Xbox One outsold PS4 for a fourth consecutive month in the US, the latest data from NPD says.
It follows news last week that the console had scored its second month at No.1 in the UK, too. Microsoft also says the machine was the No.1 games device in Australia during October.
The US, UK and Australian markets were Xbox strongholds during the previous generation of consoles, and the gap between PlayStation 4 and Xbox One has always been smaller in these territories than has been the case in other European, Eastern and emerging markets.
Nevertheless, PS4 remains the top-selling machines even in these traditional 'Xbox' markets.
Microsoft has enjoyed some strong momentum in the US since its E3 showing in June, boosted by the arrival of Xbox One S and a handful of exclusives, including Gears of War 4.
PlayStation will be hoping it can reclaim its position in November, with the arrival of PS4 Pro and the launch of third-party games that the firm has backed - including Call of Duty: Infinite Warfare and Watch Dogs 2.
"Thanks to the passion of Xbox fans worldwide and their continued excitement for Xbox One S, Xbox One was once again the best-selling console in October in the US, U.K. and Australia according to NPD Group and GfK Entertainment," Xbox's head of marketing Mike Nichols said in a statement. "Xbox One has been the best-selling console in the U.S. for the past four months, and in the U.K. and Australia in each of the last two months."
Nichols added that Gears of War 4 is the 'No.1 platform exclusive' for October according to GfK and NPD. However, that statistic is pretty meaningless as most other platform exclusives released last month were either for Wii U or PlayStation VR - which both have significantly lower install bases.