The weird thing about movies (Apple TV has a lot of 4K content), at least in our house, is that it’s at least my wife and I watching together and often more than that. I suppose we could adjust our AR dials to be social… 
It was odd that nearly all the demos showed people sat alone, given the effort they’ve put in to make it all less cut-off (pass through, front screen, AR dial etc).
I suppose work stuff would fit better, with lots of big virtual displays.