Europe: AR hardware ad spending 2020-2027

The ad spending in the ar hardware segment of the ar & VR market in Europe was forecast to continuously increase between 2023 and 2027 by 1.4 billion Euros (+274.51 percent). After the fourth consecutive increasing year, the ad spending is estimated to reach 1.95 billion Euros and therefore a new peak in 2027. Notably, the ad spending of the ar hardware segment of the ar & VR market was continuously increasing over the past years.

Find other key market indicators concerning the ar hardware segment of the ar & VR market in Europe, such as average revenue per user (ARPU) and revenue growth.

Revenue of the AR hardware industry in Europe 2020-2027 (in billion euros)

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Supplementary notes

Data provided by Statista Market Insights are estimates.

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 segments: 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 segments and subsegments; B2B and B2G revenues are not included. Additional definitions for each segment can be found on the respective segment pages.
Market numbers for VR headsets are also featured in the Consumer Market Outlook, namely in the Gaming Equipment segment of the Consumer Electronics market. Unlike the VR Hardware segment in the Advertising & Media Outlook, the Gaming Equipment segment 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.
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