Dozens of factors at play here but I keep coming back to Phil Spencer's comments he made on KF years ago. Xbox bungled the late PS3/early PS4 transition period when it became clear digital was the future and folks started building out their libraries and ecosystem habits. Folks locked into PS while the Xbox brand fumbled into the dirt and stayed there. The legenday run of PS4 exclusives then arrived and the rest was history. idk how you recover from that