증강현실(AR) 및 가상현실(VR) 시장 - 세계 산업 규모, 점유율, 동향, 기회, 예측 : 제품 유형별, 조직 규모별, 제공별, 용도별, 최종사용자별, 지역별, 경쟁 예측(2021-2031년)

The Global Augmented Reality (AR) & Virtual Reality (VR) Market is projected to experience substantial growth, rising from USD 44.35 Billion in 2025 to USD 160.83 Billion by 2031, reflecting a CAGR of 23.95%. While Augmented Reality functions by overlaying digital elements onto the real world, Virtual Reality immerses users in entirely digital environments that replace their physical surroundings. This market expansion is primarily fueled by the increasing need for sophisticated training simulations and remote collaboration tools that enhance operational efficiency, particularly within the industrial sector. Highlighting this trend, the XR Association reported in 2024 that 81% of manufacturing CEOs consider extended reality technologies to be critical for the future of their industry.

High hardware costs, however, present a major obstacle that could slow broader market development. Both businesses and individual consumers often find the initial investment required for premium headsets and high-performance computing power to be prohibitively expensive. This financial barrier currently limits the technology from reaching mass adoption, keeping its success largely confined to specialized enterprise applications rather than general consumer use.

Market Driver

The rapid deployment of high-speed 5G infrastructure is fundamentally transforming the market by resolving critical latency issues that previously tethered users to powerful workstations. These next-generation networks enable the seamless streaming of high-fidelity 3D content to wireless devices, thereby improving mobility and experience quality across both consumer and enterprise environments. According to the November 2024 'Ericsson Mobility Report,' global 5G subscriptions grew by 163 million in the third quarter to reach a total of 2.1 billion, demonstrating the massive infrastructure expansion that supports these immersive technologies.

Simultaneously, the widespread adoption of AR and VR in healthcare and surgical simulation is growing as medical institutions utilize these tools for pre-operative planning and advanced training. Surgeons rely on immersive headsets to visualize complex anatomies in 3D, which enhances procedural accuracy and lowers operational risks, a practice increasingly validated by regulators; the U.S. FDA noted in September 2024 that it has authorized 69 medical devices incorporating these technologies. This sector's growth is supported by significant financial commitment from major tech developers, with Meta Platforms, Inc. reporting that its Reality Labs segment generated $270 million in revenue during the third quarter of 2024, a 29% increase over the previous year.

Market Challenge

The exorbitant cost of hardware serves as a significant barrier to the expansion of the Global Augmented Reality (AR) and Virtual Reality (VR) Market. The substantial capital required for premium headsets and necessary high-performance computing equipment restricts the addressable market mainly to well-funded enterprises, effectively pricing out many small businesses and individual consumers. This pricing structure prevents the industry from achieving the economies of scale needed to lower unit costs, creating a cycle where high prices inhibit the mass adoption required to make the technology more affordable.

This financial friction is particularly detrimental to the emerging consumer base, which is vital for the market's long-term sustainability. The hesitation to adopt immersive tools due to cost restricts the technology's penetration into broader commercial and social sectors, confining it to specialized niches. According to data from the XR Association in 2025, 50% of teens cited concern regarding the cost of XR technology, highlighting that affordability remains a primary deterrent for the next generation of users and directly hampers the market's transition from industrial applications to widespread global usage.

Market Trends

The convergence of Generative AI and Spatial Computing is significantly accelerating content creation in the Global Augmented Reality (AR) & Virtual Reality (VR) Market by automating the production of complex 3D assets and immersive environments. This synergy enables developers to bypass labor-intensive modeling tasks, effectively democratizing the creation of high-fidelity virtual spaces for gaming and enterprise use. By integrating large language models and generative tools into development engines, creators can dynamically populate spatial worlds, which reduces time-to-market; the '2025 Unity Gaming Report' from March 2025 noted that 96% of surveyed studios are now using AI tools, underscoring the rapid integration of these systems to optimize production pipelines.

Additionally, the adoption of Immersive Virtual Try-On in retail is reshaping e-commerce by bridging the gap between digital browsing and physical store interactions. Retailers are utilizing advanced augmented reality features that allow consumers to realistically visualize products like apparel and cosmetics on themselves or in their homes, addressing issues of fit and suitability. This trend drives active engagement and boosts purchasing confidence while reducing returns. According to a May 2025 report by Snapchat, 63% of users indicated that using AR Lenses reduces their need to visit physical stores, demonstrating the technology's ability to effectively replace traditional in-person shopping experiences.

Key Market Players

• Alphabet Inc.
• DAQRI LLC
• Facebook Inc.
• HP Inc.
• HTC Corporation
• Magic Leap Inc.
• Microsoft Corporation
• Samsung Electronics Co. Ltd.
• Sony Corporation
• Toshiba Corporation

Report Scope

In this report, the Global Augmented Reality (AR) & Virtual Reality (VR) Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Augmented Reality (AR) & Virtual Reality (VR) Market, By Product Type

• Head-Mounted Display
• Head-Up Display
• Smart Glass
• Handheld Device Applications

Augmented Reality (AR) & Virtual Reality (VR) Market, By Organization Size

• Large Enterprises
• Small & Medium-sized Enterprises

Augmented Reality (AR) & Virtual Reality (VR) Market, By Offering

• Hardware & Software

Augmented Reality (AR) & Virtual Reality (VR) Market, By Application

• Consumer
• Enterprise

Augmented Reality (AR) & Virtual Reality (VR) Market, By End User

• Entertainment
• Manufacturing
• Healthcare
• Defense
• Consumer Electronics
• Automotive
• & Others

Augmented Reality (AR) & Virtual Reality (VR) Market, By Region

• North America
  • United States
  • Canada
  • Mexico
• Europe
  • France
  • United Kingdom
  • Italy
  • Germany
  • Spain
• Asia Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea
• South America
  • Brazil
  • Argentina
  • Colombia
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Augmented Reality (AR) & Virtual Reality (VR) Market.

Available Customizations:

Global Augmented Reality (AR) & Virtual Reality (VR) Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

• 1.1. Market Definition
• 1.2. Scope of the Market
  • 1.2.1. Markets Covered
  • 1.2.2. Years Considered for Study
  • 1.2.3. Key Market Segmentations

2. Research Methodology

• 2.1. Objective of the Study
• 2.2. Baseline Methodology
• 2.3. Key Industry Partners
• 2.4. Major Association and Secondary Sources
• 2.5. Forecasting Methodology
• 2.6. Data Triangulation & Validation
• 2.7. Assumptions and Limitations

3. Executive Summary

• 3.1. Overview of the Market
• 3.2. Overview of Key Market Segmentations
• 3.3. Overview of Key Market Players
• 3.4. Overview of Key Regions/Countries
• 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Augmented Reality (AR) & Virtual Reality (VR) Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Product Type (Head-Mounted Display, Head-Up Display, Smart Glass, Handheld Device Applications)
  • 5.2.2. By Organization Size (Large Enterprises, Small & Medium-sized Enterprises)
  • 5.2.3. By Offering (Hardware & Software)
  • 5.2.4. By Application (Consumer, Enterprise)
  • 5.2.5. By End User (Entertainment, Manufacturing, Healthcare, Defense, Consumer Electronics, Automotive, & Others)
  • 5.2.6. By Region
  • 5.2.7. By Company (2025)
• 5.3. Market Map

6. North America Augmented Reality (AR) & Virtual Reality (VR) Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Product Type
  • 6.2.2. By Organization Size
  • 6.2.3. By Offering
  • 6.2.4. By Application
  • 6.2.5. By End User
  • 6.2.6. By Country
• 6.3. North America: Country Analysis
  • 6.3.1. United States Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 6.3.1.1. Market Size & Forecast
      • 6.3.1.1.1. By Value
    • 6.3.1.2. Market Share & Forecast
      • 6.3.1.2.1. By Product Type
      • 6.3.1.2.2. By Organization Size
      • 6.3.1.2.3. By Offering
      • 6.3.1.2.4. By Application
      • 6.3.1.2.5. By End User
  • 6.3.2. Canada Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 6.3.2.1. Market Size & Forecast
      • 6.3.2.1.1. By Value
    • 6.3.2.2. Market Share & Forecast
      • 6.3.2.2.1. By Product Type
      • 6.3.2.2.2. By Organization Size
      • 6.3.2.2.3. By Offering
      • 6.3.2.2.4. By Application
      • 6.3.2.2.5. By End User
  • 6.3.3. Mexico Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 6.3.3.1. Market Size & Forecast
      • 6.3.3.1.1. By Value
    • 6.3.3.2. Market Share & Forecast
      • 6.3.3.2.1. By Product Type
      • 6.3.3.2.2. By Organization Size
      • 6.3.3.2.3. By Offering
      • 6.3.3.2.4. By Application
      • 6.3.3.2.5. By End User

7. Europe Augmented Reality (AR) & Virtual Reality (VR) Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Product Type
  • 7.2.2. By Organization Size
  • 7.2.3. By Offering
  • 7.2.4. By Application
  • 7.2.5. By End User
  • 7.2.6. By Country
• 7.3. Europe: Country Analysis
  • 7.3.1. Germany Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 7.3.1.1. Market Size & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share & Forecast
      • 7.3.1.2.1. By Product Type
      • 7.3.1.2.2. By Organization Size
      • 7.3.1.2.3. By Offering
      • 7.3.1.2.4. By Application
      • 7.3.1.2.5. By End User
  • 7.3.2. France Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 7.3.2.1. Market Size & Forecast
      • 7.3.2.1.1. By Value
    • 7.3.2.2. Market Share & Forecast
      • 7.3.2.2.1. By Product Type
      • 7.3.2.2.2. By Organization Size
      • 7.3.2.2.3. By Offering
      • 7.3.2.2.4. By Application
      • 7.3.2.2.5. By End User
  • 7.3.3. United Kingdom Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 7.3.3.1. Market Size & Forecast
      • 7.3.3.1.1. By Value
    • 7.3.3.2. Market Share & Forecast
      • 7.3.3.2.1. By Product Type
      • 7.3.3.2.2. By Organization Size
      • 7.3.3.2.3. By Offering
      • 7.3.3.2.4. By Application
      • 7.3.3.2.5. By End User
  • 7.3.4. Italy Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 7.3.4.1. Market Size & Forecast
      • 7.3.4.1.1. By Value
    • 7.3.4.2. Market Share & Forecast
      • 7.3.4.2.1. By Product Type
      • 7.3.4.2.2. By Organization Size
      • 7.3.4.2.3. By Offering
      • 7.3.4.2.4. By Application
      • 7.3.4.2.5. By End User
  • 7.3.5. Spain Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 7.3.5.1. Market Size & Forecast
      • 7.3.5.1.1. By Value
    • 7.3.5.2. Market Share & Forecast
      • 7.3.5.2.1. By Product Type
      • 7.3.5.2.2. By Organization Size
      • 7.3.5.2.3. By Offering
      • 7.3.5.2.4. By Application
      • 7.3.5.2.5. By End User

8. Asia Pacific Augmented Reality (AR) & Virtual Reality (VR) Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Product Type
  • 8.2.2. By Organization Size
  • 8.2.3. By Offering
  • 8.2.4. By Application
  • 8.2.5. By End User
  • 8.2.6. By Country
• 8.3. Asia Pacific: Country Analysis
  • 8.3.1. China Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 8.3.1.1. Market Size & Forecast
      • 8.3.1.1.1. By Value
    • 8.3.1.2. Market Share & Forecast
      • 8.3.1.2.1. By Product Type
      • 8.3.1.2.2. By Organization Size
      • 8.3.1.2.3. By Offering
      • 8.3.1.2.4. By Application
      • 8.3.1.2.5. By End User
  • 8.3.2. India Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 8.3.2.1. Market Size & Forecast
      • 8.3.2.1.1. By Value
    • 8.3.2.2. Market Share & Forecast
      • 8.3.2.2.1. By Product Type
      • 8.3.2.2.2. By Organization Size
      • 8.3.2.2.3. By Offering
      • 8.3.2.2.4. By Application
      • 8.3.2.2.5. By End User
  • 8.3.3. Japan Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 8.3.3.1. Market Size & Forecast
      • 8.3.3.1.1. By Value
    • 8.3.3.2. Market Share & Forecast
      • 8.3.3.2.1. By Product Type
      • 8.3.3.2.2. By Organization Size
      • 8.3.3.2.3. By Offering
      • 8.3.3.2.4. By Application
      • 8.3.3.2.5. By End User
  • 8.3.4. South Korea Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 8.3.4.1. Market Size & Forecast
      • 8.3.4.1.1. By Value
    • 8.3.4.2. Market Share & Forecast
      • 8.3.4.2.1. By Product Type
      • 8.3.4.2.2. By Organization Size
      • 8.3.4.2.3. By Offering
      • 8.3.4.2.4. By Application
      • 8.3.4.2.5. By End User
  • 8.3.5. Australia Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 8.3.5.1. Market Size & Forecast
      • 8.3.5.1.1. By Value
    • 8.3.5.2. Market Share & Forecast
      • 8.3.5.2.1. By Product Type
      • 8.3.5.2.2. By Organization Size
      • 8.3.5.2.3. By Offering
      • 8.3.5.2.4. By Application
      • 8.3.5.2.5. By End User

9. Middle East & Africa Augmented Reality (AR) & Virtual Reality (VR) Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Product Type
  • 9.2.2. By Organization Size
  • 9.2.3. By Offering
  • 9.2.4. By Application
  • 9.2.5. By End User
  • 9.2.6. By Country
• 9.3. Middle East & Africa: Country Analysis
  • 9.3.1. Saudi Arabia Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 9.3.1.1. Market Size & Forecast
      • 9.3.1.1.1. By Value
    • 9.3.1.2. Market Share & Forecast
      • 9.3.1.2.1. By Product Type
      • 9.3.1.2.2. By Organization Size
      • 9.3.1.2.3. By Offering
      • 9.3.1.2.4. By Application
      • 9.3.1.2.5. By End User
  • 9.3.2. UAE Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 9.3.2.1. Market Size & Forecast
      • 9.3.2.1.1. By Value
    • 9.3.2.2. Market Share & Forecast
      • 9.3.2.2.1. By Product Type
      • 9.3.2.2.2. By Organization Size
      • 9.3.2.2.3. By Offering
      • 9.3.2.2.4. By Application
      • 9.3.2.2.5. By End User
  • 9.3.3. South Africa Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 9.3.3.1. Market Size & Forecast
      • 9.3.3.1.1. By Value
    • 9.3.3.2. Market Share & Forecast
      • 9.3.3.2.1. By Product Type
      • 9.3.3.2.2. By Organization Size
      • 9.3.3.2.3. By Offering
      • 9.3.3.2.4. By Application
      • 9.3.3.2.5. By End User

10. South America Augmented Reality (AR) & Virtual Reality (VR) Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Product Type
  • 10.2.2. By Organization Size
  • 10.2.3. By Offering
  • 10.2.4. By Application
  • 10.2.5. By End User
  • 10.2.6. By Country
• 10.3. South America: Country Analysis
  • 10.3.1. Brazil Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 10.3.1.1. Market Size & Forecast
      • 10.3.1.1.1. By Value
    • 10.3.1.2. Market Share & Forecast
      • 10.3.1.2.1. By Product Type
      • 10.3.1.2.2. By Organization Size
      • 10.3.1.2.3. By Offering
      • 10.3.1.2.4. By Application
      • 10.3.1.2.5. By End User
  • 10.3.2. Colombia Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 10.3.2.1. Market Size & Forecast
      • 10.3.2.1.1. By Value
    • 10.3.2.2. Market Share & Forecast
      • 10.3.2.2.1. By Product Type
      • 10.3.2.2.2. By Organization Size
      • 10.3.2.2.3. By Offering
      • 10.3.2.2.4. By Application
      • 10.3.2.2.5. By End User
  • 10.3.3. Argentina Augmented Reality (AR) & Virtual Reality (VR) Market Outlook
    • 10.3.3.1. Market Size & Forecast
      • 10.3.3.1.1. By Value
    • 10.3.3.2. Market Share & Forecast
      • 10.3.3.2.1. By Product Type
      • 10.3.3.2.2. By Organization Size
      • 10.3.3.2.3. By Offering
      • 10.3.3.2.4. By Application
      • 10.3.3.2.5. By End User

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Market Trends & Developments

• 12.1. Merger & Acquisition (If Any)
• 12.2. Product Launches (If Any)
• 12.3. Recent Developments

13. Global Augmented Reality (AR) & Virtual Reality (VR) Market: SWOT Analysis

14. Porter's Five Forces Analysis

• 14.1. Competition in the Industry
• 14.2. Potential of New Entrants
• 14.3. Power of Suppliers
• 14.4. Power of Customers
• 14.5. Threat of Substitute Products

15. Competitive Landscape

• 15.1. Alphabet Inc.
  • 15.1.1. Business Overview
  • 15.1.2. Products & Services
  • 15.1.3. Recent Developments
  • 15.1.4. Key Personnel
  • 15.1.5. SWOT Analysis
• 15.2. DAQRI LLC
• 15.3. Facebook Inc.
• 15.4. HP Inc.
• 15.5. HTC Corporation
• 15.6. Magic Leap Inc.
• 15.7. Microsoft Corporation
• 15.8. Samsung Electronics Co. Ltd.
• 15.9. Sony Corporation
• 15.10. Toshiba Corporation

16. Strategic Recommendations

17. About Us & Disclaimer