GTA 6 Had No Positive Impact on Xbox Sales, Circana Reports

Circana analyst Matt Piscatella said the GTA 6 Extended Look reveal on Netflix gave no noticeable boost to Xbox Series X|S sales, which fell 27% year over year in September 2026 to their lowest September on record. PS5 sales rose instead, with roughly 70% of the lift attributed to Marvel's Wolverine and 30% to GTA 6.

• Xbox Series X|S unit sales fell 27% year over year in September 2026
• September was the lowest ever for Xbox, per Circana
• About 70% of the PS5 sales lift came from Wolverine, 30% from GTA 6
• The GTA 6 trailer carried a 'Plays Best on PS5' promotion