AR & VR - Australia & Oceania

  • Australia & Oceania
  • In 2024, the revenue in the AR & VR market withAustralia_&_Oceania is projected to reach US$1,290.0m.
  • The market is expected to show an annual growth rate (CAGR 2024-2028) of 11.40%, resulting in a projected market volume of US$1,987.0m by 2028.
  • Among the market segments, AR Software is the largest with a market volume of US$545.8m in 2024.
  • The United States generates the most revenue in the AR & VR market, with a projected market volume of US$10,260.0m in 2024.
  • By 2028, the number of users in this market segment is expected to reach 22.8m users.
  • The user penetration rate is projected to be 67.0% in 2024 and is expected to increase to 68.6% by 2028.
  • The average revenue per user (ARPU) is expected to be US$26.2.
  • It is important to note that the revenue values presented here only account for B2C revenues.
  • This means that the displayed market share of B2C covers 0.00 of the total market (B2C & B2B).
  • "Virtual reality technology is gaining traction in Australia, as more businesses and consumers embrace immersive experiences for entertainment, education, and training purposes."
Region comparison

Analyst Opinion

The AR & VR market in Australia & Oceania is experiencing significant growth and development due to a variety of factors.

Customer preferences:
Customers in Australia & Oceania are increasingly drawn to the immersive and interactive experiences offered by AR & VR technology. The ability to explore virtual worlds, participate in virtual training programs, and engage in virtual social interactions has captured the interest and imagination of consumers in the region. Additionally, the entertainment industry in Australia & Oceania has embraced AR & VR technology, creating a demand for virtual reality gaming experiences and augmented reality applications that enhance the viewing experience of movies and television shows.

Trends in the market:
One of the key trends in the AR & VR market in Australia & Oceania is the adoption of these technologies by various industries beyond entertainment. The healthcare sector, for example, is utilizing AR & VR to enhance medical training, improve patient outcomes, and provide virtual therapy options. Similarly, the education sector is leveraging AR & VR to create immersive learning experiences and engage students in new and exciting ways. Furthermore, businesses in sectors such as real estate and tourism are using AR & VR to showcase properties and destinations, allowing customers to virtually explore their options before making a purchase or booking a trip.

Local special circumstances:
Australia & Oceania is home to a diverse range of cultures and languages, which presents both opportunities and challenges for the AR & VR market. Companies operating in the region need to consider the cultural sensitivities and preferences of different communities, ensuring that their AR & VR experiences are inclusive and relevant to the local audience. Additionally, the vast geographical distances in Australia & Oceania create a need for virtual communication and collaboration tools, making AR & VR technologies particularly valuable in connecting people across different locations.

Underlying macroeconomic factors:
The growing AR & VR market in Australia & Oceania is supported by several macroeconomic factors. The region has a strong digital infrastructure and high internet penetration rates, providing a solid foundation for the adoption and use of AR & VR technologies. Furthermore, the governments in Australia & Oceania are investing in the development of digital technologies and innovation, creating an environment that fosters the growth of the AR & VR market. Additionally, the region has a skilled workforce and a thriving tech startup ecosystem, attracting both local and international companies to invest in AR & VR development and research. In conclusion, the AR & VR market in Australia & Oceania is experiencing significant growth and development due to customer preferences for immersive experiences, the adoption of AR & VR technologies by various industries, the diverse cultural landscape of the region, and the underlying macroeconomic factors that support the growth of the market. As the technology continues to evolve and improve, the AR & VR market in Australia & Oceania is expected to expand further, offering new and exciting opportunities for businesses and consumers alike.


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.


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).


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  • Key Market Indicators
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