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U.S. video games consumer spending will reach USD 62.8 billion in 2026

A new study by Circana has revealed a constant expansion in spending indicators, with +1.4% increase in 2025 (USD 60.7 billion) compared to 2024, and +3% this year over 2025. This great number for current season is attributed to continued sales of Nintendo Switch 2 console, huge expectations for ‘Grand Theft Auto 6’ game launch in November, and prolonged strength in subscription‑based content from users.
This exciting year for United States video games market also involves different opportunities and challenges which are listed in this article.

The U.S. video game industry enters 2026 with the potential to reach a new record high in consumer spending, following a year of slight growth driven by new hardware, rising subscription engagement, and robust player demand across platforms. According to tech data provider Circana’s latest Games Market Dynamics report, total U.S. consumer spending on video game hardware, content, and accessories reached USD 60.7 billion in 2025, marking a +1.4% increase over 2024.

For 2026, Circana projects U.S. video game industry spending to rise +3% to USD 62.8 billion, surpassing the current all‑time high of USD 61.7 billion set in 2021. This growth is expected to be fueled by the second year of Nintendo Switch 2 console, unprecedented anticipation for new game Grand Theft Auto VI, by publisher Rockstar Games, and continued strength in subscription‑based content.

Here are the seven key opportunities and challenges for the gaming industry in 2026:

  1. Riding the Wave of Nintendo Switch 2: The launch of Nintendo Switch 2 was able to offset year-over-year hardware spending declines across other platforms. Becoming the fastest‑selling home console in U.S. history after just seven months in market, the Switch 2’s momentum is expected to accelerate in 2026. Continued strength across Nintendo’s franchises will further lift hardware and software sales, as well as digital engagement.
  2. Grand Theft Auto VI Headlines Software Surge: Launching in November 2026, GTA VI holds the highest purchase intent ever recorded in Circana’s tracking history, and could result in a boost across hardware, accessories, and subscription demand, alongside other anticipated hits, including Resident Evil: Requiem, Pokémon: Pokopia, and Marvel’s Wolverine.
  3. Subscription Spending Remains Strong: Gaming subscriptions were a bright spot in 2025 and are expected to continue growing as consumers seek value and access to expansive game libraries.
  4. Hardware Pressure from Component Costs: Rising prices for RAM, GPUs, CPUs, and storage, driven by AI data center demand, could further constrain hardware availability and affordability.
  5. Consumer Behavior Shifts: Younger players are shifting more heavily toward PC and mobile, where top titles like Roblox, Minecraft, and Fortnite dominate. If hardware becomes cost-prohibitive, expect increased play on existing devices, growth in PC and mobile gaming, and accelerated adoption of cloud gaming.
  6. Emerging Disruptors: Valve’s upcoming Steam Machines could shake up the console market if priced competitively and widely available.
  7. Macroeconomic Factors: When considering potential cost increases due to tariffs and/or other factors, more than one-third of consumers would purchase fewer full-price games at launch (38%) or would wait longer for video games to be on sale (34%), according to the latest findings from Circana’s Future of Video Games report. Furthermore, 27% would spend more time playing free-to-play games.