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AR & VR - Denmark
DenmarkHighlights
Market definition
In-Scope/Out-of-scope
Market structure
Reports
Methodology
- In Denmark, revenue in the AR & VR market market is projected to reach US$184.6m in 2025.
- Revenue is anticipated to exhibit an annual growth rate (CAGR 2025-2029) of 7.42%, leading to a projected market volume of US$245.8m by 2029.
- The largest market within this market is AR Software, which is expected to have a market volume of US$54.1m in 2025.
- Although the United States generates most revenue with a projected market volume of US$12.6bn in 2025, in Denmark is poised to be a significant player in this sector.
- In the AR & VR market market, the total number of users in Denmark is expected to reach 5.1m users by 2029.
- User penetration in Denmark will be 83.0% in 2025 and is forecasted to increase to 83.2% by 2029.
- The average revenue per user (ARPU) in Denmark is projected to amount to US$37.3.
- Denmark's AR & VR market is witnessing a surge in innovative applications, particularly in education and healthcare, enhancing user engagement and outcomes.
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.
In-Scope
- 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
Out-Of-Scope
- 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
