Xbox hardware sales in the US are still on the downslide per the latest market numbers from Circana. Despite recent adjustments in Xbox strategy by Xbox leadership, it doesn't seem to be paying off. Consoles watching the hardware space, take heed — the momentum in hardware isn't positive. It's actually negative.
Circana data confirms zero positive impact from disc exchange and exclusivity moves
Circana's market analyst Mat Piscatella deals in sales and engagement numbers for the gaming space. He's taken a look at the effects of Xbox head Asha Sharma's initiatives since February 2026. Unfortunately, none of the initiatives appear to have turned around Xbox hardware sales' downward slide.
Specific initiatives to drive engagement have been attempted. Yet they have done nothing for sales. The physical disc upgrade to digital had zero impact on new disc sales.
Even the news of Gears' exclusivity did not help hardware sales. Same with the removal of Call of Duty from day one GP Ultimate. It didn't improve full price sales.
Player engagement data isn't looking good either. Half the player engagement for Modern Warfare 4 compared to the last one on Xbox. Piscatella said, "I do not see ANY positive impact from these recent changes based on the data." In fact, it's getting worse as Xbox market share is losing in the US.
Piscatella does leave the door open to the idea that we may see the benefits of Sharma's strategy down the road. We've been following the Xbox wagon closely. We've reported on reports of Xbox boss Asha Sharma reportedly plotting. For now, the data backs up the idea that we're seeing a downturn in hardware performance and engagement stasis.
Source: IXBT
Sharma’s strategy is clearly failing. The data shows zero impact.