AR & VR - Poland

Poland

In 2024, the projected revenue in the AR & VR market is expected to reach US$200.8m.
The market is projected to experience an annual growth rate (CAGR 2024-2028) of 11.08%, resulting in a market volume of US$305.7m by 2028.
Among the various segments, AR Software is the largest market, with a volume of US$63.8m in 2024.
The United States generates the highest revenue in the AR & VR market, with a projected market volume of US$10,260.0m in 2024.
By 2028, the number of AR & VR market users is expected to reach 21.0m users.
The user penetration rate is projected to increase from 49.1% in 2024 to 54.0% by 2028.
The average revenue per user (ARPU) is expected to be US$5.5.
It is important to note that the revenue values mentioned here only account for B2C revenues.
Additionally, based on the displayed market share of B2C, the B2C & B2B market covers 0.00 of the total market.
All these figures and projections provide insights into the AR & VR market in Poland.
Poland's AR & VR market is experiencing rapid growth, driven by increasing investments in immersive technologies and a growing demand for virtual experiences.

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.

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Analyst Opinion

The AR & VR market in Poland is experiencing significant growth and development, driven by customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in Poland are shifting towards immersive and interactive experiences, which is fueling the demand for AR & VR technologies.

Consumers are increasingly seeking innovative ways to engage with content and brands, and AR & VR provide unique opportunities to do so. The younger generation, in particular, is highly receptive to these technologies and is driving the adoption of AR & VR in various industries such as gaming, entertainment, and retail. Trends in the market indicate a growing interest in AR & VR applications across multiple sectors in Poland.

In the gaming industry, for example, virtual reality gaming is gaining popularity, with more developers creating immersive gaming experiences. Additionally, AR technology is being utilized in the retail sector to enhance the shopping experience by providing virtual try-on options and interactive product demonstrations. The healthcare industry is also embracing AR & VR technologies for training simulations and patient education.

Local special circumstances in Poland contribute to the development of the AR & VR market. The country has a strong and growing tech industry, with many startups and companies specializing in AR & VR technologies. This entrepreneurial spirit and expertise in technology drive innovation and the creation of new AR & VR solutions.

Furthermore, Poland's strategic location in Europe makes it an attractive market for international companies looking to expand their AR & VR offerings. Underlying macroeconomic factors also play a role in the growth of the AR & VR market in Poland. The country has experienced steady economic growth in recent years, which has led to increased consumer spending power.

This allows individuals and businesses to invest in AR & VR technologies, driving market demand. Additionally, government initiatives and support for the tech industry further contribute to the favorable business environment for AR & VR companies in Poland. In conclusion, the AR & VR market in Poland is developing rapidly due to customer preferences for immersive experiences, market trends in various industries, local special circumstances such as a strong tech industry, and underlying macroeconomic factors including economic growth and government support.

As the market continues to evolve, we can expect to see further adoption of AR & VR technologies in Poland across different sectors, creating new opportunities for businesses and consumers alike.

Methodology

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).