Microsoft lost millions of Xbox Game Pass subscribers following a price increase in October 2025. The service's monthly price rose by 50% during that period.
Xbox Chief Strategy Officer Matthew Ball confirmed the figures at The Game Business Live event on June 8, 2026. The announcement quantifies a previously reported eight-month decline for the flagship service.
Xbox CEO Asha Sharma reduced the monthly price in April 2026 to stabilize the platform. Internal communications from Sharma indicate that subscriber acquisition and retention have improved since the price cut.