Xbox hardware sales have hit a new low in the UK, as Microsoft continues to redirect its console business.
In 2025, Xbox Series numbers were down a whopping 39% — making for the worst sales result in the brand's history.
Many had expected some sort of decline given the company's renewed focus on multiplatform publishing, but we're not sure that many would have predicted such a substantial collapse to happen so quickly.
And just think, the UK used to be something of an Xbox stronghold back in the 360 days; a competitive market where Sony had to fight for any kind of momentum.
But we're now at a point where the Xbox Series is barely competing with PS5 in terms of raw UK sales numbers. Sony's current-gen system reportedly sold extremely well throughout 2025 in the region — while also enjoying an utterly dominant Black Friday performance.
Again though, Microsoft has been distancing itself from hardware sales for years now. The suits will tell you that it's not really trying to compete with PlayStation in that sense, especially as Xbox itself continues to bring its once exclusive properties — including Halo — to Sony's platform.
Times have certainly changed, but sales figures as dismal as these do raise questions about Microsoft's priorities as we head towards the next console generation. The company has stated numerous times that it intends to release a new Xbox in the coming years, but what could that actually look like if there's a near total lack of demand?
What do you make of Xbox's current trajectory? How do you think all of this will impact PlayStation going forward? Become an armchair analyst in the comments section below.