Global AR/VR Market Insights and Development Trends, Q2 2026
Overview
In Q2 2026, global VR headset shipments declined by 18% YoY and 16% QoQ. Meta’s decision to increase VR headset prices amid the global memory price surge added further pressure to an already cooling market. In contrast to the slowdown in VR, global shipments of AR devices surged 138% YoY and 10% QoQ in Q2 2026, driven by new product launches, international expansion by OEMs, and China’s 6.18 promotional campaigns.
For a detailed analysis of key events, the latest development trends, the performance of key OEMs in the global AR/VR market in Q2 2026, and the assumptions underlying our adjusted market forecast, please refer to the full report.
What the Full Report Will Cover
- Global VR market performance in Q2 2026, including shipments, ASP, OEM market share, and top-selling and newly released VR models
- Global AR device market development, covering media consumption AR viewers and waveguide-based AR glasses, including shipments, ASP, OEM performance, and model-level data
- XR display, optical, SoC, connectivity, and memory trends, along with key vendor developments, manufacturing capacity, and OEM-supplier relationships
- Key AR/VR industry developments and applications, covering major product launches, technology advancements, ecosystem updates, and use cases
- Market outlook and forecast revisions for VR and AR devices
Who Should Read This
- AR/VR industry professionals tracking market growth, competitive developments, technology trends, and applications
- OEMs and strategy teams benchmarking market position, product portfolios, technology trends, and competitive strategies
- Component suppliers and ecosystem players assessing display, optics, semiconductor, connectivity, memory, and supply chain developments
- Investors and analysts evaluating market trends, competitive dynamics, technology developments, and the growth outlook for AR/VR
Key Questions the Report Answers
- What were the key developments and themes shaping the global AR/VR market in Q2 2026?
- How did the global VR market perform in Q2 2026, and what were the key trends in shipments, OEM market share, and ASP?
- Which AR device categories, OEMs, and models led the market in Q2 2026?
- How did display, optical, SoC, connectivity, and memory trends evolve across XR devices?
- What were the latest developments across AR/VR ecosystems, applications, and use cases in Q2 2026?
- How were the latest VR and AR shipment forecasts revised based on recent market developments?
Category
Industry
Emerging technologies
Service
Extended Reality (XR)
Report Type
Report
Time Period
Quarterly
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Author
Flora Tang
Flora is a Principal Analyst at Counterpoint Research, based in Hong Kong. With over nine years of experience in the mobile industry, she specializes in analyzing the consumer electronics market and the Chinese supply chain. Flora has held various roles in the market intelligence and business strategy functions with leading Chinese smartphone OEMs, internet company and telecom operator. She initially joined Counterpoint Research in 2017 but later moved on to play key roles in OPPO’s international business strategy in 2021 and HONOR’s corporate strategy planning in 2022. Flora has since returned to Counterpoint, where she now serves a broader array of global technology players. Academically, Flora holds a bachelor’s degree in International Relations from Sun Yat-Sen University and a master’s degree from The Chinese University of Hong Kong.
Guillaume Chansin
Dr. Guillaume Chansin is a display analyst covering advanced and emerging display technologies. He has authored the display reports on XR and MicroLED displays. He is also a regular contributor to the Display Weekly Review Report. Guillaume has a Master’s degree in Applied Physics from INSA Toulouse and a PhD from Imperial College London.