Rising Costs Drive Over 40% of Game Subscription Cancellations, Circana Data Shows

More than 40% of people cancelling Xbox Game Pass, PlayStation Plus, and Nintendo Switch Online subscriptions cite rising costs as a primary reason, according to new survey data from Circana.

The data shows cost is becoming a stronger driver of US cancellations across Xbox Game Pass Essential, PS Plus Essential, and Nintendo Switch Online. Senior director and video game analyst Mat Piscatella clarified that the findings do not indicate an increase in overall cancellation rates, but rather reflect why existing cancellers are leaving.

Fifty percent of players who recently cancelled their Nintendo Switch Online subscription said they couldn't justify the cost within their budget but liked the service, up from 40% earlier in the year. For Xbox Game Pass Essential and PS Plus Essential, that figure rose from 37% in Q1 to 40% now.

Xbox reduced the price of its top-end Game Pass subscription in April but confirmed the service would no longer include new Call of Duty releases on day of release, admitting the service had become too expensive for too many players. All three console makers have also raised hardware prices this year, citing broad market conditions.

In July, Xbox began testing ad-supported game streaming, with ads shown before each session while core gameplay remains unchanged. The company said it introduced ads to give more people more affordable ways to play. Last week, Xbox confirmed it was introducing monthly cloud gaming limits for Game Pass subscribers, beginning in November 2026, as part of CEO Asha Sharma's plan to focus on efficiency and affordability alongside performance.