Virtual reality (VR) was supposed to revolutionize entertainment a decade ago with the launch of Oculus Rift. However, the industry has yet to deliver on its promise. Despite this, tech and media giants believe that the moment could be closer than ever.
The evidence is mounting. Meta, Apple, Disney, and other companies are investing heavily in VR content for their headsets. The latest updates from these companies signal a shift towards immersive storytelling and social experiences. While the technology still needs to convince consumers to spend hundreds or thousands on VR experiences, many experts believe that the tide is turning.
The chicken-and-egg paradox has been a significant hurdle for VR adoption. To woo entertainment content, headsets need mass adoption; however, to reach scale, they require premium content. However, with advancements in hardware and software, this cycle is starting to break down.
According to Sarah Malkin, director of entertainment content for Meta’s VR division Reality Labs, the “it moment” for VR may be when people start engaging regularly with mixed reality experiences that are part of their daily life.
Recent market intelligence shows increased shipments of augmented reality (AR) and VR headsets. While global sales in 2024 were lower than expected due to delayed product launches, they are predicted to rebound significantly in 2026.
Tech giants continue to experiment with VR, despite past investments failing to deliver on promises. Meta has invested heavily in the technology, while Apple is focusing on its Vision Pro headset as a spatial computing tool for work and productivity. Google is working with partners to develop new Android XR software, and Samsung is set to launch a Project Moohan headset.
Industry experts believe that VR’s future success relies on creating exclusive content and addressing budgetary concerns. Jenna Seiden, an industry consultant, notes that studios need to build natively for VR platforms, rather than simply adapting 2-D content. The key to success lies in exclusivity, much like HBO and Apple TV+.
As Hollywood considers a new major distribution platform, VR could be the answer to their prayers. With budgetary constraints and streaming woes affecting traditional entertainment, headsets might provide a premium content pipeline for users.
While there’s no consensus on when VR will break out, experts agree that it’s only a matter of time before consumers start embracing immersive experiences. Paul Raphaël believes that 2-D content may soon feel outdated like pre-Technicolor movies.
The future of VR is uncertain, but one thing is clear – the tech giants are committed to making it happen.
Source: https://edition.cnn.com/2025/07/12/tech/virtual-reality-entertainment-apple-meta-google-disney