We examine the market reaction to the discussions and deliberations during the period 1998 to 2015 surrounding the new revenue recognition standard issued simultaneously by the FASB and IASB. We find that market reactions to events leading to the joint standard differ for US GAAP and IFRS firms. The reaction is a net negative reaction for US GAAP reporters but a net positive reaction for IFRS reporters. US GAAP (IFRS) firms in high litigation industries experience negative (less positive) market reactions to those in low risk industries. In certain high-impact industries in the U.S. including medical equipment and telecommunications, the market reaction is positive suggesting benefits in these industries. Further, the results for the most visible and significant events are consistent with those based on the full set of events. The evidence suggests that the new revenue recognition standard imposes net costs to the U.S. firms, except in those industries expected to benefit the most, while it provides net benefits to IFRS reporters.