Next-Generation Consoles PS5 Starts in Pole Position

The winter holiday season has always been important for next-generation console launches, but this one is different. Negative effects of the current recession will intensify, engagement will be less predictable and device-agnostic games subscription competition is set to heat up. The 2020 winter holiday season will help shape momentum for Xbox and PlayStation, though for different reasons. Both are now increasingly competing with the rest of the attention economy rather than each other. Consumer intent-to-buy currently points in favour of PlayStation, but there are enough interested, yet undecided, consumers to potentially put Xbox in the lead. The undecided will be of utmost focus for both console companies over the coming months.

Companies and brands mentioned in this report: Amazon, Crucible, Disney, Microsoft, Luna, PlayStation, PlayStation Now, PlayStation Sony, Stadia, Twitch, Vivendi, Xbox, Xbox Game Pass, Xbox Series X, YouTube, ZeniMax Media

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