Abstract:
U.S. hardware market data for September released by Circana showed that Xbox Series console sales fell 27% year-on-year, falling to the lowest level in September for the Xbox brand, while refreshing the low for the same period set a year ago.
The performance of each platform during the same period was significantly differentiated. PS5 sales increased by 22% year-on-year, sales increased by 43%, and Sony dominated the console market that month. However, the current selling price of PS5 is higher than a year ago, and the sales increase cannot be completely regarded as a sales increase.
Switch 2 sales fell 12% year-on-year, and its rapid growth since its launch in June 2025 has slowed down. However, the machine is still significantly ahead of the performance of the first-generation Switch during the same period, and continues to maintain Nintendo's position as the fastest-selling console.
Regarding the decline in Xbox sales, GameSpot analysis believes that Microsoft's emphasis in recent years on cross-platform distribution of first-party games, cloud gaming, and the brand idea of "any device can be an Xbox" may have weakened the need for consumers to purchase living room consoles. This statement belongs to media analysis. Circana data can only confirm market results and cannot independently prove the causal relationship between relevant strategies and sales decline.
Xbox is currently trying to re-emphasize console-exclusive content and plans to extend the Series X|S product cycle while preparing a higher-priced Project Helix console. Related businesses are also undergoing adjustments under the leadership of new Xbox head Asha Sharma, accompanied by layoffs.
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