Who is opting for Game Pass, PS Plus, and Nintendo Switch Online, and what drives their decisions

Earlier this year, Ubisoft disclosed that ten percent of its Ubisoft+ subscribers are entirely new to the company's games.

This data indicates that some gamers might be using the subscription service as a way to test or rent games before unsubscribing. In October, the company experienced a peak in subscriptions, likely due to the release of Assassin's Creed Mirage.

Although specific numbers were not disclosed, the data implies that Ubisoft+ has managed to attract new users, even if it hasn't significantly impacted the overall gaming industry.

This led to collaboration with Newzoo to gain deeper insights into the demographics and motivations behind these subscriptions.

According to Newzoo's Global Gamer Study, most subscribers from Western regions, including North America, Europe, and Australasia, are men (62%) aged between 21 and 35 (42%).

These core gamers, as identified by Newzoo, are people who consider gaming more than just a pastime. Fifty-two percent of subscribers see video games as their favorite hobby. Additionally, 34% spend more than six hours weekly on console games, and 32% dedicate the same time to PC games.

Generally, individuals who subscribe to these services were already moderate spenders on PC and console games, typically spending between $5 to $25 each month.

A notable finding is the higher income level among subscribers, with 43% having higher earnings compared to 34% of non-subscribers. In the United States, a higher income is defined as earning over $100,000 annually.

Although cost savings seem to be an essential consideration, it doesn't appear to be the principal reason for subscribing to services like Xbox Game Pass or PlayStation Plus.

Interestingly, Newzoo's data suggests that "discounts or cost savings" is not uniquely motivating for low-income gamers (31%) compared to high-income gamers (also 31%). For low-income gamers, defined as those earning under $50,000 a year, cost savings share the number one motivation slot with "enjoying multiplayer features and online gaming."

For both middle- and higher-income subscribers (earning between $50,000 and $100,000 for middle-income and over $100,000 for high-income), the top reason is the convenience of trying out new games without having to purchase them. Thirty-five percent of mid-income gamers and 38% of high-income gamers cite this as a key motivator, compared to 30% of low-income gamers.

Most popular reason for subscribing by income level

Note: Rank is out of 10 reasons in total.

*Tied with “discounts or cost savings” for #1 rank.