Sony (SONY) Stock Forecast & Price Target

Q: What analysts cover Sony?

Sony has been rated by research analysts at Benchmark , Weiss Ratings , and Zacks Research in the past 90 days.

$24.56 -0.40 (-1.60%)

As of 09/4/2026 03:58 PM Eastern

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Sony - Analysts' Recommendations and Stock Price Forecast (2026)

Consensus Rating

Moderate Buy

Based on 7 Analyst Ratings

Sell
1

Hold
1

Buy
5

Based on 7 Wall Street analysts who have issued ratings for Sony in the last 12 months, the stock has a consensus rating of "Moderate Buy." Out of the 7 analysts, 1 has given a sell rating, 1 has given a hold rating, 4 have given a buy rating, and 1 has given a strong buy rating for SONY.

Consensus Price Target

$22.00
-10.42% Downside

According to the 7 analysts' twelve-month price targets for Sony, the average price target is $22.00. The highest price target for SONY is $22.00, while the lowest price target for SONY is $22.00. The average price target represents a forecasted downside of -10.42% from the current price of $24.56.

MarketBeat calculates consensus analyst ratings for stocks using the most recent rating from each Wall Street analyst that has rated a stock within the last twelve months. Each analyst's rating is normalized to a standardized rating score of 1 (sell), 2 (hold), 3 (buy) or 4 (strong buy). Analyst consensus ratings scores are calculated using the mean average of the number of normalized sell, hold, buy and strong buy ratings from Wall Street analysts. Each stock's consensus analyst rating is derived from its calculated consensus ratings score (0 to .5 = Strong Sell, .5 to 1 = Sell, 1 to 1.5 = Reduce, 1.5 to 2.5 = Hold, 2.5 to 3.0 = Moderate Buy, 3.0 to 3.5 = Buy, >3.5 = Strong Buy). MarketBeat's consensus price targets are a mean average of the most recent available price targets set by each analyst that has set a price target for the stock in the last twelve months. MarketBeat's consensus ratings and consensus price targets may differ from those calculated by other firms due to differences in methodology and available data.

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SONY Analyst Ratings Over Time

Type	Current Forecast 9/5/25 to 9/5/26	1 Month Ago 8/6/25 to 8/6/26	3 Months Ago 6/7/25 to 6/7/26	1 Year Ago 9/5/24 to 9/5/25
Strong Buy	1 Strong Buy rating(s)	1 Strong Buy rating(s)	0 Strong Buy rating(s)	1 Strong Buy rating(s)
Buy	4 Buy rating(s)	4 Buy rating(s)	4 Buy rating(s)	4 Buy rating(s)
Hold	1 Hold rating(s)	1 Hold rating(s)	2 Hold rating(s)	1 Hold rating(s)
Sell	1 Sell rating(s)	1 Sell rating(s)	1 Sell rating(s)	0 Sell rating(s)
Consensus Price Target	$22.00	$22.00	$22.00	$28.00
Forecasted Upside	-10.42% Downside	-4.74% Downside	0.43% Upside	1.61% Upside
Consensus Rating	Moderate Buy	Moderate Buy	Hold	Buy

SONY Analyst Recommendations By Month

The chart below shows how a company's ratings by analysts have changed over time. Each bar represents the previous year of ratings for that month. Within each bar, the sell ratings are shown in red, the hold ratings are shown in yellow, the buy ratings are shown in green, and the strong buy ratings are shown in dark green.

SONY Price Targets by Month

The chart below shows how a company's share price and consensus price target have changed over time. The dark blue line represents the company's actual price. The lighter blue line represents the stock's consensus price target. The even lighter blue range in the background of the two lines represents the low price target and the high price target for each stock.

Sony Stock vs. The Competition

Type	Sony	Consumer Discretionary Companies	Broader Market
Consensus Rating Score	2.71	2.20	2.53
Consensus Rating	Moderate Buy	Hold	Moderate Buy
Predicted Upside	-10.42% Downside	202.85% Upside	14.02% Upside
News Sentiment Rating	Neutral News See Recent SONY News	Positive News	Positive News

Recent Analyst Forecasts and Stock Ratings

Rating

Upside/Downside

Action

Time Frame

Start Date

End Date

Show

Export

Date	Brokerage	Analyst	Action	Rating	Price Target	Report Date Upside/Downside
8/17/2026	Weiss Ratings 5 of 5 stars		Reiterated Rating	Sell (D+)
8/4/2026	Zacks Research 5 of 5 stars		Upgrade	Hold ➝ Strong-Buy
8/3/2026	Benchmark 4 of 5 stars		Reiterated Rating	Buy
3/17/2026	Sanford C. Bernstein Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	David Dai Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Outperform ➝ Market Perform	$30.00 ➝ $22.00	+1.50%
11/19/2025	Nomura Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Upgrade	Neutral ➝ Buy
11/5/2025	Wolfe Research Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Upgrade	Peer Perform ➝ Outperform
10/10/2025	Cfra Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Upgrade	Moderate Buy
3/25/2025	The Goldman Sachs Group Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	M. Munakata Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Initiated Coverage	Buy
2/20/2025	Oppenheimer Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	Martin Yang Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Reiterated Rating	Outperform	$25.00 ➝ $33.00	+32.98%
10/11/2024	TD Cowen Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating		Lower Target	Buy	$107.00 ➝ $23.00	+20.99%
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9/18/2024	Daiwa Securities Group Subscribe to MarketBeat All Access for the firm's recommendation accuracy rating	R. Department Subscribe to MarketBeat All Access for the analyst's recommendation accuracy rating	Upgrade	Strong-Buy

Analyst ratings data on MarketBeat is provided by Benzinga and other data providers. This page was last refreshed on Saturday at 08:44 PM ET.

Should I Buy Sony Stock? SONY Pros and Cons Explained

These pros and cons were generated based on recent news and financial data from MarketBeat in order to provide readers with the fastest and most accurate insights. They were last updated on Friday, September 4, 2026. Please send any questions or comments about these Sony pros and cons to contact@marketbeat.com.

Sony
Bull Case

Here are some ways that investors could benefit from investing in Sony Group Co.:

Sony Group Co. recently reported strong quarterly results, beating consensus estimates with earnings per share of $0.36 compared to the expected $0.28, while revenue grew 8.2% year-over-year to $17.45 billion, demonstrating robust fundamental performance that supports the current stock price of $24.56.
The company is pursuing a $4.7 billion joint venture with TSMC to develop next-generation smartphone image sensors, a strategic move that could strengthen Sony Group Co.'s leadership in the semiconductor sector and share capital requirements for mass production expected to begin in 2029.
Unusually high options trading activity, with investors purchasing 21,499 call options which is approximately 145% above the typical daily volume, suggests growing bullish speculation and market confidence in the stock's potential for upward movement.
Sony Group Co. is leveraging its entertainment intellectual property effectively, as evidenced by the strong box-office performance of the Spider-Man and Insidious franchises, which supports the profitability of its Pictures segment and adds value to its diversified business model.
The integration of VITEC’s IPTV and digital-signage software into Sony Group Co.'s BRAVIA displays could enhance the commercial value and deployment potential of its display business, opening new revenue streams in the commercial sector.

Sony
Bear Case

Investors should be bearish about investing in Sony Group Co. for these reasons:

Sony Group Co. faces significant reputational and customer-retention risks due to its plan to end PlayStation physical discs in 2028, which has triggered consumer protests and provides a competitive opportunity for Microsoft to promote a disc-to-digital alternative.
Recent insider selling activity is notable, with insiders selling 952,565 shares worth approximately $20.9 million in the last quarter, including significant sales by CEO Hiroki Totoki and other executives, which may signal a lack of confidence in the stock's near-term upside.
The company is involved in multiple legal disputes, including a $7.85 million settlement regarding digital game prices and ongoing lawsuits over tariff refunds and digital ownership, which could result in further financial liabilities and negative public perception.
Despite recent earnings beats, Sony Group Co. reported a negative net margin of 2.00% for the most recent quarter, indicating that the company is currently operating at a loss on a net income basis, which may concern investors focused on profitability.
The launch of the Xperia 10 VIII at a higher price point of £549 with limited hardware changes could restrict demand and negatively impact revenue per device, posing a challenge to the growth of its mobile phone segment.

SONY Forecast - Frequently Asked Questions

According to the research reports of 7 Wall Street equities research analysts, the average twelve-month stock price forecast for Sony is $22.00, with a high forecast of $22.00 and a low forecast of $22.00.

7 Wall Street analysts have issued "buy," "hold," and "sell" ratings for Sony in the last year. There is currently 1 sell rating, 1 hold rating, 4 buy ratings and 1 strong buy rating for the stock. The consensus among Wall Street analysts is that investors should "moderate buy" SONY shares.

According to analysts, Sony's stock has a predicted downside of -10.42% based on their 12-month stock forecasts.

Over the previous 90 days, Sony's stock had 1 upgrade by analysts.

Sony has been rated by research analysts at Benchmark, Weiss Ratings, and Zacks Research in the past 90 days.

Analysts like Sony more than other "consumer discretionary" companies. The consensus rating for Sony is Moderate Buy while the average consensus rating for "consumer discretionary" companies is Hold. Learn more on how SONY compares to other companies.

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MarketBeat monitors more than a dozen sources for Sony analyst ratings, with the most recent rating issued on 8/17/2026.

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Sony (SONY) Stock Forecast & Price Target