Consoles are more expensive than ever, and fewer people are buying them
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Bottom line: The US console market is slowing, and more expensive hardware is making it harder to attract buyers. Consumers bought 559,000 consoles in August, down 15% from a year earlier and the lowest August total since 2013, according to figures shared by Circana's Mat Piscatella. The average selling price rose from $476 in 2025 to $541 in 2026.
For manufacturers, those higher prices can soften the financial impact of falling sales. Sony's PlayStation hardware revenue increased 17% year over year, even though unit sales declined 11%. Higher-tier models helped make up the difference.
But the figures also show the limits of mid-generation upgrades. More expensive machines allow manufacturers to generate additional revenue without necessarily expanding the audience for their hardware.
Console prices are at historical highs, driven by pressure on component...
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