Global XR (AR & VR Headsets) Market Share: Quarterly
| Brands | Q2 2025 | Q3 2025 | Q4 2025 | Q1 2026 | Q2 2026 |
|---|---|---|---|---|---|
| Meta | 72% | 58% | 66% | 58% | 54% |
| Ray Neo | 5% | 6% | 5% | 6% | 7% |
| Sony | 6% | 6% | 6% | 7% | 6% |
| VITURE | 1% | 3% | 3% | 5% | 6% |
| Pico | 4% | 5% | 4% | 5% | 6% |
| Others | 12% | 22% | 16% | 20% | 22% |
Market Highlights
- In Q2 2026, global VR headset shipments declined by 18% YoY (year-over-year) and 16% QoQ (quarter-over-quarter). Meta’s decision to increase VR headset prices amid the global memory price surge added further pressure to an already cooling market.
- A relatively positive trend in the otherwise lacklustre VR market is the resilient demand from the enterprise segment. Enterprises and governments are generally less price-sensitive than consumers when adopting VR’s digital twin and spatial computing capabilities to address operational challenges and enhance productivity. Meanwhile, driven by the continued development of the robotics industry, particularly in China, demand for VR headsets used for data collection and remote robot control is expected to grow this year
- 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
- During Q2 2026, Birdbath- and Flat Prism-based media-consumption AR viewers accounted for 60% of the total AR device market, slightly up from 58% in the previous quarter, driven by the launch of high-profile models such as RayNeo GT series and XREAL xbx a01+. The share of waveguide-based AR glasses stabilized at about 40% of the total AR market, up from just 20% in Q2 2025. Chinese OEMs are pioneering the commercialization of this product category. Beyond Meta, all other leading OEMs in this segment, including Rokid, Even Realities, Alibaba and iFLYTEK, are headquartered in China.
Global Q1 2026 AR/VR OEM market share rankings (based on shipments): - Meta – 54%
- Sony – 7%
- RayNeo – 6%
- Pico – 6%
- VITURE – 6%
- Others – 22%
*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) Model Shipments Tracker Q1 2020-Q2 2026
Excel File | Published Date: September 2026
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.
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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.