GoKawiilUS console sales fall in August as average prices hit record highs
Circana data shared by analyst Mat Piscatella shows US consumers bought 559,000 game consoles in August, down 15% year-over-year and the weakest August since 2013. Average selling prices climbed to $541, with Xbox console prices up 26% to $529 and PlayStation up 20% to $597 year-to-date, both all-time highs. Unit sales fell across all three manufacturers: Xbox down 31%, Nintendo down 15%, and PlayStation down 11%.
GoKawiil's interpretation of the reporting above, not reported fact.
Higher prices let manufacturers like Sony grow hardware revenue even as unit sales shrink, suggesting companies are prioritizing per-unit margins over expanding their install base. Piscatella's comment that 'price sensitivity is becoming a real problem' points to a ceiling on how much consumers will pay this late in a console generation. The pattern suggests market saturation and earlier 2026 price hikes pulled forward purchases, leaving fewer buyers for the summer period.
- August US console sales dropped 15% year-over-year to 559,000 units, the lowest since 2013
- Average console prices hit record highs, with Xbox up 26% and PlayStation up 20% year-to-date
- Sony's PlayStation hardware revenue rose 17% despite an 11% drop in unit sales, showing price increases offsetting weaker demand
Sony PlayStation 5 Slim console — If you're weighing whether to jump into this console generation amid rising prices, the standard PS5 Slim offers a more accessible entry point than premium models like the PS5 Pro. It's a great way to access the current library of games without paying for high-end hardware you may not need.”
See Sony PlayStation 5 Slim console on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: techspot.com — Skye Jacobs, 2026-10-10
Published there as: “Gaming consoles are more expensive than ever, and fewer people are buying them”
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