Circana: US-Konsolenmarkt in prekärer Lage seit den frühen 80ern

The United States console hardware market is currently in its most precarious position since the early 1980s, according to data released on October 9, 2026, by industry research firm Circana. Mat Piscatella, a senior industry advisor at Circana, reported that hardware unit sales for both Xbox and PlayStation have experienced significant year-to-date declines through August 2026, driven largely by record-high average retail prices and shifting consumer demand.

Record Declines in Hardware Sales

PlayStation hardware saw a 25% decline in units sold, reaching its lowest point since 2013.

Rising Retail Prices and Consumer Sensitivity

The decline in volume is occurring alongside historically high prices for gaming hardware. According to Circana, the average price paid for a new Xbox in the U.S. through August 2026 was $529, a 26% increase over the previous year. PlayStation consoles averaged $597, representing a 20% price hike. Piscatella noted that this rising cost structure is making consumer price sensitivity a significant obstacle for the industry.

The US hardware market was since the early 80s not in a more precarious position.

Mat Piscatella, via gaming.net

Market Outlook for the Fourth Quarter

Circana’s February 2026 forecast highlighted that the upcoming launch of Grand Theft Auto VI holds the highest purchase intent recorded in the firm’s history. However, Piscatella cautioned that the ability of the title to drive hardware sales remains uncertain due to ongoing component shortages and the high cost of consoles. While total revenue for August 2026 remained relatively stable—dropping only 3% to $302 million despite the 15% decline in units sold—the industry remains sensitive to whether consumers will continue to absorb higher price points.

Data from Circana’s “Future of Video Games” report suggests that consumer behavior is already shifting in response to economic pressures. Approximately 38% of consumers indicated they would purchase fewer full-price games at launch, while 34% plan to wait for discounts, and 27% are shifting more of their time toward free-to-play titles. While the market continues to grapple with these challenges, the industry is closely monitoring whether the November holiday season will provide the necessary momentum to offset the hardware declines observed throughout the first eight months of 2026.