Circana: the US console market is at its most precarious point "since the early 80s"

By Circana's data through August, Xbox hardware units are down 33% so far in 2026, an all-time low for the brand, and PlayStation is down 25%, the lowest since 2013. Average prices sit around $529 for Xbox and $597 for PlayStation, both US highs, and analyst Mat Piscatella sums it up: "price sensitivity is becoming a real problem".

VGC points to component shortages driven by demand from AI data centres as the main cause. Push Square adds that PS5 was the only console whose dollar sales grew in August, partly thanks to PS5 Pro lifting the average price, and that Sony is looking for revenue beyond hardware.

Piscatella thinks GTA 6's November launch could ease some of the declines, though its effect will depend on consoles being available.