Xbox Game Pass is the most well-known video game subscription in the UK. The video game subscription service from Microsoft is recognized by 64 percent of internet respondents, followed by PlayStation Plus which has a brand awareness of 63 percent in United Kingdom. Netflix Games comes on number three in this list, followed by Google Play Pass and Xbox Game Pass Core. For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.
Leading video game subscription services ranked by brand awareness in the United Kingdom in 2025
Characteristic
Share of respondents
Xbox Game Pass
64%
PlayStation Plus
63%
Netflix Games
58%
Google Play Pass
57%
Xbox Game Pass Core
57%
Nintendo Switch Online
51%
PC Game Pass
51%
Amazon Prime Gaming
50%
Apple Arcade
49%
EA Play
46%
Ubisoft+
35%
Amazon Luna
24%
Geforce Now
20%
0%5%10%15%20%25%30%35%40%45%50%55%60%65%70%75%
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During the survey, the question was phrased as follows: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
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Statista. (May 27, 2025). Leading video game subscription services ranked by brand awareness in the United Kingdom in 2025 [Graph]. In Statista. Retrieved June 05, 2025, from https://www.statista.com/statistics/1339918/most-well-known-video-game-subscriptions-in-the-uk/
Statista. "Leading video game subscription services ranked by brand awareness in the United Kingdom in 2025." Chart. May 27, 2025. Statista. Accessed June 05, 2025. https://www.statista.com/statistics/1339918/most-well-known-video-game-subscriptions-in-the-uk/
Statista. (2025). Leading video game subscription services ranked by brand awareness in the United Kingdom in 2025. Statista. Statista Inc.. Accessed: June 05, 2025. https://www.statista.com/statistics/1339918/most-well-known-video-game-subscriptions-in-the-uk/
Statista. "Leading Video Game Subscription Services Ranked by Brand Awareness in The United Kingdom in 2025." Statista, Statista Inc., 27 May 2025, https://www.statista.com/statistics/1339918/most-well-known-video-game-subscriptions-in-the-uk/
Statista, Leading video game subscription services ranked by brand awareness in the United Kingdom in 2025 Statista, https://www.statista.com/statistics/1339918/most-well-known-video-game-subscriptions-in-the-uk/ (last visited June 05, 2025)
Leading video game subscription services ranked by brand awareness in the United Kingdom in 2025 [Graph], Statista, May 27, 2025. [Online]. Available: https://www.statista.com/statistics/1339918/most-well-known-video-game-subscriptions-in-the-uk/
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