Americans are buying fewer games consoles than at any point in more than a decade, and paying more for each one. Market research firm Circana's August 2026 report, published on October 9, shows Xbox hardware sales at an all-time US low for the year so far and PlayStation at its lowest since 2013. Preview report
The one bright spot Circana pointed to is a "Big Video Game" arriving in November. It didn't name it, but there's only one candidate.
The numbers
| Xbox | PlayStation | |
|---|---|---|
| Units sold, January to August vs 2025 | Down 33% (all-time low) | Down 25% (lowest since 2013) |
| Average price paid, year to date | $529 (up 26%) | $597 (up 20%) |
| Units sold in August vs last August | Down 31% | Down 11% |
Across all consoles, August hardware sales fell 15% to about 559,000 units, the weakest August since 2013. The average console sold for $541, up from $476 a year earlier. Preview report
- Nintendo Switch 2 was the best-selling console in August and for the year so far, by units and by dollars. PS5 was second and Xbox Series X|S third.
- PS5 dollar sales rose 17% in August even though fewer consoles sold, because buyers are paying more for each one.
- Total US spending on games fell 9% to $4.3 billion in August. Mobile was down 18% and console games down 7%, while PC games grew 13%.
Why consoles cost more in 2026
Prices have gone up while stock has gone down:
- Sony raised PS5 and PS5 Pro prices in April 2026. Confirmed The PS5 Pro now costs $899.99 in the US, $200 more than at launch in 2024.
- Microsoft raised Xbox Series prices from August 1. Confirmed
- A shortage of memory and other components is limiting how many consoles reach stores, according to industry reporting. Preview report
Circana analyst Mat Piscatella described the US console market as the most precarious it has been since the early 1980s, and said price sensitivity is becoming a real problem, according to Wccftech's summary of his comments. Preview report
Where GTA 6 comes in
Piscatella's "Big Video Game" in November is almost certainly Grand Theft Auto VI, which launches on November 19. It's only on PS5 and Xbox Series X|S, with no PC version announced, so anyone without one of those consoles has to buy one to play. Confirmed
That's why the industry is counting on it. Take-Two calls GTA 6 pre-orders "unprecedented", and Newzoo expects $3.3 billion to $5.2 billion in launch-week sales. Preview report Every GTA 6 pre-order number, fact-checked.
But a GTA 6 boost to console sales depends on two things the industry doesn't control: whether stores actually have consoles, and whether people will pay today's prices for them.
The PS5 Pro is sold out, possibly into 2027
The PS5 Pro is sold out at major US retailers, including Sony's own store, BGR reports. Preview report German site Playfront says it has seen a Sony memo to distributors blaming "temporary market supply constraints and high demand", and warning the shortage will last "through early 2027 at the earliest". Preview report The memo hasn't been published, and Sony hasn't commented publicly.
GTA 6 is a big part of that demand. Its PlayStation Store listing carries the "PS5 Pro Enhanced" badge, and Sony has marketed the Pro as the best way to play it. Resellers have noticed:
- GameStop listed a used PS5 Pro at $1,399.99, $500 over the new price.
- Listings on Best Buy's site topped $1,500, and an open-box unit at Walmart was $1,200.
- eBay listings regularly go above $1,100.
All of these prices were reported by Engadget on October 10. Preview report In Japan, Sony is going further and only selling the Pro by lottery to players with 60 hours of playtime. How Sony Japan's lottery works.
What this means if you're buying for GTA 6
- You don't need a PS5 Pro. GTA 6 targets 30fps on all consoles, according to Rockstar North at the August previews, and Rockstar hasn't said what the Pro adds. Preview report Frame rate and PS5 Pro explained.
- Buy a standard console sooner rather than later. A standard PS5, Xbox Series X or Xbox Series S all run GTA 6 at launch. Confirmed With stock tight, waiting until launch week is a gamble.
- Don't pay scalper prices for a Pro on the strength of improvements nobody has confirmed.
- Watch out for fake "PC versions". If you're tempted to skip the console, know that there is no PC version, and anything claiming otherwise is a scam. How to spot fake GTA 6 downloads.
Our read
The console business needs GTA 6 more than GTA 6 needs it. Most of the people who'll buy the game on day one already own a PS5 or Xbox Series X|S. The real test is the people who don't, and whether they'll pay 2026 prices for a console, if they can find one. Circana's November figures, due in December, will show whether GTA 6 brought them in.
Questions people are asking
Are US console sales down in 2026?
Yes. Circana's August 2026 report shows year-to-date Xbox hardware sales down 33%, an all-time US low, and PlayStation down 25%, its lowest since 2013. Average prices hit record highs: $597 for PlayStation and $529 for Xbox.
Is the PS5 Pro sold out?
Yes, at major US retailers including Sony's own store, BGR reports. A Sony memo reported by Playfront says the shortage could last through early 2027 at the earliest.
How much does the PS5 Pro cost now?
The PS5 Pro costs $899.99 in the US after Sony's April 2026 price rise, $200 more than at launch. Resellers are asking far more, including $1,399.99 for a used unit at GameStop.
Do I need a PS5 Pro for GTA 6?
No. GTA 6 runs on a standard PS5, Xbox Series X and Xbox Series S. It reportedly targets 30fps on all consoles, and Rockstar hasn't said what the PS5 Pro improves.
Will GTA 6 boost console sales?
Circana's analyst pointed to a big November game as a likely bright spot, and GTA 6 is only on PS5 and Xbox Series X|S. How much it helps depends on stock and prices.