The Demographics and Motivations Behind Game Pass, PS Plus, and Nintendo Switch Online Subscriptions

A notable trend emerged earlier this year when Ubisoft reported that approximately one-tenth of its Ubisoft+ subscribers were new to the company's games, suggesting that some gamers use these services to try out or rent games before canceling their subscription. This phenomenon was particularly evident in October when Ubisoft saw a surge in subscribers, likely due to the release of Assassin's Creed Mirage. Although the exact figures were not disclosed, this data indicates that subscription models can attract new customers to specific game developers, even if not necessarily to the gaming industry as a whole. To delve deeper into the demographics and motivations of subscribers, we consulted Newzoo's Global Gamer Study. The study found that subscribers in Western markets, including North America, Europe, and Australasia, are predominantly male (62%) and between the ages of 21 and 35 (42%). As expected, these subscribers are core gamers, with 52% considering gaming their favorite hobby and spending significant amounts of time playing console and PC games. Interestingly, 43% of subscribers have higher income levels compared to non-subscribers (34%), with 'higher income' defined as above $100,000 per year in the US. While cost savings and value are significant motivations for subscribers, they are not the primary drivers. In fact, Newzoo's data suggests that the potential cost savings may not be enough to justify the subscription for those with lower income levels. The study revealed that 'discounts or cost savings compared to buying games separately' is equally motivating for low-income gamers (31%) as it is for high-income gamers (also 31%). For low-income gamers, cost savings and enjoying multiplayer features and online gaming are tied as the top reasons for subscribing. In contrast, mid- and high-income players cite the convenience of trying out new games without buying them individually as their primary motivation, with 35% of mid-income players and 38% of high-income players citing convenience as a key factor.