The US market for virtual technology is moving out of its expansion phase and into a long, slower maturity curve. Driven in large part by Meta’s Quest headsets, virtual reality (VR) has found a core user base, but growth has since tapered. Meanwhile, the ubiquity of smartphones has put augmented reality (AR) content—like social media filters, shopping, and gaming—in the hands of millions.

We prepared this Data Drop with the assistance of generative AI (genAI) tools and stand behind its accuracy, quality, and originality.

Virtual technology has found its core user base, with growth moderating as the market matures

The US audience for virtual technology, which includes VR content via headsets and other devices, is projected to reach 83.1 million in 2026, just under a quarter of the population. While the category continues to add users, the era of high growth is over. Users are expected to rise 3.8% this year, a steep drop-off from the pandemic-boosted, Quest-era expansion of 2020–2025. The barriers to VR headset adoption are lower than they once were, but they are still real: Device comfort, session friction, content fit, and limited everyday use cases all remain constraints.

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