A survey by Circana, an American market research and technology company, shows that most American gamers are still deciding whether to buy and PlayStationXbox, Nintendo Switch or other consoles based on their exclusive games. This probably won't come as a surprise to most players, as it has for years. However, a few subtle shifts in consumer behavior in 2026 could grab their attention, especially for those invested in the long-running console rivalry between PlayStation and Xbox.
One notable change from last year's data is that the number of players choosing a console based on exclusives 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 change, but one likely explanation is that Xbox and PlayStation have loosened their grip on exclusive IPs over the past year, with games like Forza Horizon coming to PlayStation 5 and Helldivers 2 launch on Xbox Series X/S.
The second reason could be a tie in the console war
Despite the 8% decline, Circana's Q1 2026 report shows that a majority of US consumers, 41% of those surveyed, still consider big-budget exclusive games to be the deciding factor when purchasing a console. The second most common reason could serve as a tie for the likes of PlayStation, Xbox and Nintendo Switch, with 38% of consumers choosing a console based on what their friends and family already own. This is probably related to convenience, as it makes it easier to share games on the same platform and, more importantly, avoids concerns about cross-platform support in multiplayer titles.
Xbox may be losing ground
Based on Circana's observations, Microsoft's Xbox 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 cast uncertainty over the future of several key IPs. Additionally, a recent financial report shows that Xbox hardware revenue fell 32% in Q2, further weakening the brand's position in the current market (via Video Game Chronicle).
Meanwhile, Sony seems to have a stronger line-up of PS5 exclusives, with major titles like Marvel's Wolverine, Intergalactic: The Heretical Prophetand Physint on the horizon. Some also believe that the Japanese company has already cemented its position in the market financially and with critically acclaimed exclusives such as 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 gamers with a handful of globally popular IPs such as Mario Kart World and Donkey Kong Banaza. latest Mario Kart the title alone has sold over 14 million copies, showing the impressive success Nintendo has had with its exclusives thus far.
A recent report from Circana suggests that a multi-platform strategy may not be the most effective approach for big companies like Microsoft, Sony and Nintendo. In the coming years, especially with the arrival of next-gen consoles, it will be interesting to see how each brand adjusts its exclusives strategy and whether any of them rethink their approach.
- Mark
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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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OS Orbis
- Processor
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Custom 8-core AMD Zen 2
- Resolution
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720p – 8K
