AR & VR

In Australia, revenue in the AR & VR market market is projected to reach US$1.2bn in 2024.
Revenue is expected to exhibit an annual growth rate (CAGR 2024-2029) of 9.38%, leading to a projected market volume of US$1.9bn by 2029.
The largest market within this market in Australia is AR Software, which is anticipated to have a market volume of US$512.0m in 2024.
Although most revenue is generated the United States, in Australia is also experiencing significant growth with a projected market volume of US$10.9bn in 2024.
In the AR & VR market market, the number of users in Australia is expected to reach 19.0m users by 2029.
User penetration in Australia will be 65.9% in 2024 and is anticipated to increase to 67.8% by 2029.
The average revenue per user (ARPU) in Australia is expected to be US$70.8.
Australia's AR & VR market is rapidly evolving, with significant investment in immersive technologies enhancing sectors such as education, healthcare, and entertainment.

Definition:

Augmented reality (AR) and virtual reality (VR) make it possible to combine the real and virtual worlds. AR is generally accessed via mobile phones and primarily relies on lenses. AR effects can be created by using lenses in social media apps, for example. AR is also used for displaying digital 3D objects in our surroundings, e.g., in gaming or eCommerce apps. Meanwhile, VR technology allows users to dive into the virtual world, and, unlike AR technology, it requires a headset device which enables the creation of virtual worlds.

Structure:

The AR & VR market consists of six different markets: AR Advertising, AR Hardware, AR Software, VR Advertising, VR Hardware, and VR Software. AR Advertising covers mobile advertising that is displayed in the most prominent social media apps. AR Hardware comprises AR headsets and glasses. AR Software is divided into three different application types, namely social media, gaming, and eCommerce applications, which can be accessed via the most prominent app stores. VR Advertising covers in-game advertising as well as advertising in VR videos. VR Hardware comprises both tethered head-mounted displays (HMDs) and stand-alone HMD headsets. Lastly, VR Software covers VR games and VR videos, which require headsets.

Additional information:

The market comprises revenues, users, average revenue per user, and penetration rates. Revenues are generated through in-app purchases, advertising spending, and consumer spending on apps, games, and hardware such as headsets or glasses. Sales channel data shows both online and offline revenues, which include VAT. The market only displays B2C revenues and users for the above-mentioned markets and markets; B2B and B2G revenues are not included. Additional definitions for each market can be found on the respective market pages.
Market numbers for VR headsets are also featured in the Consumer Market Insights, namely in the Gaming Equipment market of the Consumer Electronics market. Unlike the VR Hardware market in the Advertising & Media Outlook, the Gaming Equipment market also covers smartphone VR devices.
Key players in the market include companies such as Meta (Oculus VR), Microsoft (HoloLens), Snap Inc. with different lenses, and Nvidia, which offers computing hardware components.
For more information on the data displayed, use the info button right next to the boxes.

AR headsets and glasses, such as HoloLens
VR headsets, such as Meta Quest
AR apps, such as Snapchat or Pokémon Go
VR games that can be accessed via distribution platforms such as Steam
Apps that can be accessed via iPhones and Android phones

Cardboard VR headsets, such as Google VR
VR headsets for smartphones, such as Fiyapoo VR
Apps for Android phones that are solely available in stores such as Amazon Appstore and Microsoft Store
Apps available on other operating systems, such as Ubuntu
In-game subscriptions, such as Google Play Pass

The AR & VR market in Australia has been experiencing significant growth in recent years, driven by customer preferences for immersive experiences and advancements in technology.

Customer preferences: Customers in Australia are increasingly seeking immersive and interactive experiences, which is driving the demand for AR and VR technologies. These technologies offer a unique and engaging way to experience content, whether it's in the gaming, entertainment, or educational sectors. The ability to transport users to virtual worlds and enhance their real-world experiences is highly appealing to consumers. Additionally, the younger generation in Australia is particularly drawn to AR and VR, as they have grown up in a digital age and are more open to embracing new technologies.

Trends in the market: One of the key trends in the AR & VR market in Australia is the increasing adoption of these technologies in various industries. For example, in the gaming industry, virtual reality headsets are becoming more popular, allowing gamers to fully immerse themselves in virtual worlds. In the healthcare sector, AR is being used for medical training and surgical simulations, providing a safe and realistic environment for practitioners to practice their skills. The education sector is also embracing AR and VR, with virtual field trips and interactive learning experiences becoming more common. Another trend in the market is the development of more affordable and accessible AR and VR devices. As technology advances, the cost of these devices is decreasing, making them more accessible to a wider range of consumers. This affordability, coupled with the increasing availability of content and applications, is driving the adoption of AR and VR technologies in Australia.

Local special circumstances: Australia's strong gaming industry is contributing to the growth of the AR & VR market. The country has a thriving game development scene, with many local studios creating innovative and immersive experiences. This has led to the development of a strong ecosystem for AR and VR technologies, with local talent and expertise driving the industry forward.

Underlying macroeconomic factors: Australia's strong economy and high disposable income levels are supporting the growth of the AR & VR market. As consumers have more disposable income, they are more willing to invest in new technologies and experiences. Additionally, Australia's strong education and healthcare sectors are driving the adoption of AR and VR technologies in these industries. The government's focus on innovation and technology is also creating a favorable environment for the development and adoption of AR and VR in the country. In conclusion, the AR & VR market in Australia is experiencing significant growth due to customer preferences for immersive experiences, advancements in technology, and the country's strong gaming industry. The increasing adoption of AR and VR in various industries, the development of more affordable devices, and Australia's favorable macroeconomic factors are all contributing to the growth of the market.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the AR & VR market. AR and VR enable consumers to experience a new dimension, using either a headset or installed units, as they combine the real and virtual worlds. Consumer revenue figures refer to revenues relating to AR hardware, AR software, VR hardware, VR software, and spending on AR and VR advertising. Both digital and non-digital revenues are included.

Modeling approach / Market size:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, as well as third-party studies and reports. In addition, we use relevant key market indicators and data from country-specific associations, such as consumer spending, internet penetration, 4G coverage, and historical developments. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are level of digitalization, adoption of technology, GDP per capita, and internet penetration.

Additional notes:

The market is updated twice a year in case market dynamics change. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Extended reality (XR) is an umbrella term for all immersive technologies including augmented reality (AR), virtual reality (VR), and mixed reality (MR), plus those that are yet to be created. XR technologies extend the reality we experience by either merging the virtual and “real” worlds or by creating a fully immersive experience. The global XR market is expected to grow considerably in the coming years, with XR innovation expected to be strong in the United States and across Asia, notably in Japan and China, as well as Germany and the United Kingdom in Europe.