Consumer Survey Reveals #1 Reason Why Gamers Buy a PlayStation or Xbox Console

A survey by Circana, an American market research and technology company, shows that most US gamers still decide whether to buy a PlayStation, Xbox, Nintendo Switch, or other console based on their exclusive games. This likely won’t surprise most gamers, as it has been the case for years. However, a few subtle shifts in consumer behavior in 2026 could catch their attention, especially for those invested in the long-running console rivalry between PlayStation and Xbox.

One 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’s a slight shift toward picking the best gaming console based on other factors, such as performance or price. It’s difficult to pinpoint exactly what’s driving this change, but one likely explanation is Xbox and PlayStation loosening their grip on exclusive IPs over the past year, with games like Forza Horizon coming to PlayStation 5 and Helldivers 2 launching on the Xbox Series X/S.

The Second Reason Might Be the Tiebreaker in the Console War

Despite the 8% decline, the Circana Q1 2026 report shows that a majority of consumers in the US, 41% of those surveyed, still view big-budget exclusive games as the deciding factor when purchasing a console. The second most common reason could serve 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 already own. This likely 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 Might Be Losing 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 cast uncertainty over the future of several key IPs. On top of that, a recent financial report shows that Xbox hardware revenue declined by 32% in Q2, further weakening the brand’s position in the current market (via Video Game Chronicle).

Meanwhile, Sony appears to have a stronger lineup of PS5 exclusives, with major titles like Marvel’s Wolverine, Intergalactic: The Heretic Prophet, and Physint on the horizon. Some also believe that the Japanese company has already solidified its position in the market with financially and 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 draw millions of players with a handful of globally popular IPs, such as Mario Kart World and Donkey Kong Banaza. The latest Mario Kart installment alone has sold over 14 million copies, showcasing the impressive success Nintendo has achieved with its exclusives so far.

Circana’s recent report 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, particularly as next-generation consoles arrive, it will be interesting to see how each brand adjusts its strategy around exclusives and if any of them will rethink their approach.