According to Circana data shared by analyst Mat Piscatella, US console sales faced a significant downturn in 2026. Through August, Xbox hardware unit sales dropped by 33% year-over-year, reaching an all-time low. PlayStation sales fell by 25%, marking the lowest performance for the brand since 2013.
Rising costs are identified as the primary factor for the decline. The average price for a new Xbox reached $529, a 26% increase compared to the previous year. PlayStation consoles averaged $597, up 20%. Both figures represent record highs for the US market, leading to increased consumer price sensitivity.
Specific pricing adjustments have been implemented across the industry. Sony increased the price of the PS5 Pro to $899.99 in April. Microsoft raised the cost of the Xbox Series X to $799.99 on August 1, while Nintendo set the Switch 2 price at $499.99 in September.
Market data for August 2026 shows a 15% decline in total hardware unit sales, totaling 559 000 units, the lowest August volume since 2013. Despite the broader market slump, the Switch 2 remains the best-selling console of the year in both unit volume and total revenue.
