06/15/2026
B2C experiential marketing was the larger of the two experiential sectors in 2025, increasing 8% to $97 billion and it's on pace for the fastest growth in a decade at 11% in 2026, fueled by the Winter Olympics, World Cup and contentious political races in 13 of the top 20 global markets. The B2B sector grew faster than B2C in 2025, up 10% to $42 billion, though it’s pacing to grow slower than B2C experiential this year with a 9% gain. Live B2C events spending is growing faster than event sponsorships because it gives brands exclusive access to target consumers at concerts, malls, college events and nightclubs. Both B2C and B2B experiential have increased consumer engagement by using smart tech integrated into booths and venues to offer more interactive experiences via AI, VR, touchscreens and 3-D displays. Download FREE samples from the new PQ Media report at https://tinyurl.com/39f3u43n
