The US console market is in its weakest shape in years. According to Circana data published by analyst Mat Piscatella on October 9, 2026, Xbox hardware unit sales have fallen to an all-time low for the platform, while PlayStation sales are at their lowest point since 2013. At the same time, average selling prices for both platforms are at record highs.

Key points:

  • US Xbox hardware sales are down 33% year-to-date through August 2026 versus 2025, and at an all-time low.
  • PlayStation hardware sales are down 25% over the same period, the lowest since 2013.
  • Average prices: Xbox $529 (up 26%) and PlayStation $597 (up 20%).
  • August 2026 hardware sales reached 559,000 units, down 15%, the worst August in 13 years.

The Circana console sales numbers in detail

Circana is a market research firm that tracks US video game retail sales and hardware metrics. According to Video Games Chronicle, Xbox hardware unit sales are down 33% year-to-date through August 2026 compared with the same period in 2025. That is also the lowest level Xbox has ever recorded in the US.

PlayStation unit sales fell 25% over the same stretch. Push Square reports this is PlayStation's weakest hardware performance in the US since 2013.

On pricing, Circana's tracking shows both Xbox and PlayStation at all-time highs. The average Xbox console sold in the US in 2026 so far costs $529, up 26% on 2025. The PlayStation average is $597, up 20%.

For August 2026 alone, Push Square says the US sold 559,000 hardware units, down 15% year-over-year and the worst August in 13 years. The average price per unit that month was $541, compared with $476 in 2025.

"The US console hardware market has not been in a more precarious position since the early 80s" — Mat Piscatella, Circana

Why prices are rising and sales are falling

Video Games Chronicle says the price increases are driven primarily by component shortages caused by AI data center demand. The global memory and storage chip shortage stems from AI infrastructure competing with consumer electronics for supply.

Push Square puts the spotlight on PS5 pricing. It notes that PS5 Pro launched at $900, which contributes to a higher average PlayStation price. The PS5 itself launched in November 2020 and is approaching its sixth year on the market.

The 2013 comparison has its own context. That year marked the end of the PS3 generation, before PS4 launched, when buyers held off as new hardware was anticipated. Slow periods have happened before, but this one comes with record prices.

What it means for players

The clearest takeaway for players is that consoles keep getting more expensive. Video Games Chronicle reports that price sensitivity is becoming a real problem for console sales as consumer purchasing power declines. Component shortages are also limiting the supply available to consumers.

Another factor is GTA 6, which launches in November 2026. According to Video Games Chronicle, it may affect console sales depending on product availability. The report does not offer a specific forecast of the impact.

All of these figures describe the US market only. Whether console pricing or supply in Vietnam will change as a result has not been announced, and the platform holders have not commented on it in the sources we reviewed.

What comes next

The next things to watch are Circana's figures for the remaining months of the year and the real-world effect of GTA 6 in November. If the component shortage persists, pressure on console prices may continue, though the sources do not say when conditions might improve.

Neither Microsoft nor Sony responses to these figures are mentioned in the reports we consulted. Kai Studio will update this story if the companies say more.

FAQ

How far have Xbox sales fallen in the US?

According to Circana, US Xbox hardware unit sales are down 33% year-to-date through August 2026 versus the same period in 2025. That is the lowest level on record for the platform.

What is the average console price now?

So far in 2026, the average Xbox sold in the US costs $529 and the average PlayStation $597. Both are all-time highs in Circana's tracking.

What is driving the price increases?

Video Games Chronicle says the main cause is component shortages linked to AI data center demand competing with consumer electronics.