According to Circana data, Xbox Series console sales in the United States fell by 27% year-on-year in September. This result marks the lowest September performance for the Xbox brand in its history, surpassing the previous record low set one year ago.
The market landscape remains fragmented across platforms. Sony's PlayStation 5 saw a 22% increase in unit sales and a 43% rise in revenue compared to the same period last year. However, the revenue growth reflects higher current retail prices for the console.
Nintendo's Switch 2 experienced a 12% decline in sales, signaling a slowdown in momentum since its launch in June 2025. Despite this, the device continues to outperform the original Switch model in terms of sales velocity, maintaining its position as Nintendo's fastest-selling console.
Microsoft is currently adjusting its strategy under the leadership of Asha Sharma, which includes organizational layoffs. The company intends to extend the lifecycle of the Series X|S consoles, focus more on exclusive content, and prepare for the release of the higher-priced Project Helix hardware.
