From non-american perspective,
XBOX is way too american to be globally as huge as Playstation
- Marketing talk = Using lame made up terms like "velocity architecture" or something that sounds like "super duber extra mega power booster" level of stuff, names that are made to be sound fast&powerful instead of just being technical neutral terms like Kraken or Tempest.
- Marketing style = aggressive, pushing, using lot of words and bashing competitors. 90% of talk and bragging and 10% of real things. Sony just shows some weird stuff and lets people buy it if they want. And xbox doesnt even market on EU, or at least here, never seen their ads other than online.
- Gamepass = "get hundreds of things for only xx$/month, must be good deal like those 300 toilet paper rolls you just bought from Walmart because they were -10%!", bundle deals like that just don't sound as good to me or anyone I know, when we think that how many games/items we really need and have time to play.
- Most important thing, games = Gears + halo + forza are kind of "american bro-gamer games", while they are lacking RPG + single player adventures / "movie style games" that clearly sell tons more on global level. Maybe Bethesda helps. But it is kind of late
- US "domestic vs import" culture. On almost any american reality series people have this weird attitude that imports are always worse than their domestics. Like that huge truck with V8 that drinks 30L/100km of gas instead of some Japanese efficient car with 2.0 engine that drinks only 6L/100km. And then they think that those imports are shit, while in reality Toyota/Honda have superior quality (some have rust problems, but tech is superior) over most cars in many statistics and worst cars are from US/germany (on our statistics I have seen). In terms of failure rates on inspection. Of course there are exceptions. I guess people need bigger cars to haul those 300 toilet paper rolls
Here we have same kind of people, but they like to blame Japanese cars being shitty and German being best, while statistics say otherwise. So this is universal phenomenon I guess. I always laugh when people talk how German cars are best, and then when you check how much first 5 years costs to maintenance one, it is something like 10 000€ for german car and 2000-3000€ for Japanese car. Yeah, so good that you have to change half of the car in 5 years. (bmw M5 vs honda type-r, performance cars)
It spoils down into "hey our product is best, it have super speed xxx powah monster stuff and for only 99/month you can get it!" vs " hey look we have this system, this is our games, get it if you like it, thanks"
And I am not saying American culture is better or worse, it is just so different vs many other countries that using same strategy just makes them look so weird and out of place. XBOX isnt humble enough, and they are too aggressive for what they can offer, because they cant offer the best system/games yet they act like it = it doesnt feel right.
On online talk I get it that when gamers from US are talking, they just cant see things "right" on global level, because from their perspective xbox and PS are almost equal competitors, that one small thing could tip the scales.
But in reality it is always PS >>> xbox in the rest of the world, which makes these things some kind of war as it seems that USA culture is more concentrated on domestic stuff and they are proud of not knowing about foreign stuff, but it doesn't change the reality that Xbox is like some spare option for most of the world.
If both would be as popular globally, I would not be able to drive to local electronic stores in next 30 mins and buy multiple series S from the shelf. Which I can, because that is how unpopular xbox is here. Even Switch is less popular than PS5, switch never sold out, or only few biggest cities for little while, but PS5 is already sold out until february - april 2021 on many sites/stores.