The shifts in console purchases in 2026
Intelligence Summary
- An analysis of changing gamer buying behavior in 2026, from exclusives to social influence and strategic implications.
The shifts in console purchases: reasons and consequences in 2026
A recent study by Circana, an American market research and technology company, has revealed key insights into gamer buying behavior in the United States. The report shows that while gamers have traditionally based their console purchases on exclusive games, that trend is undergoing some significant changes in 2026.
The impact of exclusive games
According to Circana's Q1 2026 report, a majority of consumers in the U.S. still say exclusive games are the main reason they choose a console, at 41%. That underscores the continued value of exclusives in the competitive battle between PlayStation and Xbox. However, compared with the previous year, the number of players choosing consoles based on exclusives has fallen by 8%.
This shift may be partly tied to changing market dynamics. Both Xbox and PlayStation appear to be loosening their grip on exclusive IP, with titles like Forza Horizon coming to PlayStation 5 and Helldivers 2 launching on Xbox Series X/S. That erosion of exclusivity could encourage consumers to focus on other factors, such as performance and price, which are becoming increasingly important in console purchase decisions.
Other purchase factors for gamers
Beyond exclusives, there are other major factors influencing gamers' console choices. The report reveals that 38% of consumers say their choice of a particular console is often based on what friends and family own. This social factor can be crucial for players, as it makes multiplayer gaming and shared experiences more accessible.
Especially for the next generation of console users, choosing a platform remains a social decision as well. The convenience of playing with people they know on the same console can further strengthen the appeal of certain brands.
The current state of Xbox and PlayStation
Circana's findings suggest that Xbox is currently facing some challenges. The Xbox Series X/S has drawn criticism for a lack of AAA exclusives, and recent developments at Microsoft, including layoffs and studio closures, have raised questions about the future of key IP.
By contrast, Sony appears to have a stronger lineup of exclusives with the PlayStation 5. Upcoming titles such as Marvel's Wolverine and Marvel's Spider-Man 2 are seen as crucial to maintaining Sony's competitive edge. In addition, earlier exclusives such as Ghost of Yotei have received strong critical and commercial acclaim.
The role of Nintendo Switch
While the Nintendo Switch may not have the same number of exclusives as the latest Xbox or PlayStation systems, it continues to attract millions of players with globally popular franchises like Mario Kart and Donkey Kong . The latest Mario Kart release alone has sold more than 14 million copies, showing that Nintendo is also succeeding in keeping its gaming community engaged.
Timeline
2026-04-30: Circana publishes data showing that gamers' priorities when buying consoles are shifting from exclusives toward factors like performance and price.
2026: The share of players choosing consoles based on exclusives falls by 8% compared with 2025.
2026: Games like Forza Horizon come to PS5 and Helldivers 2 launches on Xbox Series X/S, increasing competition between platforms.
Alongside the current trends and insights, it is also important to look ahead to the future of the console market. In the coming years, especially with the introduction of new console generations, changes in strategies around exclusives and titles could play a crucial role for Microsoft, Sony, and Nintendo. Given the shift in consumer behavior, the outlook for exclusive titles remains essential to the competitive battle among these major players.
