Based on the conversations with the many contributors to this report at the Las Vegas Convention Center, the overall impression was that NAB in 2026 felt significantly quieter and more subdued than in previous years. This tallied with our own observations while walking around the show floors.

NAB in 2026 felt significantly quieter than previous years

Footfall often appeared uneven throughout the day, with pronounced peaks and troughs. A particularly slow start on Sunday was followed by a spike on Monday, and a noticeable drop-off on Tuesday. The peaks and troughs seen on the show floor at NAB are also reflective of the fact that a large number of attendees are no longer coming for the full show. Many of our contributors, particularly from North America, only attended NAB for a day, booking key meetings accordingly and not walking much around the show floor.

While exhibitors emphasised the quality of conversations with their customers in pre-booked meetings, the majority we spoke with reported fewer badge scans and visitors to their booths. The West Hall in particular felt less crowded than the North and Central halls, which were filled with more tangible production, post-production, and creator technologies.

Yet, these observations are at odds with the official figures released by NAB, which reported 58,000 attendees at the 2026 show – up 5% from 55,000 in 2025. We are left wondering: is general attendance any longer a reliable signal for measuring the quality and value of engagement at trade shows?

Attendance statistics don’t necessarily equate to quality engagement

In addition to a perceived decrease in traffic, the exhibition space at NAB 2026 felt much less dense, with wider aisles between booths and more open space at the back and side of the halls screened off or filled with tables and chairs and food vendors. One contributor even reported playing football (soccer) with other exhibitors in one of the aisles in the West Hall during a particularly quiet period.

Again, this is at odds with official NAB statistics which state that there were 1100 exhibitors at this year’s show, a slight increase on the 1,050 who exhibited in 2025. The perceptual disparity may be a result of the changing NAB Show floorplan which now occupies the West, North, and newly renovated Central Hall. Another reason may be that some vendors who traditionally have taken larger booths opted for a smaller presence this year.

Such mixed signals warrant closer scrutiny on the official figures, to try to achieve a better understanding of the underlying dynamics.

NAB reported once again that nearly half of the people present were first time NAB attendees. This continues a trend which has been reported the past three years.