Xbox Game Pass Saw a Significant Drop in Subscribers After Last Fall’s Price Increase

Xbox Game Pass reportedly experienced a significant drop in subscribers, losing “millions” after a 50 percent price hike last fall, as stated by Xbox’s chief strategy officer, Matthew Ball.

This information surfaced during an interview conducted by an outlet with Ball at Summer Game Fest, and was shared by Geoff Keighley recently.

While we don’t have the complete context or exact figures on the subscriber loss, it was estimated that the service had over 35 million subscribers in mid-2025, although this figure was never officially verified. The last confirmed number was 34 million subscribers in February 2024.

In October, Xbox raised the price of its Game Pass Ultimate plan by 50 percent, along with adjustments to its lower-tier Game Pass options. This change came just over a year after a previous price increase in 2024. The substantial subscriber loss likely influenced new CEO Asha Sharma’s decision to lower prices (though not back to 2025 levels) this past April, coinciding with the announcement that future Call of Duty titles would no longer be included in the service.

Over the years, Xbox Game Pass has seen a notable decline in its appeal. Initially celebrated for its affordability and a robust library of desirable games, it has gradually lost some of its luster due to ongoing price increases and a slower influx of enticing titles. While it continues to add solid new games each month, it has yet to regain the popularity it once enjoyed when it was a primary reason to own an Xbox, largely due to its pricing structure.