Cannibalization Is a Myth: Hybrid Doesn’t Hurt In-Person. It Fuels It

For 15 years, I’ve been helping leaders rethink this exact concern.

“If we invest in digital or hybrid, won’t that hurt our in-person attendance?”

It’s a fair question, and one I’ve been asked more times than I can count.

When we launched our first hybrid event back in 2010, streaming live with a lean crew and high stakes, that concern was already on the table. But our leadership at the time didn’t believe hybrid would compete with in-person. She was right, and every year after, the data kept proving it.

Over the last 15 years, I’ve worked alongside associations, trade groups, and global organizations navigating the balance between digital access and face-to-face connection. Across every sector from health to engineering to education, the pattern is clear:

Hybrid doesn’t cannibalize in-person. It grows it.

The fear is understandable but outdated

For many, the stress of pandemic-era events is still fresh. Digital felt rushed, impersonal, and exhausting. It’s no wonder some boards and executive teams remain wary of hybrid formats.

But we’re not in 2020 anymore. Today, digital is no longer a reactive fallback. It’s a strategic asset.

When used with intention, digital becomes the front door. It welcomes new audiences, keeps your community connected, and creates bridges to deeper engagement.

What the data shows

At KKS, we’ve supported dozens of organizations in building smart hybrid strategies, and we’ve tracked the impact at every stage. Here’s what we consistently see:

First-time attendees discover events through digital access.
In one case, 27 percent of first-timer participants.

Hybrid is a gateway, not a replacement.
Across our clients, we see conversation rates up to 19 percent of digital-only attendees convert to in-person participation the following year.

Digital builds trust.
It lets people experience your value, mission, and learning environment before committing to travel or membership.

Global reach leads to local growth.
Engaging remote participants doesn’t pull them away from physical events. It increases awareness, referrals, and long-term interest.

Better segmentation leads to smarter in-person strategy.
Digital data helps teams identify who’s most likely to attend in person, support targeted campaigns, and increase ROI.

The shift from protective to expansive

We know why these concerns linger. You’ve had to adapt quickly. You’ve seen screen fatigue. You’ve fought for budget.

But holding on to the fear of cannibalization can hold back your growth. The organizations we support are proving that hybrid formats do more than protect attendance. They expand it.

Hybrid helps you:

• Grow your pipeline

• Engage younger and global audiences

• Offer accessible entry points

• Strengthen long-term loyalty and conversion

What we see working

The associations that embrace hybrid with strategy, not stress, are seeing:

• More first-time participants

• Stronger engagement 

• Higher in-person attendance year over year

• Virtual to in-person conversations

How we help so you don’t have to do it alone

• Mapping your digital-to-in-person pipeline

• Designing engagement paths that convert interest into attendance

• Creating sustainable, scalable event models

Final thought

Cannibalization is a myth.
Digital isn’t your competitor. It’s your growth partner.

I’ve seen it unfold across more than a decade of strategy and implementation. When done right, hybrid builds trust, strengthens revenue, and supports your mission far beyond one event cycle.

It’s time to stop treating digital formats like a threat and start using them like the opportunity they truly are.

Ready to explore how this could work for your organization?

Let’s connect. Book a 15-minute strategy session  to start identifying the metrics that matter most to your team.