U.S. Immersive Entertainment Market Size, Share & Trends Analysis Report By Technology Type (Virtual Reality, Augmented Reality, Mixed Reality, Others), By Application, And Segment Forecasts, 2024 - 2030

U.S. Immersive Entertainment Market Trends

The U.S. immersive entertainment market size was valued at USD 32.59 billion in 2023 and is expected to grow at a CAGR of 21.9% from 2024 to 2030. The market for immersive entertainment is growing due to the increasing demand for realistic and engaging gaming experiences. Cutting-edge graphics, interactive gameplay, and virtual reality experiences attract a diverse and dedicated consumer base. Additionally, the integration of immersive technology in marketing, music, concerts, and live events is also expected to propel the growth of the market.

In 2023, the U.S. accounted for over 34% of the global immersive entertainment market. The integration of immersive technologies in everyday consumer activities, such as virtual travel experiences and interactive tours, etc. are increasing their demand. These technologies offer the opportunity to engage in immersive gaming experiences, attend virtual events, and explore different forms of entertainment. The ongoing innovation and technological advancements in the market are anticipated to propel market growth over the forecast period.

The demand for more realistic and immersive experiences has led to the development of high-quality VR gaming content. It has also created a new cutting edge for interactive entertainment. Apart from gaming, this trend extends to live events, cultural experiences, and sports, etc., where XR is enhancing engagement and delivering novel, immersive interactions for audiences.

The rising location-based entertainment (LBE) is also anticipated to boost market growth. Immersive technologies are used to create unique experiences in physical venues like theme parks and entertainment centers in LBE. Location-based entertainment offers consumers innovative and interactive experiences beyond the conventional home environment.

Market Concentration & Characteristics

Degree of innovation is high in the U.S. immersive entertainment market as virtual and augmented reality technologies are gaining momentum, providing immersive experiences in gaming and entertainment. Companies are focusing on more sophisticated VR headsets, enhancing the overall user experience. Artificial intelligence is also being utilized to enhance the realism of virtual environments, creating more responsive and intelligent characters in immersive experiences.

The market is characterized by a high degree of merger and acquisition activities. For instance, in June 2023, Apple Inc. acquired Mira, an augmented reality (AR) headset startup. This acquisition is aligned with Apple’s launch of the Vision Pro AR Headset, which led to company’s entry into the AR-VR space. Such product launches by key players are expected to boost the market expansion over the forecast period.

The market is also impacted by regulations as the collection, storage, and processing of user data in immersive entertainment applications are subject to data privacy and security regulations. The physical and psychological well-being of users engaging in immersive experiences could lead to the development of health and safety standards. This might include guidelines for VR headset design, usage limits, and warnings about potential health risks.

End-use concentration is also moderate to high in the market. Apart from gaming and entertainment, design & architecture, education, retail, and others are the end-users of immersive entertainment. VR and AR are revolutionizing the education sector through engaging learning and teaching experiences.

Application Insights

The gaming segment held the highest revenue share in 2023. The implementation of advanced technology, such as virtual reality (VR) and augmented reality (AR), has created numerous opportunities for immersive entertainment in the gaming sector. These technologies enhance sensory experiences by providing lifelike visuals, 3D soundscapes, and interactive elements, enabling players to feel connected to the virtual environment.

The music and concerts segment is expected to grow with the highest CAGR over the forecast period. This can be attributed to the growing demand for immersive experiences in live concerts and music festivals. Virtual spaces allow fans to come together and participate in live music performances regardless of their physical location. Such benefits will drive the segment growth in the coming years.

Technology Type Insights

Based on technology type, the virtual reality (VR) segment dominated the market with the largest revenue of 46% in 2023. Widespread adoption of smartphones and mobile VR headsets that utilize third-party mobile devices as their screens are expected to propel the market growth. The growing popularity of immersive gaming on modern gaming consoles is also a significant driver for the industry. VRs are also being implemented in immersive theaters, arcade studios, amusement parks, social experiences, etc.

The MR segment is expected to grow with the highest CAGR over the forecast period. Manufacturers are focusing on developing headsets that can smoothly transition between AR and VR modes, catering to diverse applications in fields such as gaming, media & entertainment, among others. Such product developments by market players are expected to drive the segment growth in the coming years.

Key U.S. Immersive Entertainment Company Insights

Some of the leading companies in the market include Meta Platforms, Inc., Microsoft Corporation, HTC Corporation, and Barco NV.

• Microsoft is one of the industry leaders that specializes in various application areas such as business software, design tools, developer tools, entertainment products, hardware, windows operating system, windows applications, smartphones, and cloud computing.

• Barco NV offers their products in different categories such as medical displays, video walls, control room software, digital operation room, and immersive systems, among others.

Magic Leap, Inc., Qualcomm Technologies, Inc., Unity Technologies, etc. are some other prominent companies in the U.S. immersive entertainment market.

• Magic Leap develops human computing interfaces and software. The company is a light field display technologies developer for virtual animations and virtual reality (VR) experiences.

• Qualcomm Technologies is engaged in the design, manufacture, and commercialization of wireless telecommunications products & services and augmented reality-based wearable devices.

Recent Developments

• In June 2023, Sony Group Corporation entered a multi-year partnership with Fnatic Ltd., a professional e-sports organization. This agreement included the product co-creation of Sony's gaming gear brand, INZONE. The company collaborated with professional players to develop innovative gaming gear, leveraging Sony's extensive expertise in high image quality and sound quality.

• In January 2023, HTC Corporation introduced the VIVE XR Elite headset, which integrates MR and VR features into a single compact, lightweight, powerful, and extremely adaptable device perfect for gaming, fitness, and productivity, among others.

U.S. Immersive Entertainment Market Report Scope

U.S. Immersive Entertainment Market Report Segmentation

This report forecasts revenue growth at country level and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For the purpose of this study, Grand View Research has segmented the U.S. immersive entertainment market report on the basis of technology type, and application:

• Technology Type Outlook (Revenue, USD Million, 2018 - 2030)

  • Virtual Reality (VR)

  • Augmented Reality (AR)

  • Mixed Reality (MR)

  • Others

• Application Outlook (Revenue, USD Million, 2018 - 2030)

  • Gaming

  • Live Events

  • Museum and Cultural Experiences

  • Music and Concerts

  • Sports

  • Arcade Studios

  • Immersive Theater

  • Others