Here's a wild (but not surprising?) stat -
53% of US video game hardware buyers in Q4 '25 had a household income of $100k+ - a record high - and up from 40% in Q1 '22.
The average price of video game hardware in the US was $373 in Q1 2022, jumping to $446 by Q4 2025.
Source: Circana Checkout
Jan 29, 2026 12:58Over that same period, the % of video game hardware buyers that had household incomes of <$50k fell from 31% in Q1 2022 to 19% in Q4 2025.
$50k-$75k HHs went from 17% to 14%, while $75k-$100k HH increased from 12% of total hardware buyers to 14%.
Quite a shift over the course of the last 4 years.
Anyways, expecting hardware prices to keep going up, for more premium targeted accessories to be made available, and for even more creative ways of packaging games into fancy editions at higher price points.
Idea will continue to be to drive higher ARPU from a more concentrated console audience.
Any estimate you can share wrt % of younger gamers buying new consoles? I think last year at one point the trailing 12 months to that it was like 3% of new consoles sold were to younger consumers. Curious if that is shifting/stable.
