Meta’s vision for the metaverse is rapidly advancing, with a noticeable shift in the Quest platform’s user base in 2024, as shared by Samantha Ryan, the VP of Metaverse Content. The influx of younger and mainstream users could pave the way for the rise of free-to-play content.
In a recent developer blog, Ryan discussed major changes in user patterns, largely influenced by an increasing number of newcomers to Quest. She explained, “We’ve seen a spike in device sales during 2024, and users are spending more time on the Quest 3S than any other headset at launch. Not only that, but people are also spending more money on Quest devices, with total payment volume growing 12%, thanks to a surge in in-app purchases.”
In-app purchases are crucial for free-to-play games, highlighted by the success of Another Axiom’s VR game, Gorilla Tag (2022), which surpassed $100 million in revenue, primarily from in-game cosmetics.
Ryan noted, “Our platform is becoming more socially focused, and the younger audience is flocking to multiplayer games and social apps with friends. This has fueled the popularity of free-to-play games, a trend we’ve seen on other platforms. Younger users are also increasingly engaging with Horizon Worlds.”
Andrew Bosworth, Meta’s CTO, emphasized the importance of the company’s cross-compatible social platform. In a leaked memo, he stated that the mobile version of Horizon Worlds “must succeed to support our long-term strategy.”
Ryan added, “We believe that the free-to-play (F2P) model will become a viable strategy for developers, who have mainly depended on premium apps so far. However, we don’t see F2P replacing premium apps—both models will likely coexist.”
The community of VR enthusiasts expecting high-quality premium content remains central to Quest’s growth. Existing Quest owners, who moved on to newer models, made up a significant portion of sales, with 27% of Quest 3 and 20% of Quest 3S users by year’s end.
However, Ryan pointed out that the majority of 2024’s device buyers were new to the Quest ecosystem. “The typical traits of VR enthusiasts are no longer the sole definition of our user base,” she explained.
Regarding traditional media and entertainment, Ryan noted that 2D apps and browsers have not been hugely engaging on Quest devices, although usage has increased over time.
“Since the launch of Quest 3, we’ve seen a rise in 2D app use,” she said. “Our continuous operating system upgrades, featuring multitasking, theater mode, and immersive audio, are designed to support this new group of users.” In 2024, there was a 10% uptick in time spent per user each month in media apps and a 21% increase in people using the headset’s default Internet browser.
Meta finds itself at an important juncture, trying to meet the premium content needs of early adopters while adjusting to a landscape where free-to-play, socially-driven content is crucial to revenue. The uncertainty lies in how much Meta will depend on in-app purchases to support its developer community, which may encourage designs focused on maximizing engagement. What’s clear is that Meta’s task is to maintain growth without distancing either group of users.
