AR & VR

In the Netherlands, revenue in the AR & VR market market is projected to reach US$415.0m in 2024.
Revenue in this market is expected to show an annual growth rate (CAGR 2024-2029) of 9.14%, resulting in a projected market volume of US$642.6m by 2029.
The largest market within AR & VR market in the Netherlands is AR Software, which has a market volume of US$132.0m in 2024.
While most revenue is generated the United States, in the Netherlands is also a notable player in this sector.
In the AR & VR market market, the number of users in the Netherlands is expected to amount to 13.5m users by 2029.
User penetration in the Netherlands will be 74.6% in 2024 and is expected to increase to 75.6% by 2029.
The average revenue per user (ARPU) in the Netherlands is expected to amount to US$31.5.
In the Netherlands, the AR & VR market is increasingly driven by innovative applications in education and healthcare, reflecting the country’s commitment to technology integration.

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 Netherlands is experiencing significant growth and development. Customer preferences are shifting towards immersive and interactive experiences, which is driving the demand for AR & VR technologies. Additionally, several trends in the market are contributing to its expansion.

Customer preferences: Customers in Netherlands are increasingly seeking immersive and interactive experiences. They are looking for innovative ways to engage with products and services, and AR & VR technologies provide a solution to meet these demands. The ability to visualize products in a virtual environment or experience virtual reality games and simulations is appealing to a wide range of consumers. Furthermore, the COVID-19 pandemic has accelerated the adoption of AR & VR technologies as people seek alternative ways to connect and engage remotely.

Trends in the market: One of the key trends in the AR & VR market in Netherlands is the growing adoption of these technologies in various industries. For example, in the healthcare sector, AR & VR are being used for medical training, surgical simulations, and patient rehabilitation. In the retail industry, AR is being utilized to enhance the shopping experience by allowing customers to virtually try on clothes or visualize furniture in their homes. These trends are driving the demand for AR & VR technologies and creating new opportunities for businesses. Another trend in the market is the increasing availability of AR & VR devices and content. Major tech companies are investing in the development of AR & VR devices, making them more accessible to consumers. Additionally, there is a growing ecosystem of developers and content creators who are producing AR & VR experiences for various platforms. This availability of devices and content is fueling the adoption of AR & VR technologies in Netherlands.

Local special circumstances: Netherlands has a strong technology and innovation ecosystem, which is contributing to the growth of the AR & VR market. The country is home to several tech startups and research institutions that are at the forefront of AR & VR development. This local expertise is attracting investments and fostering collaboration, leading to the advancement of AR & VR technologies in Netherlands. Furthermore, the Dutch government has been supportive of the AR & VR industry. They have implemented policies and initiatives to promote innovation and entrepreneurship in the technology sector. This support has created a favorable environment for AR & VR companies to thrive and contribute to the growth of the market.

Underlying macroeconomic factors: The growth of the AR & VR market in Netherlands is also influenced by underlying macroeconomic factors. The country has a strong economy and a high level of digitalization, which provides a solid foundation for the adoption of AR & VR technologies. Additionally, the Dutch population is known for its tech-savviness and openness to new technologies, making them early adopters of AR & VR. In conclusion, the AR & VR market in Netherlands is experiencing significant growth and development. Customer preferences for immersive and interactive experiences, along with various trends in the market, are driving the demand for AR & VR technologies. The local special circumstances, including a strong technology ecosystem and government support, are contributing to the growth of the market. Furthermore, underlying macroeconomic factors such as a strong economy and tech-savvy population are fueling the adoption of AR & VR technologies in Netherlands.

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.