Image Credit: Augmented World Expo (AWE)
This post was contributed by AWE, a SIGGRAPH 2025 media partner.
I believe the XR revolution is finally ready to reach everyone. But to truly conquer the mainstream, we need master builders creating eclectic, immersive content and apps that resonate with everyone.
After two decades in XR — as an entrepreneur, investor, and ecosystem builder — I’ve never been more confident saying this: XR is going mainstream.
According to AWE’s home analyst Artillery Intelligence, XR is projected to hit $29B in 2025, growing at 26% annually. IDC is even more bullish, projecting 38% compound growth over the next five years. After AI, XR is the fastest-growing tech sector.
The Signals Are Clear
Mobile AR adoption has reached 35% of the U.S. population, with over 91% of Gen Z using AR to shop. VR adoption is also strong — 1 in 4 teenagers plays in VR, and 2024 saw a record 13 million new VR users.
Crossing 25% adoption is a classic signal of mainstream status. According to these numbers — it’s official.
But Wait … We’re Still Struggling?
Some of you might be thinking: Really? We’ve been grinding for years and still struggle to grow our business.
I hear you. But the pace of innovation tells me we’ve crossed a threshold.
In just the last 20 months, we’ve seen a wave of headsets with better mixed reality capabilities — smaller, lighter, and more powerful. Android XR has launched. Samsung’s XR headset is coming. At CES, 16 new smart glasses debuted — some with displays, others focused on AI.
Image Credit: AWE
Snap Spectacles (developer-first AR glasses) and Meta Ray-Bans (a breakout hit that sold millions and scored a Super Bowl ad) signal consumer traction. Big Tech is all in, with Meta alone on track to investing $100B into XR.
‘Good Enough’ Is Good Enough
Going mainstream doesn’t mean XR is perfect — it means we’re in a new stage:
- Hardware is good enough and widely available.
- Creation tools have matured.
- AI has eliminated much of the hard work.
There are no more excuses.
To truly scale, we need master builders — developers, designers, entrepreneurs — creating content that feels native to each audience and niche.
Forget the killer app. The platform is the killer app, enabling thousands of niche apps to thrive.
Enter the XR Master Builders
The good news? They’re already showing up.
XR hackathons around the world are packed. I estimate there are now over 2 million XR developers globally. And investors are taking note. Andreessen Horowitz, in their “Big Ideas in Tech 2025” report, called XR “one of the most underrated markets,” pointing to:
- A surge in developer activity.
- Devices becoming widely accessible.
- High potential in verticals rich in real-world data.
This is the year of the XR master builder.
And what is a XR master builder? Not necessarily an XR expert — but someone who deeply understands their domain or audience, and knows how to leverage spatial computing to build an indispensable experience for their audience.
Like Simon Rico, a web designer and F1 superfan who had never built in XR. Inspired by the Apple Vision Pro, he created a real-time race experience so compelling that fans are buying the $3,500 device just to use his app.
This is what mainstream adoption looks like — apps that feel personal, useful, and delightful.
Mapping the XR Spectrum
Let’s map the different device categories based on their current stage — from prototype to mainstream:
- Mobile AR: Already deeply mainstream. Anyone with a smartphone can access it.
- VR Headsets: Found under countless Christmas trees. Now used by 25% of the U.S. population.
- Smart Glasses Without Displays (camera + AI): Gaining popularity quickly with consumers.
- Hi-fidelity Mixed Reality Devices (Vision Pro, Quest 3, Varjo, upcoming Samsung): Advancing rapidly toward broader adoption.
- Heads-Up Display Glasses (Google Glass, RealWear, Vuzix): Holding a strong niche position in enterprise applications.
- Bulky Full-Featured AR Glasses (HoloLens, Magic Leap): Actually stepping back to make way for more nimble players.
- New Full-Featured AR Glasses (Snap Spectacles, Xreal): Lightweight, promising, and poised for rapid growth.
- Meta’s Orion Prototype: A full-featured AR device with a wide FOV that looks like regular glasses — tremendous promise for the category.
Image Credit: AWE
The takeaway? Some XR categories are already in the mainstream, while others are closing in quickly. And the excitement is building.
Some categories are already mainstream. Others are close. The momentum is real.
XR Is Going Mainstream — And So Is AWE
To support this wave of builders, AWE is launching the Builders Nexus in 2025 — our new hub for XR creators at every level.
Whether you’re a founder, developer, designer, product leader, or business innovator, Builders Nexus will help you:
- Build something extraordinary.
- Generate awareness.
- Get expert advice and funding.
- Scale through partnerships.
- Attract real customers.
👉 Join the movement: Help XR Go Mainstream!
