Global XR (AR & VR Headsets) Market Share: Quarterly

Global XR (AR & VR Headsets) Shipments Market Share: By Quarter

Published Date: September 27, 2023

A repository of quarterly data for the global XR (AR & VR Headsets) shipments market

Global XR market share Q2 2023
Note: Rankings provided are based on the standings for each quarter. The chart includes the top three brands and “others” for each quarter.
Meta 66%
Pico 11%
Others 12%
Meta 66%
Pico 11%
DPVR 11%
Others 10%
Meta 80%
Pico 7%
Others 6%
Meta 49%
Sony 32%
Pico 7%
Others 6%
Meta 50%
Sony 28%
Pico 9%
Others 13%

Source: AR & VR Headsets (XR) Quarterly Model Shipments Tracker: Q1 2020 – Q2 2023


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  • XR headset shipments declined 49% YoY in Q2 2023. The decline was significantly more than in previous second quarters as the market struggled with lackluster demand.
  • The performance of the newly launched next-generation Sony PSVR2 (PlayStation VR2), along with the price reduction on Meta’s Quest 2, saved the global market from a bigger decline.
  • Meta captured half of the shipments in Q2 2023, similar as in Q1 2023. The share decline was a result of the highly anticipated launch of Sony’s successor to its 2016 headset PSVR.
  • 2023 is the year of next-generation VR headset launches. The PSVR2, E4 and Vive XR Elite are some of the prominent launches so far. And then, of course, Apple has announced its Vision Pro and Meta its Quest 3.

WATCH: AjnaLens VR Training – Teleporting Trainees to Job Site

For a more detailed AR & VR headsets (XR) shipments tracker, click below:

This is a comprehensive database of Extended Reality (XR) headset model level shipments by quarter including retail price and 30+ specifications and features. It covers tethered as well as standalone Virtual Reality (VR) and Augmented Reality (AR) headset models. We are tracking 35+ XR brands and 70+ headset models by memory variants.
Covers 99% of the global market
Data: Model level shipments of XR headsets including retail price, specs, and features.
Time Period: Q1 2020 – Q2 2023

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Apple Thinking About the Next Decade & Beyond with Vision Pro Announcement

  • Apple announced Vision Pro at the June 5 WWDC with a launch price of $3,499.
  • It will be released early next year starting with the US, the biggest XR headset market with over 70% share in 2022.
  • Featuring advanced specs and a sleek design, it has enterprise, gaming, content and connectivity use cases.
  • However, with a price of 12 times that of an entry-level Quest headset, it is unlikely to ship over half a million units in its first year.

Apple made its long-anticipated foray into the extended reality (XR) market with the announcement of a $3,499 headset, Vision Pro, at this year’s WWDC on June 5. While Apple is calling it an augmented reality (AR) headset, it is effectively a mixed reality headset based on video pass-through, although done better than anyone else. This is an important step forward for the technology which may eventually replace smartphones, personal computers and televisions.

Apple’s short-term and long-term prospects

With such high expectations, Apple’s stock reached an all-time high before the announcement but fell during the keynote address. This shift in investor stance reflects the challenges that complicate this opportunity.

Apple has also not jumped on to the AI bandwagon so far as it is not its core strength but may yield dividends in the nearer term, thus influencing investor perception of the stock’s attractiveness.

Given primarily the hefty price tag, which is 12 times that of an entry-level Quest headset, the first iteration of the headset is unlikely to sell more than half a million units in the first year of availability. Investors’ reaction also reflects this. Apple’s concern, however, is not the day’s stock movement but the next decade and beyond of technological evolution – about a post-smartphone future and how to secure it.

WATCH:Apple Vision Pro Mixed Reality Headset: Quick Look at Key Features

Cutting-edge technology and Apple premium explain the price tag

In order to secure this long-term future, after eight years of work and 5,000 patents, Apple has announced what it describes as “the most advanced personal electronics device ever”. It features Apple’s powerful M2 processor with its custom R1 co-processor that helps manage the computational load from multiple cameras and other sensors in the spatial computing device.

Apple's M2 processor and R1 co-processor

Its two microOLED displays offer an unrivalled viewing experience with more than a 4K-per-eye resolution. So far, only tethered VR devices by Czech-based VRGineers and China-based Pimax have offered headsets with 4K display but in LCD.

Apple Vision Pro Headset

The Vision Pro also takes the industry forward with an immersive audio experience enabled by two amplified drivers in audio pods next to each ear.

In demos, Apple employees scanned reviewers’ ears and their surroundings to calibrate spatial audio, besides scanning their faces for Face ID.

The device uses advanced scanning to personalize the experience. Facial scanning is done to create a representation of the user’s face. This is used in, for example, virtual conferencing. Eye movements and facial expressions are rendered faithfully. The device also scans the environment to optimize the audio settings to deliver accurate spatial audio.

With an external battery pack, Vision Pro is just shy of being completely self-sufficient

The headset does not come with controllers as it uses advanced eye, voice and gesture tracking through 12 cameras, 6 microphones and 5 sensors.

An external battery pack, however, prevents the device from being completely standalone despite featuring multiple integrated chipsets which enable autonomous computing. A two-hour battery life, then, is disappointing.

Apple vision pro headset

Developer kits and six months to create apps for wide-ranging use cases

The gestation period of six months before the headset is available for purchase in early 2024 in the US will enable developers to build, iterate and test apps on the headset. They carry a heavy weight of expectations to update existing apps for the spatial environment and to create killer new apps offering use cases for both consumers as well as enterprises on Apple’s all-new VisionOS platform.

Scale and size to allow Apple to forge partnerships critical for the technology’s success

The partnerships, such as those Apple has struck with Disney, Unity and Zeiss, are also key to ensuring the success of Vision Pro, and indeed the technology in general, especially in the early days when buyers may need every push to try out a technology with which few are familiar.

Meta has tried this for its enterprise-grade headset, the 2022-launched Quest Pro, with indeterminate although likely unremarkable outcomes. Apple’s advantage lies in its ability to entice a whole host of firms, including Hollywood studios, to create custom content for its headset.

Concerns and challenges that may obstruct Apple’s path to spatial success

Vision Pro is clearly only an early step in what is going to be a long journey before face-worn computers become mainstream. There are several obstacles that obstruct this path and will need to be overcome to realize such a future.

Form factor

While Apple’s ski goggle-like design is sleek and attractive, widespread acceptance can be attained by compressing similar compute in a compact eye-worn glass-like design.


The headset offloads some of its weight to an external battery pack but is still described by reviewers as being hefty. For a headset to become mainstream, it will need to be lightweight enough to be comfortably worn for extended periods.


Eventually, the battery needs to be integrated with the main headset while concurrently reducing its weight. Besides, the battery life will also need to be increased to at least 8-10 hours before headsets can come close to becoming integral parts of our daily lives.


In this regard, Apple has already taken steps to allay concerns by ensuring that consumer data is protected, and in some cases, not even accessible to Apple. With its current headset looking clearly like a tech device and unlikely to be used for extended periods in public, Apple has also dodged one of the bullets that killed Google Glasses – the fear of headset users breaching the privacy of unsuspecting passersby. However, as Apple’s headset becomes sleeker, these concerns will have to be addressed.

Apple’s success will be the industry’s gain

Regardless of these challenges, Apple’s long-awaited entry into the segment has already generated an upswing in consumer interest towards XR hardware that perhaps even Facebook’s name change to Meta did not. This interest is likely to translate into increased sales of headsets of all types. For those unable to afford Apple’s prices, or unwilling to wait long enough for it to become available for sale (especially outside of the US), rival headsets will be good alternatives to try out the tech.

So, even if the launch of what Apple described as “the most advanced personal electronics device ever” may not be an iPhone moment, it is a positive step and will take the industry forward.

Feel free to reach us at for questions regarding our latest research and insights.

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Quest 3 to Help Maintain Meta’s XR Dominance Even as Apple Entry Looms

  • Meta announced the launch of the Quest 3 headset on June 1. To be retailed at just under $500, it will be released in autumn. The Quest 3 will have both VR and MR capabilities.
  • The Quest 2 has also received a $100 price cut, with the entry-level variant available at $299 starting June 4.
  • Together with its newly discounted predecessor, the Quest 3 is expected to help the company maintain market dominance for now.
  • Meta’s announcement came days ahead of WWDC, where Apple will reportedly announce its own MR headset.

London, San Diego, New Delhi, Beijing, Buenos Aires, Seoul, Hong Kong – June 5, 2023

The announcement of Meta’s Quest 3 headset at $499.99 and the Quest 2’s $100 price cut to $299 just before the rumoured launch of Apple’s first mixed reality (MR) headset shows the social media parent’s determination to lead the extended reality (XR) headset market.

Meta described the Quest 3, which will have both VR and MR capabilities, as its “most powerful headset yet”. The announcement of a successor to the best-selling XR model in history after three years of no consumer-grade headset launches by Meta is an important step forward for the company as well as for the industry.

In line with the season’s flavour, mixed reality, the Quest 3 features the next generation of Qualcomm’s Snapdragon chipset and yet to be disclosed but likely superior display resolution, memory, battery life and weight.

The Quest 3’s launch in autumn, together with the price cut of the Quest 2, will be enough to maintain Meta’s market dominance in terms of shipments for the foreseeable future.

Meta XR dominating the market

Apple’s expected announcement of a $3,000 MR headset during this year’s Worldwide Developers Conference (WWDC) on June 5 will create the biggest challenge to Meta since its entry into the segment through the acquisition of Oculus VR in 2014. If Apple succeeds in bringing the cost down and gaining a foothold in the market through successive iterations of the $3,000 headset, it may supplant Meta as the biggest revenue generator in the market which Meta has dominated thus far both in terms of revenue and shipments.



Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

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Harmeet Singh Walia

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More Than 1 Million XR Headsets Shipped in China in 2022, Pico Number 1

  • XR shipments crossed 1.1 million units in China in 2022.
  • VR remains the dominant segment, contributing more than 95% to overall shipments in 2022.
  • Pico is the number one brand with a shipment share of 43%, followed by DPVR at 36%.
  • iQIYI, HTC and NOLO, each captured a single-digit share.

London, San Diego, New Delhi, Beijing, Buenos Aires, Seoul, Hong Kong – March 15, 2023

Extended Reality [XR: Augmented Reality (AR) and Virtual Reality (VR) headsets] shipments crossed 1.1 million units in China in 2022 according to Counterpoint Research’s XR Model Tracker. VR remains the dominant segment within XR, contributing more than 95% to overall shipments in 2022. The Chinese market has considerable untapped potential but is growing slowly because available headsets do not offer enough value in the consumer domain for mass consumption.

While the consumer segment did not see a major shift, volume growth was produced by enterprise deals, mostly in the education and training sectors. The potential for further volume growth is limited in the enterprise segment which remains niche as the currently available headsets are not yet advanced enough to offer enticing use cases. So, brands have started to focus more on the consumer segment, particularly gaming. However, Chinese brands are offering few and mostly simple VR games. Brands must develop high-quality games to increase consumer traction.

Pico is the number one brand in China’s XR market with a shipment share of 43% in 2022, followed by DPVR at 36%. iQIYI, HTC and NOLO, each of which captured a single-digit share, also made it to the top five.

China XR market 2022

Pico, since its acquisition by TikTok’s parent, ByteDance, has gained greater global as well as local prominence. The additional financial, human and soft resources that ByteDance is pouring into Pico helped it to become a major player. Since the acquisition, Pico’s strategy has been to establish itself as a major player in the consumer XR segment. For this, it has priced its recent Pico 4 headset at close to $400, similar to Meta’s Quest 2.

DPVR shipped the next highest number of XR headsets in China and is the biggest player in the enterprise segment. Existing partnerships and growing regional prominence will ensure a healthy growth rate for DPVR, but it has a limited opportunity for volume growth in the enterprise segment. It is therefore betting big on its E4 gaming headset.

iQIYI, with a focus on VR content and streaming, took the third spot on the list while HTC’s volumes continued to be driven by Vive Flow. However, HTC is facing difficulty to sell its headsets owing to their high price points. NOLO also made it to the top five list thanks to its consumer-grade headsets targeted at gamers.

China’s market has a large base of home-grown content producers who benefit from a largely common language. We expect these players to increasingly invest in content for VR leading to a virtuous circle of increasingly capable hardware supported by content from multiple producers. The adoption of XR in sectors ranging from education and healthcare to industrial and supply chains will also enable more holistic growth represented by both the consumer and enterprise segments.

China is also expected to benefit from the early adoption of 5G since telecom operators see VR content as a driver of data consumption.


Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts:

Karn Chauhan

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AjnaLens: India-based XR Startup Upskilling Workforce Training with VR & Metaverse

The India-based startup, AjnaLens, is one of the Indian players in the XR (Extended Reality) space joining the Metaverse revolution. Founded in 2014, the co-founders have IIT and engineering backgrounds. Designing and manufacturing in India, AjnaLens offers AR (Augmented Reality), VR (Virtual Reality), and Mixed Reality solutions with applications across different sectors from skill training to enterprise and even the Indian defense sector.

We recently got to spend some time at the AjnaLens office in Mumbai to talk with the co-founders, understand the product offerings, and experience the solutions in action.

The company’s mission & services

The key mission of AjnaLens is to focus on upskilling the workforce and bridging the digital divide. The company has joined hands with Tata Technologies to upgrade 150 ITIs (Industrial Training Institutes) in Karnataka, India; to upskill over 9000 students using a VR-based simulator.

AjnaLens also leverages technologies such as artificial intelligence and mixed reality to upgrade defense weapon systems and tanks to help increase the effectiveness of combat missions. The mixed reality glasses can be mounted on soldiers’ helmets, enabling them to efficiently carry out surveillance and security.

counterpoint ajnalens mixed reality headset
Credit – AjnaLens

Though the defense was just a byproduct, it is now most of their business. This military-grade Mixed Reality helmet also includes features like GPS for navigation, night vision, LIDAR, Sonar, and thermal scanners.

There are three core product applications:
• AR-glasses for enterprise
• Mixed Reality glasses for the military
• XR Station for VR training purposes

AjnaLens also has its own app marketplace where it can customize apps based on specific client needs. The marketplace also allows third-party app developers to submit and publish their apps. Using Android OS as a base, AjnaLens has filed for over 15 national & international patents in augmented reality, and its algorithms are its secret sauce for powering and integrating the entire system.

The upskilling challenge for industries

One of the biggest challenges facing industries is training the workforce with new skills and capabilities. The post-COVID-19 hybrid and remote working is making training even more challenging. But with VR and metaverse, these challenges can be more easily overcome.

In VR training, like that offered by AjnaLens, workers are instantly teleported to the job site (or workshop). It is one of the most effective ways to develop new skills and train the workforce. Scientific research has proven that VR training is more completely and readily absorbed by the brain than traditional classroom-type training.

VR training can offer several benefits, but the two important aspects are that it offers realistic simulations and the ability to teach even hard skills. And what better example than a flight simulator where challenging emergency scenarios can be recreated for pilot training?

WATCH: AjnaLens VR Training – Teleporting Trainees to Job Site

AjnaLens VR for training institutes: Immersive & interactive way of learning

  • The AjnaLens team offered us a demo of its VR solution for training institutes, and we were left impressed.
  • The VR headset, AjnaLite 2, is tethered to a dedicated VR workstation called Ajna XR Station, and the software is scalable across different use cases; institutes just need to load the training modules.
  • Currently, it supports a variety of jobs such as welding, painting, fire, and safety training.
  • With this 360-degree immersive environment, students or workers can learn skills like painting for automobiles and aviation.
  • Upon completing the tasks, students get instant grades and they can practice for an unlimited time until they perfect the processes.
  • As there is no need to have actual paint and car doors to learn painting, it allows organizations to greatly reduce overall training costs.
  • For those who wear specs, the VR glasses have an adjustable dial to adjust the lens power.
  • The display is bright, and crisp and did not cause any eye-fatigue issues during our limited usage.
  • The VR glasses and equipment like a spray gun and the welding gun have trackers to track your movement.

We were impressed with the painting job demo, and the precision of details with the angle of spray and distance.

counterpoint ajnalens ar glasses

AjnaLens AR glasses for enterprise

  • AjnaLens also has tethered AR glasses and ambient-aware (see-through) type features.
  • These are lightweight glasses that have a 2K display, speaker, and camera.
  • It has a 50-degree field of view and can be used to create a virtual space from the connected device.
  • These glasses are powered by tethering to a Qualcomm Snapdragon 845 SoC or above-powered smartphone, or a laptop or tablet using a Type-C cable.
  • There is no processing on the glasses, it only has MCUs for the camera, tracking, sensors, and audio.
  • This virtual space can have holograms and avatars, digital twins, web browsers, CAD designs, and Office apps.
  • Users can also take virtual team calls over platforms like Microsoft Teams or Zoom.
  • We did give it a try and it was quite comfortable to wear.
  • The display was bright enough, and color reproduction was good too.

Overall, we were left impressed with the demos we saw at AjnaLens’ office, and with this hybrid work culture and remote assistance use cases, there is room to grow and expand beyond India. AjnaLens is one of the companies in the XR space to watch out for.

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Our analysts Tarun PathakPrachir Singh, Parv Sharma, Varun Mishra, Shilpi Jain and Ankit Malhotra will be attending the IMC New Delhi, 2022. You can schedule a meeting with them to discuss the latest trends in the technology, media and telecommunications sector and understand how our leading research and services can help your business.

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Metaverse Reignites XR Interest in Chinese Markets

London, San Diego, New Delhi, Beijing, Buenos Aires, Seoul, Hong Kong – April 15, 2022

XR technologies experienced their first boom in China in 2016. However, this boom fizzled out in the following two years due to the immaturity of subsequent technologies and failure to fulfill public expectations. Five years later, with the rise of the Metaverse and Meta’s (formerly Facebook) commercial success of its consumer-level VR headset Oculus, China’s XR market has received its second wind with mobile giants like Huawei, Xiaomi, and OPPO entering the fray with their own releases of smart/AR products. Counterpoint Research has released a new report on the ‘Overview of China’s XR Market‘ which analyses the advancements in XR/AI technologies and the introduction of blockchain as cornerstones of a full-fledged Metaverse. It also measures whether a certain level of maturity has been achieved to reach mass-adoption levels in China’s XR market.

Current landscape

Currently, four major forces steer China’s XR industry, ranging from XR-focused start-ups to mobile giants. Three out of the top five smartphone manufacturers in China launched their own smart/AR glasses in the second half of 2021. Consequently, the smart/AR glasses category has become the most competitive in the Chinese XR industry with its relatively low entry barriers and potential to become the next leading device in smart wearables. Lagging in core AR/VR technologies, Chinese manufacturers are trying out other means of development, namely functionalities utilizing their own technological advancements, to pursue value-added and popular features like voice control, virtual assistant, and gesture control. Chinese manufacturers are also diversifying their product lines, shifting from B2C to B2B markets by providing products for industrial and service sectors. Rokid X-Craft and Rokid Glass are typical examples of obtaining value propositions in industrial/business applications.

Overview of Leading Players in China

Company Company Type Market Vertical XR Focus
Pico VR startup acquired by ByteDance VR Entertainment, gaming
Nreal XR startup (2017) AR Commerce, gaming, real estate
iQIYI China’s streaming giant Video streaming Movie streaming, gaming
Huawei Leading global ICT provider Telecom, AI Smart life
Rokid AI startup (2014) Robotics, AI Industrial inspection, public security, cultural tourism
OPPO Leading smartphone provider Smartphone Consumer-assisted reality

Technological landscape

According to Counterpoint’s Overview of China’s XR Market Landscape report, the market is currently moving towards a combination of Micro-LED with waveguide technology for augmented displays, setting a new standard for premium AR glasses. Xiaomi’s upcoming AR glasses have chosen such a combination. Micro-LED enables thinner display screens, lower power consumption and higher display resolutions. However, mass adoption will be less likely due to its high production costs, hence limiting its application to only premium models. Additionally, AR/smart glasses still depend on mobile phones for their computing power. However, China’s early adoption and development of 5G technology raises the prospects of AR/smart glasses becoming integrated devices independent from mobile phones.

In terms of VR headsets, leading players in China such as Pico, iQIYI, and ShadowCreator are adopting Qualcomm’s Snapdragon XR2 SoC processors, part of the Snapdragon product line designed primarily for AR and VR devices for optimal performance, benchmarking against Meta’s Oculus Quest 2 as the standard.

Competitive landscape

Even with big players testing the waters of the Chinese XR market, the AR market remains to be cultivated to its full potential with a dominant headset yet to be seen. This, however, may change soon with Pico (acquired by ByteDance), the leader in China’s VR market, seeing success with its Neo 3 model. Multiple AR/smart glass models are expected to be launched this year (2022), including the Nreal Air, Huawei Eyewear 3, OPPO Air Glass, Rokid Vision and possibly the Xiaomi AR glasses.

OPPO Air Glass 3 With Half-frame in Silver

Source: OPPO

For more details, read our report Overview of China’s XR Market Landscape. Feel free to contact us at for questions regarding our latest research and insights, and for press enquiries.

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Podcast #50 – Disruptive Trends Shaping the Next Decade & Beyond

It is always interesting to talk about the future. But in the absence of any magical crystal ball, getting your prediction right needs experience, vision and good judgment. Now, a lot has changed over the past couple of years, with the prolonged COVID-19 pandemic driving some new use cases of technologies. Many of these use cases will shape the digital future.

These two years have seen the fall of big smartphone brands like LG and Huawei, even as the pandemic-triggered pent-up demand helped boost other OEMs’ sales. COVID-19 has also caused semiconductor shortages across industries. Then there are geopolitical issues that are expected to slow down some technological advancements while accelerating others.

We discuss all this and more in this special edition of ‘The Counterpoint Podcast’ that focuses on our tech predictions for the next decade and beyond. Host Peter Richardson is joined by Tom Kang and Neil Shah to discuss some of the disruptive technology trends that we will see in the future. Partners at Counterpoint and friends, Tom, Peter and Neil share their views on 6G, smart glasses, foldables, OEM strategies, mobile network operators, quantum computing, tech cold war, and much more.

Hit the play button to listen to the podcast

You can download the podcast transcript here.

Chapter Markers for Counterpoint Tech Predictions

02:15 – Tom on changing dynamics of smartphone OEMs.

03:14 Neil on the house of brands and strategies.

04:43 Neil further talks about 1+N strategies.

05:45 Tom on services play by hardware companies.

07:38 – Neil discusses brands focusing more on IoT space.

08:34 Peter on Extended Reality (XR).

11:37 Tom shares his predictions for 6G, smart glasses and foldables.

13:36 – Neil on existing 5G network, iterations and transition to 6G.

15:33 Tom talks about drivers for 6G, smart glasses, and more.

18:56 – Neil on tech companies and operators.

21:10 – Peter talks about wearable devices and their importance in healthcare.

22:40 – Neil further talks about wearables, healthcare and e-commerce.

24:06  Tom talks about the tech cold war getting intense.

26:36 – Neil on OEMs becoming more vertically integrated.

27:17 Peter weighs in on the future of precision agriculture.

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Oculus Captures Half of XR Headset Market in 2020

London, San Diego, New Delhi, Beijing, Buenos Aires, Seoul, Hong Kong – March 10, 2021

The Extended Reality (XR) headset shipments in 2020 declined 9% YoY, according to the latest research from Counterpoint’s Global XR Model Tracker. The decline was less than expected thanks to the Oculus Quest 2 performance during the holiday season. As a result, Oculus captured 53% of the XR market in 2020 as compared to 44% in 2019. The improved specs, like increased memory, larger battery life, and higher resolution and refresh rate, at an affordable price point were the clear drivers. The pandemic-triggered lockdowns also had a role here, pushing people to invest in content for entertainment and gaming, especially during the second half of 2020.

Commenting on the market dynamics, Research Director Peter Richardson said, “Virtual Reality (VR) headsets captured more than 90% of the total XR shipments. The adoption of VR, mainly for standalone form-factor, is increasing, as the industry is showing significant advancements in design, specifications and features at reasonable prices. Additionally, the availability of good quality content across platforms is growing. The users of VR are limited to the gaming community, but enterprise users from the education and training sector gained some interest during the pandemic.”Counterpoint Research Global Top 5 XR (AR/VR) brands share 2020

Commenting on brand performance, Senior Analyst Karn Chauhan said, “With a strong supply chain and brand value in the gaming segment, Oculus remained the biggest XR brand throughout 2020 by capturing half of the shipments. Sony grabbed the second spot riding on its strong PlayStation user base who went in for the five-year-old PlayStation VR. HTC, DPVR and Pico took the third, fourth and fifth spots, respectively. Enterprise-level sales deals, like for schools and training centres, helped Chinese players to grow in 2020.”

Counterpoint Research global top 5 XR (AR/VR) headsets share 2020

Oculus also dominated the list of top five XR devices. Three headsets in the list were from Oculus. However, the competition in this segment will increase in the coming years. One of the reasons this segment doesn’t witness new launches as frequently as some other categories is that it is more dependent on latest innovations in the overall component and supply chain, especially from the form-factor, display, power and sensor perspective. But the segment holds a big potential in the coming decade, as players like Apple and Sony (PSVR 2) will enter or scale up in this segment.

There are many current and potential enterprise and industrial use cases for XR. These include field force support, product design and development, construction and fabrication, manufacturing, logistics, education and training, media, healthcare and many more. We can, therefore, expect a steadily increasing trend towards enterprises and other organizations investing more in the development and use of XR devices and services.

Some players like Microsoft and Varjo have been taking a wider enterprise-level approach to target this segment. Microsoft now aims to enjoy wider adoption in the fast-growing consumer segment. This combined with Microsoft’s strong bases in major economies, which are the biggest enterprise-level consumers of XR devices and are likely to be the biggest consumer-segment buyers too, ensures the company’s continued growth in the XR industry.

XR’s consumer use can be subdivided into VR and AR. For VR devices, the strongest use case is gaming, although social interaction will provide an interesting niche. Consumer use of AR has thus far largely been confined to smartphone displays via applications.

We believe that XR will continue to show in double digit for the next five years.


Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts:

Peter Richardson

Karn Chauhan

Harmeet Singh Walia

Follow Counterpoint Research

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Podcast: XR – Where are We in Reality?

When first introduced, eXtended reality (XR) appeared like a futuristic concept. But after years of research and development, the technology is now accessible to consumers and enterprises. Yet, XR is having a hard time transitioning from a fantasy concept to something that is more practical and generates revenue. But the recent launch of the Oculus Quest 2 does make us feel a little optimistic about the technology. It is built on Qualcomm’s XR2 platform, which offers new levels of power to the standalone virtual reality (VR) headset.

The COVID-19 pandemic has changed the world around us. People are working from home, and students learning from home. With more time being spent at home, activities like gaming are becoming popular. While standalone gaming can be one of the key drivers for the XR platform, XR being all about offering users with an immersive experience, learning too can be fun with it. Virtual and augmented reality (AR) can help explain scientific topics like the universe in an exciting way. Further, it can even benefit the manufacturing and healthcare sectors among many other possibilities.

In the latest episode of ‘The Counterpoint Podcast’, host Peter Richardson is joined by Research Analysts Karn Chauhan and Harmeet Singhwalia to share their perspectives on eXtended reality. They discuss the current developments in the XR industry, limitations and future expectations, besides going into questions like how will XR benefit from 5G, and will the rumored Apple glasses be the inflection point that the XR industry needs for mass adoption. All this and more in the podcast below.

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