Digital occasions aren’t disappearing – however they’re reworking. Forrester knowledge exhibits that whereas a majority of entrepreneurs consider that digital occasions are a everlasting a part of their occasion combine, the pandemic days of multi-day, multi-session digital occasions are lengthy gone. As a substitute, entrepreneurs are targeted on easier digital occasions with 43% planning to run extra sub-60-minute, single session ‘webinars’ shifting ahead. There’s additionally an rising give attention to extending the life and attain of digital occasions via perception and content material repurposing. This shift helps clarify why digital occasion know-how has been within the highlight not too long ago, with Cvent’s proposed acquisitions of ON24 and Goldcast.
A Extra Mature Market
In the present day’s digital occasion platforms assist organizations attain audiences affordably, seize first-party knowledge, and switch periods into reusable content material to gasoline ongoing engagement. Nevertheless, core performance is now largely commoditized, with distributors providing broadly comparable performance in lots of areas. In consequence, differentiation is shifting from options in the direction of questions round knowledge, integration, and advertising and marketing worth.
It’s in opposition to this backdrop that I’ve printed a brand new Panorama report evaluating the digital occasion know-how market. The report examines market maturity and dynamics, gives steerage on deciding on and dealing with distributors, and descriptions the place the market is headed subsequent.
Key Concerns When Evaluating Digital Occasion Platforms
Main all-in-one occasion administration administration platforms supply broad capabilities throughout a number of occasion codecs. But, Forrester knowledge exhibits that solely 16% of organizations use the identical platform for each their in-person and digital occasions. So what must you prioritize when deciding on a digital occasion platform? Listed below are seven areas to contemplate:
- Flex throughout occasion codecs. Search for alternatives to consolidate by selecting a platform that may change a number of level options. What occasion sorts does the platform assist? Are you able to run each quick, easy digital codecs, and extra complicated hybrid occasions? How shortly are you able to duplicate and templatize digital occasions throughout areas?
- Combine along with your martech stack. Perceive the sort and depth of eco-system integrations obtainable. Which integrations are licensed and bi‑directional? Can the platform create and replace marketing campaign and customized objects inside your CRM? How are identification decision and consent dealt with when syncing attendee profiles?
- Deal with occasion knowledge as a strategic asset. Assess how the platform captures engagement knowledge and turns it into actionable insights. Which attendee behaviors are tracked out of the field? Does the platform combination and analyze knowledge on the account‑stage and throughout occasions? What predictive and benchmarking capabilities does it supply?
- Prolong occasion worth past the dwell second. Consider how properly the platform helps you maximize the worth of your occasion content material. Can periods be printed to an on-demand hub? How in depth are its native repurposing capabilities? Can engagement knowledge be used to create and serve personalized post-event content material to distinct viewers segments?
- Prioritize viewers expertise. Expertise impacts the extent of viewers engagement and by extension the amount and high quality of knowledge you seize. To what extent can the platform customise the attendee expertise? What native interactivity and gamification capabilities does it supply? Is it WCAG-compliant?
- Choose a long-term companion. In a consolidating market, vendor stability and roadmap matter. Think about alignment throughout dimension, geography, and trade focus. Is the seller financially sturdy? Can they share related buyer references? Does their roadmap match your priorities and ambitions?
- Perceive platform TCO. With budgets underneath stress, scrutinize pricing fashions fastidiously. How are registrations, attendees, streams, and storage metered – and what thresholds set off overages? What providers are included versus billable?
Study Extra
Forrester purchasers can learn the brand new report, The Digital Occasion Administration Platforms Panorama, Q1 2026, to grasp the worth they need to count on from suppliers, see how distributors differ in a mature and converging market, and get assist with platform choice based mostly on particular performance and occasion use instances. Shoppers may request a steerage session to discover any facet of digital occasion know-how choice and deployment in additional element.
