Global XR (AR & VR Headsets) Market Share: Quarterly
| Brands | Q3 2024 | Q4 2024 | Q1 2025 | Q2 2025 | Q3 2025 | Q4 2025 | Q1 2026 |
|---|---|---|---|---|---|---|---|
| Meta | 60% | 79% | 71% | 72% | 58% | 66% | 58% |
| SONY | 7% | 8% | 7% | 6% | 6% | 6% | 7% |
| Ray Neo | 2% | 1% | 3% | 5% | 6% | 5% | 6% |
| PICO | 10% | 3% | 5% | 4% | 5% | 4% | 5% |
| VITURE | 1% | 1% | 1% | 1% | 3% | 3% | 5% |
| Others | 21% | 8% | 13% | 12% | 22% | 16% | 20% |
Market Highlights
- In Q1 2026, global VR headset shipments declined by 17% YoY and 39% QoQ, indicating continued weakness in the global market due to a lack of new product launches and other market stimulus.
- Meta has acknowledged that growth in the VR industry has been slower than expected and has implemented cost-cutting measures in its Reality Labs, including plans to reduce expenses by up to 30% amid ongoing layoffs. Despite declining annual VR headset shipments, Meta has reiterated that it is not exiting the VR market and remains committed to the sector.
- In contrast to the slowdown in VR, global shipments of AR smart glasses increased 136% YoY but declined 23% QoQ in Q1 2026, as the market normalized following the promotion-driven peak in Q4. The strong YoY growth was driven by expanding manufacturing capacity and continued channel expansion across major OEMs.
- During Q1 2026, the Rokid Glasses and Meta Ray-Ban Display emerged as the best-selling models in the AR glasses market, replacing the Birdbath-based, video-centric devices that previously dominated the rankings. This shift occurred despite ongoing supply constraints for the Meta Ray-Ban Display. Overall, the trend underscores the growing market potential of lightweight AR+AI glasses that resemble traditional eyewear and support long-duration daily wear.
- Global Q1 2026 AR/VR OEM market share rankings (based on shipments):
- Meta – 58%
- Sony – 7%
- RayNeo – 6%
- Pico – 5%
- VITURE – 5%
- Others – 20%
*Data on this page is updated every quarter
This data represents a repository of quarterly data for the global XR (AR & VR Headsets) shipments market.
The global XR headset market share numbers are from:
Global XR (AR & VR Headsets) Market Tracker, Q1 2026
Excel File | Published Date: June 2026
This report includes three forecast scenarios for the outlook of the global AR/VR market development: the base scenario, the conservative scenario, and the positive scenario.This approach aims to comprehensively showcase the potential drivers and inhibitors in the growth of the global AR/VR market.
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Counterpoint Research is a global industry and market research firm providing market data, intelligence, thought leadership and consulting across the technology ecosystem. We advise a diverse range of global clients spanning the supply chain – from chipmakers, component suppliers, manufacturers and software and application developers to service providers, channel players and investors. Our veteran team of analysts serve these clients through our offices located across the key innovation hubs, manufacturing clusters and commercial centers globally. Our analysts consistently engage with C-suite through to strategy, market intelligence, supply chain, R&D, product management, marketing, sales and others across the organization. Counterpoint’s key coverage areas: AI, Automotive, Cloud, Connectivity, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks & Infra, Semiconductors, Smartphones and Wearables.