US Console Market: Weakest Since the 80s

Bad news for the console market: Market researchers at Circana see the US hardware segment in its "most precarious position since the early 80s." That's according to Senior Director Mat Piscatella regarding the latest sales figures – and they are staggering.

According to Circana, Xbox hardware sales in the US from January to August 2026 are 33 percent below last year's figures. For PlayStation, it's a 25 percent decrease – the lowest since 2013. For Xbox, it's even the lowest value in the brand's entire history.

Why Are US Console Sales Plummeting So Sharply?

The main reason is prices. According to Circana, console prices have significantly increased, primarily due to scarce components made more expensive by the demand from AI data centers. On average, US customers paid $529 for a new Xbox from January to August 2026 – 26 percent more than in the previous year. A PlayStation cost an average of $597, a 20 percent increase. Both are record highs.

"Price sensitivity is becoming a real issue," says Piscatella. He hopes that the release of the "Big Video Game" in November – obviously referring to GTA 6 – will at least cushion some of the decline.

What Does This Mean for Gamers in Germany?

These figures apply to the US, but the price trend is global. The memory crisis is also driving up prices here, as we showed in our report on the PS5 Pro, which now costs over 1,300 Euros. So, anyone planning a new console should calculate carefully – and ask themselves if waiting will make it cheaper if the component shortage persists. This is our assessment, not a Circana forecast.

Can GTA 6 Save the Console Market?

From our perspective, this hope is understandable: a game of this magnitude has the potential to trigger console purchases. Whether that's enough to offset double-digit declines and record prices remains to be seen. One thing is certain: the industry is betting a lot on a single title in November.

Key figures at a glance: