A survey by Circana, an American market research and technology company, shows that most American gamers still decide whether to buy one. PlayStationXbox, Nintendo Switch, or other console based on their specific games. This probably won't surprise many gamers, as it's been happening for years. However, some subtle changes in consumer behavior in 2026 could catch their attention, especially for those invested in the long-running console rivalry between PlayStation and Xbox.
A notable change compared to last year's data is that the number of players choosing a console based on exclusives has dropped by 8%. In other words, there has been a slight shift towards choosing the best gaming console based on other factors such as performance or price. It's hard to pinpoint exactly what's driving this shift, but one possible explanation is that Xbox and PlayStation have been loosening their grip on specific IPs over the past year, such as games. Forza Horizon Coming to PlayStation 5 and Hell Diver 2 Launching on the Xbox Series X/S.
The second reason could be the tiebreaker in the console wars
Despite the 8% decline, the Circana Q1 2026 report shows that the majority of US consumers, 41% of those surveyed, still see big-budget exclusive games as a deciding factor when purchasing a console. The second most common reason could act as a tiebreaker for companies like PlayStation, Xbox, and Nintendo Switch, with 38% of consumers choosing a console based on what their friends and family own. This probably comes down to convenience, as it's easier to share games on the same platform and, more importantly, avoids concerns about cross-platform support in multiplayer titles.
Xbox may lose ground
Based on Circana's observations, Microsoft's Xbox consoles may not be in a good position right now. The Xbox Series X/S has already faced criticism for its lack of AAA exclusives, and recent layoffs and studio closures at Microsoft have brought uncertainty to the future of several major IPs. On top of that, a recent financial report shows that Xbox hardware revenue fell by 32% in Q2, weakening the brand's position in the current market (via Video Game Chronicle ).
Meanwhile, Sony seems to have a strong lineup of PS5 exclusives, including flagship titles Marvel's Wolverine, Intergalactic: Heretic Prophetand Pheasant on the horizon. Some also believe that the Japanese company has already strengthened its position in the market with financial and critically acclaimed exclusives. Ghost of Yotei and Marvel's Spider-Man 2.
As for the Nintendo Switch 2, it may not offer as many exclusives as the Xbox Series X or PlayStation 5. However, it continues to attract millions of players just like other popular IPs around the world. Mario Kart World and Donkey Kong Banaja. the latter Mario Kart The installment alone has sold over 14 million copies, demonstrating the impressive success Nintendo has achieved with its exclusives thus far.
A recent report from Circana suggests that a multi-platform strategy may not be the most effective approach for major companies like Microsoft, Sony and Nintendo. In the coming years, especially with the next generation of consoles arriving, it will be interesting to see how each brand adjusts its strategy around exclusives and if any of them will rethink their approach.
- brand
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Sony
- Original release date
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November 12, 2020
- Original MSRP (USD)
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$499, €499, £449, ¥49,980 (base) // $399, €399, £359, ¥39,980 (digital),
- operating system
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Orbis OS
- processor
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Custom 8-core AMD Zen 2
- resolve
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720p – 8K
