Augmented Reality (AR) in Media – Thematic Intelligence

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Augmented Reality (AR) in Media Thematic Report Overview

Augmented reality (AR) is improving productivity and efficiency throughout the media value chain. Smartphones are the primary device for AR applications today, with AR headsets and smart glasses still developing. Smartphones are gaining more sophisticated AR capabilities such as advanced spatial awareness, precise positional tracking, and artificial intelligence (AI) tools. Advertisers operating in the e-commerce space can take advantage of AR by superimposing 3D models of their products onto a lens.

The ‘AR in Media’ thematic intelligence report gives you an in-depth insight into the AR theme and the impact it has on the media sector. It further entails a deep-dive analysis of the industry, including real-life use case studies that showcase how the market has responded to the impact of the AR theme on media operations. The report identifies the key market players and the competitive landscape of media companies within the AR theme.

Report Pages 62
Regions Covered Global
Value Chain ·        Semiconductors

·        Components

·        Devices

·        Platforms

·        Applications and Content

Leading AR Adopters in Media ·        Adobe

·        Bandai Namco

·        Dentsu

Leading AR Vendors ·        Alibaba

·        Alphabet (parent company of Google)

·        Amazon

Specialist AR Vendors in Media ·        Darabase

·        Reydar

·        Unit9

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AR in Media - Value Chain Analysis

The AR value chain is split into five segments – semiconductors, components, devices, platforms, and applications and content.

Semiconductors: Semiconductors are one of the key battlegrounds in AR today. It can be further segmented into Central Processing Units (CPU), Graphics Processing Units (GPUs), Vision Processing Units (VPUs), Image Processors, Communication Chips, Micro-Electromechanical Systems (MEMS), and Memory Chips. Qualcomm is the leading player in the AR central processing unit (CPU) space, primarily due to its strong position in the smartphone market. Until 2018, AR device makers primarily relied on powerful smartphone and PC chips, but Qualcomm’s introduction of the XR1 AR and VR-specific chipset changed all that. Subsequently, in 2019, Qualcomm launched the XR2 5G platform, describing it as the “world’s first 5G-supported extended reality (XR) platform.”

AR Value Chain Analysis

AR Value Chain Analysis

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Leading AR Adopters in Media

A few of the leading media companies currently deploying AR are:

  • Adobe
  • Bandai Namco
  • Dentsu

A few of the leading augmented reality vendors are:

  • Alibaba
  • Alphabet (parent company of Google)
  • Amazon

A few of the specialist augmented reality vendors in media are:

  • Darabase
  • Reydar
  • Unit9

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Music, Film, and TV Sector Scorecard

At GlobalData, we use a scorecard approach to predict tomorrow’s leading companies within each sector. Our sector scorecard has three screens – a thematic screen, a valuation screen, and a risk screen.

  • The thematic screen ranks companies based on overall leadership in the 10 themes that matter most to their industry, generating a leading indicator of future performance.
  • The valuation screen ranks our universe of companies within a sector based on selected valuation metrics.
  • The risk screen ranks companies within a particular sector based on overall investment risk.

Music, Film, and TV Sector Scorecard – Thematic Screen

Music, Film, and TV Sector Scorecard – Thematic Screen

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The report also provides scorecards of the following sectors:

  • Advertising sector scorecard
  • Gaming sector scorecard


  • This report provides an overview of the impact of augmented reality (AR) on the media sector.

Key Highlights

Smartphones are the primary device for AR applications today, with AR headsets and smart glasses still developing. Smartphones are gaining more sophisticated AR capabilities like advanced spatial awareness, precise positional tracking, and artificial intelligence (AI) tools. Advertisers operating in the ecommerce space can take advantage of AR by superimposing 3D models of their products onto a lens.

The ubiquity of smartphones that can access AR features will allow advertising companies to create more immersive campaigns and attract consumers’ interest, whether through out-of-home (OOH) advertising or collaboration with social media companies like Snap and ByteDance. A report published by Snap predicts that 57% of Snapchat users will use AR before buying a product online by 2025.

Reasons to Buy

  • GlobalData’s thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors. It has a proven track record of identifying important themes early, enabling companies to make the right investments ahead of the competition and secure that all-important competitive advantage.
  • Develop and design your corporate strategies through an in-house expert analysis of augmented reality by understanding the primary ways in which this theme is impacting the media industry.
  • Stay up to date on the industry’s major players and where they sit in the value chain.
  • Identify emerging industry trends to gain a competitive advantage.

AAC Technologies
Alphabet (Google)
Analog Devices
Apple. Sony
Argon. Aryzon. Eyelights
Bandai Namco. NetEase
BOE Technology
Broadcom Infineon
Dassault Systemes
Dolby Labs
East City Films
Epic Games
Genius electronic optical
Largan Precision
Lockheed Martin
Mad Gaze
Magic Leap
Magic Leap
Northrop Grumman
NXP Semiconductors
Samsung Electronics
Samsung Electronics. SK Hynix
SeeYA Technology
Seiko Epson
Skyworks. Sony
TDK (InvenSense)
Tilt Five
Unity Technologies
Walt Disney
Warner Bros. Discovery
Xiaomi Seiko Epson

Table of Contents

  • 1. Executive Summary
  • 2. Players
  • 3. Media Challenges
  • 4. The Impact of Augmented Reality on Media
  • 5. Case Studies
  • 6. Augmented Reality Timeline
  • 7. Market Size and Growth Forecasts
  • 8. Signals

    • 8.1. M&A trends
    • 8.2. Patent trends
    • 8.3. Hiring trends

  • 9. Augmented Reality Value Chain

    • 9.1. Semiconductors
    • 9.2. Components
    • 9.3. Devices
    • 9.4. Platforms
    • 9.5. Apps and content

  • 10. Companies
  • 11. Sector Scorecards

    • 11.1. Music, film, and TV sector scorecard
    • 11.2. Advertising sector scorecard
    • 11.3. Gaming sector scorecard

  • 12. Glossary
  • 13. Further Reading
  • 14. Our Thematic Research Methodology
  • 15. About GlobalData
  • 16. Contact Us

Frequently asked questions

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