AR & VR

In Canada, revenue in the AR & VR market market is projected to reach US$874.3m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 8.81%, resulting in a projected market volume of US$1.3bn by 2029.
The largest market in this sector is AR Software, with a market volume of US$286.5m in 2024.
While most revenue is generated the United States, in Canada is also witnessing growth, with a projected market volume of US$10.9bn in 2024.
In the AR & VR market market, the number of users in Canada is expected to amount to 31.3m users by 2029.
User penetration will be 76.2% in 2024 and is expected to hit 76.9% by 2029.
The average revenue per user (ARPU) in Canada is expected to amount to US$29.3.
Canada's AR and VR market is experiencing significant growth, driven by increasing investments in education and healthcare technologies to enhance user engagement and training.

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 Canada is experiencing significant growth and development, driven by customer preferences for immersive and interactive experiences, as well as advancements in technology.

Customer preferences: Customers in Canada are increasingly seeking immersive and interactive experiences, which is fueling the demand for AR & VR technologies. These technologies offer a unique and engaging way to experience content, whether it's in gaming, entertainment, or even in educational and training settings. The ability to explore virtual environments and interact with virtual objects is appealing to a wide range of customers, from gamers to professionals.

Trends in the market: One of the key trends in the AR & VR market in Canada is the adoption of these technologies in various industries. For example, in the healthcare sector, AR & VR are being used for medical training, patient education, and even surgical planning. In the real estate industry, virtual reality is being utilized to offer virtual property tours, allowing potential buyers to explore properties remotely. The gaming industry is also a major driver of the AR & VR market, with the demand for immersive gaming experiences on the rise. Another trend in the market is the development of more advanced and affordable AR & VR devices. As technology continues to evolve, AR & VR devices are becoming more accessible to a wider range of customers. This includes devices such as VR headsets, AR glasses, and even mobile AR applications. The increased affordability and availability of these devices are contributing to the growth of the AR & VR market in Canada.

Local special circumstances: Canada has a strong tech industry, with many innovative startups and established companies focusing on AR & VR technologies. This has created a favorable environment for the growth of the AR & VR market in the country. Additionally, the Canadian government has been supportive of the tech industry, providing funding and incentives for research and development in emerging technologies, including AR & VR.

Underlying macroeconomic factors: The robust economy of Canada, coupled with a tech-savvy population, is contributing to the growth of the AR & VR market. The country has a high level of internet penetration and smartphone usage, which provides a solid foundation for the adoption of AR & VR technologies. Furthermore, the increasing investments in research and development in the tech sector are driving innovation and pushing the boundaries of what is possible with AR & VR. In conclusion, the AR & VR market in Canada is experiencing significant growth and development due to customer preferences for immersive experiences, advancements in technology, the adoption of these technologies in various industries, and the supportive environment for the tech industry in the country. With the continued advancements in AR & VR technologies and the increasing demand for immersive experiences, the market is expected to further expand in the coming years.

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.