncertainty surrounding COVID-19, and travel restrictions. The United States has emerged as a top destination for events outside of a user’s home country, with the highest number of searches for entertainment & media events from other countries.
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FINDING THE RIGHT EVENT MARKETING SOLUTION
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