Is 2025 truly the year that experiential takes center stage? Is it finally time to crown it the Year of XP? We say a resounding F*CK YEAH. The Eras Tour has set an entirely new standard. Fans are gathering for lookalike meetups in Washington Square Park. And Sam Altman, the poster boy for AI and robotics, predicts a boom for live experiences in the next decade.
Oh, and the numbers don’t lie. Global experiential marketing is projected to shatter records at $128.35 billion, leaping 10.5% from last year and soaring beyond pre-pandemic highs, with Netflix and MasterCard leading the charge.
This isn’t just a win for brands — it’s a milestone for the entire experiential ecosystem. When experiential marketing thrives, it fuels the broader creative industry. For creatives and experience makers, it’s a moment to collaborate with brands on ambitious, boundary-pushing ideas. It’s the perfect opportunity for brands to work with innovative artists and forward-thinking technologists to deliver unforgettable, resonant moments.
According to PQ Media’s latest report, audiences crave experiences that are bigger, bolder and truly unforgettable. Experiential leaders across B2C and B2B sectors — from brand owners to directors and producers — are rising to meet the demand like never before.
So, what does that mean for us, the strategic and creative powerhouses driving this industry? It means 2025 isn’t the year to hold back. It’s the time to dream bigger, push boundaries and create experiences that leave audiences buzzing long after the eco-friendly confetti has been swept away.
B2C XP will bring big stages and bigger stories
Let’s start with the heavy hitter — B2C experiential marketing, projected to hit a staggering $90.32 billion in 2025. But here’s the twist: while traditional sponsorships remain essential (think Olympic partnerships or global sports arenas), live consumer events are stealing the spotlight.
We’re not just talking about sponsoring live events; we’re talking about creating immersive experiences that put consumers at the heart of the action. Gen Alpha, Gen Z and even those aging millennials, aren’t just showing up for logos on jerseys or banners on stages. They’re demanding exclusivity, interactivity and relevance. Whether it’s a music festival activation, a college campus pop-up or a once-in-a-lifetime rooftop soirée, the question isn’t, “Will they come?” but rather, “Are you giving them something worthy of content capture and bragging rights?”
B2B is moving way beyond the trade show booth
Now, let’s talk B2B — the dark horse of experiential, projected to grow even faster than B2C with an 11.1% uptick in 2025. What’s driving this surge? We see two trends emerging here: A new way to work and high-tech expectations.
If the new work week in the office is Tuesday through Thursday (no matter how much the new DOGE crew fights it), B2B events are the new water cooler chat. Professionals are heading to trade events and conferences to get that much needed energy from new ideas and networking.
But to attract people to your conference, you must move past cavernous convention centers and static booth setups. Today’s trade shows are cool, fun and high-tech playgrounds featuring AI-powered demos, VR experiences and personalized swag hot off a 3D printer. Think of it as CES meets Cirque du Soleil — the more immersive and interactive, the better. (Take a look at the recent acquisition of HLTH by Hyve Group. This is not your daddy’s boring pharma conference.)
This shift is paying off. Companies are sending their A-teams back to the floor, and budgets are finally loosening. If you’re a B2B creative, now is your time to shine with bold ideas that marry tech with storytelling.
The US is leading, but the rest of the world is catching up.
At $52.8 billion, the US remains the reigning champ of experiential marketing. But don’t get too comfortable — emerging markets like Poland, India and Taiwan are growing fast. These regions are hotspots for innovation, offering opportunities for brands and creatives ready to think globally and act boldly.
With global heavyweights like the 2026 FIFA World Cup and the 2028 Los Angeles Olympics on the horizon, the next few years are ripe for cross-border creativity. Start planning now to ensure your brand isn’t just part of the conversation but leading it.
Elevate your experiential strategy in 2025
With marketers poised to pour more cash into experiential campaigns, creatives and experience makers must position themselves as indispensable partners. Here’s how:
- Think live, think local: Consumers crave experiences that feel personal. Big events might grab attention, but meaningful, intimate moments — like grassroots movements, pop-ups with emerging artists or niche community activations — build lasting loyalty. Craft hyper-relevant experiences that make attendees feel seen and valued (like how XP is taking over the dating scene)
- Double down on tech: AI, VR and AR aren’t just buzzwords — they’re tools to create unforgettable, personalized moments. Whether in a B2B trade show booth or a B2C pop-up, leverage tech to make your activations stand out — but make it seamless, communal (hello, Cosm!) and cool.
- Measure what matters: Metrics are the key to securing bigger budgets and long-term partnerships. Brands need proof of ROI through engagement rates, conversions or social media buzz. Invest in tools that provide real-time insights and translate your brilliance into data. (Placer.AI and Recess are two we have seen.)
- Shake up markets and prepare for global growth: Emerging markets are brimming with potential. Move beyond the top five DMAs and bring your audience to cool, under-the-radar destinations (like Montréal!). Or go to where your people are via smaller, super thoughtful experiences tailored to resonate with local cultures.
- Know your why: Your experiences don’t need to be mission-driven (although, ahem, more sustainability, please!), but they need a clear purpose that resonates with your audiences. Netflix reigns supreme in knowing what its audiences want. Case in point: aside from the Mastercard partnership, they will be coming to Broadway and opening a new Netflix Bites next year.
2025 is ours to own. The budgets are big, the opportunities are bigger and the audiences are ready to be wowed. Yet their expectations are high, so don’t you dare try to pull a Willie Wonka in Scotland, Bridgerton with the pole dancer or that dreaded F-Word (Fyre). Experiential audiences want more and they demand more.
So here’s the question: Are you going to play it safe — or are you ready to blow the roof off? The clock’s ticking, the spotlight’s on and the world is watching like never before. (Just ask our friends in Paris!) Let’s make 2025 the year the experiential industry — and its audiences — will never forget. So to our fellow residents of XP Land — LFG! (It stands for Let’s F*cking Gather, in case you forgot.)
Join us in XP Land. A community for experiential creatives and experience-makers, brand leaders and IP-owners, space stewards and venue visionaries — all of those in the business of epic gatherings and live, immersive storytelling.
