This report addresses the prospects for XR in the consumer market.

Three segments are covered: gaming, video & entertainment, retail & e-commerce. Two case studies per segment provide deeper views on XR products and highlight the linked issues at stake.

This report also addresses current XR technologies and possible disruptions, market trends and drivers as well as hurdles for the future.

Finally, XR consumer market forecasts are detailed, per consumer segment and technology (AR & VR).

  • Where do we stand in terms of XR development in the consumer market?
  • Where are the best market opportunities?
  • What are the challenges and the driving forces for change?
  • What will be the size of the market in 2025 and the balance per consumer segment and technology?

Table des matières

1. Executive Summary

2. XR market landscape
2.1. Introduction to XR
2.1.1. What is extended reality? (also coined XR)
2.1.2. What makes AR, VR and MR different
2.1.3. Focus on Mixed Reality
2.1.4. How to experience eXtended Reality: the devices
2.1.5. Embedded AR/VR/MR, a future opportunity for the market?
2.2. Recent developments in the XR market
2.2.1. The technologies behind eXtended Reality
2.2.2. Recent advances in XR technology development
2.2.3. 5G will favour the development of XR
2.2.4. Edge computing, an enabler for low latency
2.2.5. 5G & edge computing to meet XR performance requirements
2.2.6. XR devices evolution over the last two years
2.2.7. GAFAM heavily invested in eXtended Reality
2.2.8. Volumetric video, the next step for XR?
2.3. State of the XR market
2.3.1. The need for XR headset to accelerate the development of the market
2.3.2. AR, today mostly used on smartphones
2.3.3. XR is not yet a mass consumer market

3. XR in consumer markets
3.1. XR in retail and e-commerce
3.1.1. What does XR have to offer to retail?
3.1.2. Retail ecosystem
3.1.3. Overview of some uses of XR in retail
3.1.4. IKEA case study
3.1.5. Amazon AR case study
3.2. XR in video games
3.2.1. What does XR have to offer to gaming?
3.2.2. The XR gaming ecosystem
3.2.3. Overview of some uses of XR in gaming
3.2.4. Niantic case study
3.2.5. Focus on Pokemo GO
3.2.6. Half-life Alyx case study
3.3. XR in video / entertainment
3.3.1. What does XR have to offer to the video industry?
3.3.2. The XR video and entertainment ecosystem
3.3.3. Overview of some uses of XR in video and entertainment
3.3.4. LGU+ case study
3.3.5. ARTE360VR case study

4. Market forecasts
4.1. Worldwide XR Consumer services market forecasts
4.2. Breakdown by segment

Table des figures

Table des figures

2. XR market landscape
• Comparison between AR, VR and AR
• The technologies behind eXtended Reality
• AR and VR requirements in terms of throughput and latency
• The different options of edge computing facilities location generate challenges
• Comparison between Oculus Quest 1 and 2 in terms of specification
• Positioning of GAFAM regarding XR
• VR and AR Headset unit shipment (consumer + pro) per segment
• VR Headset market share as of Q4-20
• Units of compatible devices per mobile AR platform
• Active AR users per software platform
• Frequency use for AR
• Types of apps used to access AR

3. XR in consumer markets
• Retail ecosystem
• Overview of some uses of XR in retail
• Type of games available in AR and VR
• The XR gaming ecosystem
• Overview of some uses of XR in gaming
• Pokemon Go, Ingress Prime and Harry Potter Wizards Unite: Niantic biggest success
• The XR video and entertainment ecosystem
• Overview of some uses of XR in video and entertainment

4. Market forecasts
• Market forecasts for Worldwide XR Consumer market, 2019-2025
• Market forecasts for Worldwide AR Consumer services market, 2019-2025
• Market forecasts for Worldwide VR Consumer services market, 2019-2025

Secteur géographique



  • Alibaba
  • Amazon
  • Amikasa
  • Apple
  • ARTE
  • Audi
  • BBC
  • BT
  • Comcast
  • Disney
  • Dulux
  • Facebook
  • Fox Corp.
  • Fuji Media
  • Google
  • HBO
  • HP
  • HTC
  • IKEA
  • Lenovo
  • LGU+
  • LucidWeb
  • Ludia
  • Microsoft
  • National Geographic
  • nBC Universal
  • NetxVR
  • Niantic
  • Nippon Television Network
  • Oculus
  • Oppo
  • Sephora
  • Shopify AR
  • Snap Inc.
  • Sony
  • Sweet FIT
  • Valve

Autres détails

  • Référence : M00003MRA
  • Livraison : on the DigiWorld Interactive platform
  • Langues disponibles : Anglais
  • Tags : AR, Augmented reality, e-Commerce, entertainment, gaming, mixed reality, retail, video, Virtual reality, VR, XR

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