Xbox Game Pass brand awareness, usage, popularity, loyalty, and buzz among video game subscription users in the United States in 2025

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Number of respondents

765 respondents

Age group

18-64 years

Special properties

respondents who use Video game subscriptions

Supplementary notes

During the survey, the questions were phrased as follows:

  • Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
  • Brand popularity: When it comes to video game subscriptions, which of the following brands do you like?
  • Brand usage: When it comes to video game subscriptions, which of the following brands have you used in the past 12 months?
  • Brand loyalty: When it comes to video game subscriptions, which of the following brands are you likely to use again in the future?
  • Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

Citation formats

Xbox Game Pass brand profile in the United States 2025

Published by Statista Research Department, May 27, 2025

How high is the brand awareness of Xbox Game Pass in the United States?
When it comes to video game subscription users, brand awareness of Xbox Game Pass is at ** percent in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Xbox Game Pass in the United States?
In total, ** percent of U.S. video game subscription users say they like Xbox Game Pass. 

What is the usage share of Xbox Game Pass in the United States?
All in all, ** percent of video game subscription users in the United States use Xbox Game Pass. 

How loyal are the customers of Xbox Game Pass?
Around ** percent of video game subscription users in the United States say they are likely to use Xbox Game Pass again.

What's the buzz around Xbox Game Pass in the United States?
In April 2025, about ** percent of U.S. video game subscription users had heard about Xbox Game Pass in the media, on social media, or in advertising over the past three months.

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