Reasons Why Consumers Do or Don’t Want to Watch Video on VR Headsets

Note: This article is based on the VIP+ special report “Apple Vision Pro + Entertainment,” available only to subscribers.

Video entertainment consumption could be among the most compelling consumer use cases of Vision Pro. But it’s unclear whether consumers will accept VR or mixed reality (MR) headsets as an enjoyable form factor for watching 3D immersive movies and TV shows compared with TV, laptop or smartphone screens.

Watching movies or TV shows ranked as the most wanted experience with Apple’s mixed reality headset among all U.S. adults, according to a February VIP+ original survey conducted by SmithGeiger Group.

But when it comes to whether they want to watch video content with Vision Pro, consumers are almost evenly split: 47% of U.S. adults indicated they would be interested in watching video content with the headset, and 53% would not, per the survey.

Specifically, respondents were asked whether they would be interested in any of the following video experiences with Vision Pro: watching movies or TV shows in a fully immersive virtual screening environment; watching movies or TV shows that appear to be projected onto a screen in a 3D virtual space; and watching 180-degree 3D films and TV shows that immerse viewers in the story.

Mixed reality headsets such as Vision Pro offer some compelling reasons to use them to consume video content. Among those who said they would be interested in watching video via headset, consumers cited the benefits of having a more immersive (61%), personalized (45%), portable and high-quality (33%) or private (33%) viewing experience.

Still, hurdles remain. Among the 53% of respondents who said they weren’t interested in watching video content on Vision Pro, the biggest deterrents were discomfort (33%), redundancy with other screened devices (32%) and the cost of the hardware (31%).

The first-generation Vision Pro may not put common complaints about headsets immediately to rest. Some early buyers have reportedly returned their device, noting visual discomfort and eye strain, headaches, motion sickness, neck strain from the weight of the headset and device overheating. Technical improvements are likely needed before Vision Pro offers a viewing experience suited for extended sessions.

Even so, signs point to Vision Pro becoming a more viable “screen” for consuming new kinds of immersive video entertainment experiences. For one, early interest is already meaningful, with nearly half of consumers in VIP+’s survey already indicating interest in watching video on the device.

The form factor for headsets is set to only improve in coming device generations in ways that are likely to make it possible to wear for longer sessions. Apple is reportedly already working on its next iteration of Vision Pro that would alleviate some early complaints, including by reducing the device’s size and weight.

While wearability and cost are problems that will wait until the next-gen Vision Pro, early accounts suggest the immersive viewing experience on Vision Pro is already extraordinary. Recent reviews of the video content experience have remarked on its power, potentially capable of delivering on VR’s long-promised paradigm shift for filmed entertainment.

Dig deeper with the data-fueled VIP+ subscriber report …