Gamers Hit Pause on GPU Upgrades Over Economic Pressure

Nearly 43% of PC gamers in the United States have postponed or canceled plans to upgrade their graphics cards this year due to economic constraints, according to a Liquid Web survey

The study, conducted by web hosting company Liquid Web in May 2025 and involving 1,000 U.S. gamers, found that players are prioritizing essential expenses like rent over hardware upgrades, despite strong interest in improved gaming performance.

Economic factors are compounded by market conditions, with 57% of respondents reporting that scalping and inflated retail prices have blocked them from making purchases. Only 25% of those surveyed said they were willing to spend more than $500 on a new graphics processing unit (GPU).

The financial constraints are driving gamers toward alternative solutions. Cloud gaming services have emerged as a practical option, allowing access to high-end performance without the upfront hardware costs. Some 62% of gamers indicated they would consider cloud gaming if latency issues were resolved, with Nvidia GeForce Now and Xbox Cloud Gaming identified as the most trusted platforms.

Artificial intelligence upscaling technology, which enhances lower-resolution images in real time, is also gaining traction. About 42% of respondents said they would skip future GPU upgrades if AI upscaling or cloud services could deliver comparable visual performance.

The survey revealed shifting brand loyalties in the GPU market, with 36% of respondents having switched brands during upgrades. Performance was cited by 78% as the primary factor, followed by price at 69%.

Digital influencers are playing an increasingly significant role in purchasing decisions, with 35% of gamers saying online reviews and influencer content swayed them away from specific GPU brands. Additionally, 23% reported avoiding brands involved in controversies.

The findings suggest a departure from the traditional cycle of upgrading GPUs every three to five years, as economic realities push consumers to prioritize cost and convenience over raw hardware performance.