Providing corporate entertainment services is different today than it was a few years ago. That’s because the expectations of attendees for corporate events, the technologies available, and the rationale for companies in having them have evolved over time. The Covid pandemic had a lasting impact on how corporate events and corporate entertainment services are provided.
It’s important that corporate event planners, venues that host such events, and corporate entertainment services agencies understand the corporate event market in today’s environment. Providing corporate entertainment is a huge opportunity for those who truly understand today’s corporate event market and can adapt to the trends impacting the market.
The Corporate Events Global Market
To understand why corporate entertainment is such a big business we need to appreciate corporate events and the trends impacting them. Two recent research reports show that the global corporate event market is expected to grow at a compound annual grow rate (CAGR) in the 10.5 to 10.6 percent range through 2032.
According to a report by Allied Market Research, The global corporate event market was valued at $286.3 billion in 2017, and is projected to reach $1171.3 billion by 2032, growing at a CAGR of 10.5% from 2023 to 2032.
The “Corporate Event Market – Global Outlook & Forecast 2024-2029” report by ResearchAndMarkets.com recent report has the corporate event market growing from $325 billion in 2023 to $595.27 billion by 2029, registering a CAGR of 10.61%.
The American Express Global Business Travel’s 2025 Global Meetings and Events Forecast predicts solid growth for the corporate events industry, with increasing budgets and an optimistic outlook among corporate event professionals, despite challenges such as rising costs and continued staffing shortages.
The growth we see in the corporate event market is propelled by the need for companies to engage with customers and stakeholders. Companies are increasingly utilizing experiential marketing to create more immersive and interactive experiences to better connect with their audience segments.
Other factors driving corporate event growth include:
- Corporate expansion and globalization
- Technological advancements that enhance events or event planning
- Workforce training, development and well-being
Both research reports conclude that physical events continue to be the areas of greatest market share. Companies favor them because face-to-face experiences offer better collaborative and immersive opportunities to engage with their audiences. Physical events include conferences, seminars, trade shows, exhibitions, product launches, team-building activities, and incentive programs.
The ResearchAndmarkets.com report denotes that in 2023, the North American region led the global corporate event market with a 35% revenue share, followed by Europe as the second largest market.
Corporate Entertainment Services Growing Even Faster
The “Corporate Entertainment Market by Type, Application, Industry – Global Forecast 2025-2030” report by ResearchAndMarkets.com indicates that the Corporate Entertainment Market grew from USD 4.34 billion in 2023 to USD 5 billion in 2024. It is expected to continue growing at a CAGR of 16.10%, reaching USD 12.34 billion by 2030. That compares to a CAGR of 10.6% for the overall corporate events market.
According to this report, there are several factors driving the growth in the corporate entertainment services market.
- Companies are recognizing that the right corporate entertainment services can facilitate effective business networking experiences.
- Increasing number of such events for employee engagement and development.
- Utilizing more corporate entertainment events to effectively brand and market their brands.
The leading players in the Corporate Entertainment Market, which are profiled in this report, include TSE Entertainment
Same Trends Impacting Both Corporate Events and Corporate Entertainment
The growth in the corporate entertainment services market, as one might expect, follows many of the same trends bolstering global event market expansion. They include:
- Global investments and expansion of businesses
- Workforce development and the need for employee well-being
- Experiential – Immersive marketing
- Better Technology to facilitate and execute events
- Sustainability shift
- Personalization: More Connected Experiences.
- Generational Shift
Look for these trends to impact the booking of corporate entertainment services in 2025 and beyond. Key ones of importance to those supplying corporate entertainment services for corporate events include:
Technology
Necessity is the mother of invention. The Covid pandemic mandated that companies shift from in-person events to virtual events to maintain relationships with all their stakeholders. That shift is now permanent despite the return to physical in-person events. Hybrid events, combining physical and virtual corporate events, are now the way many corporate events take place.
Immersive technologies like virtual reality and augmented realities along with artificial intelligence (AI) are game changers in enhancing the event experience. They can bring new and exciting ways to design corporate entertainment event experiences.
Sustainability
Sustainability is long term approach that involves balancing economic growth, social well-being, and environmental protection. . It’s no surprise that it is now a priority for many involved with planning and attending corporate events. Companies are looking to align their events with their audience’s sustainability sensitivities and goals. Event planners are emphasizing strategies to reduce waste, become energy efficient, and utilize sustainable catering practices.
According to the Global Meetings and Events Forecast Report, 4 in 5 respondents say their organization considers sustainability when planning events. The shift towards sustainability is driven by the fact that attendees now consider an event’s environmental impact when deciding whether to attend such events.
Personalization:
Today’s corporate event participants expect an experience that speaks to them. They want their interests and preferences to be reflected in the event through the experiences, venue, theme, entertainment, etc. and the company’s brand holding the event. Remember that even larger events are made up of individuals who have particular interests, preferences, and expectations.
Event planners and corporate entertainment services agencies should utilize data analytics to better understand and plan for events to be able to customize many facets of events, including targeted content, giveaways, VIP experiences, and corporate entertainment choices. The objective is to create a unique and relevant event for each person who attends it.
Corporate event entertainers and bands can also do such things as:
- Utilize set lists that reflect the audience’s experience and preferences as well as the company’s culture.
- Take requests from the audience.
- Invite audience members on stage to participate.
- Ask questions, poll the audience and engage individuals ahead of time as well as during the performance.
Generational Shift:
Another trend which will have an increasing significance for corporate events in the coming years is the growth of Gen Z in the workplace. According to Freeman’s trends report, Gen Z now has more people in the workforce than Baby Boomers. In the second quarter of 2024, Gen Z workers made up 18% of the labor force, while Baby Boomers made up 15%. By 2030, Gen Z is expected to make up 30% of the workforce.
An interesting twist is that Gen Z members, having grown up with technology, are seeking in-person events. Freeman’s latest study in partnership with The Harris Poll shows these next generation of working professionals want in-person connections to build their careers — and they believe that live events can help. Sixty seven percent of Gen Zeers want to work at companies where they can learn skills to advance their careers. Expect this generational shift to be a driving force in the expansion of corporate events in the coming years.
Tips for Planning Corporate Entertainment Services
The Freeman report found that most attendees (64%) are actually more interested in “immersive experiences” centered on interactive, hands-on moments, and unique, visually appealing environments rather than the technology utilized.
While corporate events and entertainment run the gamut of types and budgets, some things hold true for any type of event when it comes to corporate entertainment. It requires a lot of planning and data analysis to create an event that resonates with those who attend it without breaking the bank.
- Understand the objectives
Every corporate event should have an objective, and the corporate entertainment should complement achieving it. Knowing what is to be accomplished with an event will guide the selection of content, experiences, and entertainment. The success of an event should be judged by how well it achieved its objectives, rather than how great it was. Whether it’s introducing a new product or rewarding staff for a job well done, it’s important to understand the objectives before planning gets underway for entertainment.
- Know the audience
Just like any marketing campaign, one needs to have a good understanding of the audience that will be coming to the event. Data analytics will be important for this process. The more that is known about the members of the audience, the better the planning that can take place to make the event memorable for each of them.
Not only do event planners want to personalize the event to all those they hope will attend as discussed previously, but they may also need to design entertainment and activities for those who might bring other guests to it. If the event allows for family, or other types of guests, be sure to make sure that they too will enjoy the entertainment experiences provided.
Your goal in designing a corporate entertainment experience is to engage attendees in ways they will remember and share for a long time to come. That requires that you know your audience and the types of things that will enthrall and stick with them.
- Create a fitting experience:
Is the planned entertainment a good fit the type of corporate event, its theme, the audience, and the culture of the company holding it. Is it creative while adhering to the objectives and not falling for the latest trendy corporate entertainment options. Will it be memorable, interactive, engaging, interesting and incorporate ways to allow those attending the event to be part of it. Is it different or run of the mill? Will it include a variety of entertainment experiences throughout the event to keep people interested and engaged?
Will the entertainment contribute to making the event memorable?
Conclusion
Corporate events and the corporate entertainment services that complement them are a growing robust market. In-person physical events are still the largest segment of this market, with hybrid events a major component of today’s corporate events. Today’s corporate entertainment market is rapidly evolving and integrating the latest technologies as it rapidly expands.
Corporate entertainment services agencies must adapt to what event planners are looking for in 2025 and future year. They are looking for creative corporate entertainment that is not one-size-fits-all entertainment, but that fits the objectives and audience of the event and creates fun, engaging experiences that help make the whole event more memorable.
Corporate event entertainment in 2025 is about creating meaningful, engaging experiences that resonate with the event audience while adhering to the objectives of the event. There is a shift away from traditional “entertainment” to more engaging, immersive, and interactive corporate entertainment options customized to the audience attending the event. That shift creates new opportunities for entertainment agencies and entertainers to reach this market.
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