How popular isXbox Game Pass in search?
In September 2026, there were an estimated 1.5M branded searches for Xbox Game Pass worldwide which is down 55.2% over the last 12 months. Xbox Game Pass holds 1.2% estimated Share of Search among online game platforms worldwide and is ranked 5th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Roblox68.9%
Minecraft20.6%
Epic Games7.6%EA1.5%
Xbox Game Pass1.2%
Steam0.17%
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Which online game platforms compete with Xbox Game Pass?
Share of Search by month for Roblox, Minecraft, Epic Games, Xbox Game Pass. The figures are in the table below the chart.
View monthly share of search table
| Month | Roblox | Minecraft | Epic Games | EA | Xbox Game Pass | Steam |
|---|---|---|---|---|---|---|
| Oct 2025 | 70.5% | 17.4% | 7.7% | 1.9% | 2.3% | 0.14% |
| Nov 2025 | 70.4% | 17.4% | 9.5% | 1.3% | 1.3% | 0.17% |
| Dec 2025 | 55.8% | 16.8% | 25.1% | 1% | 1% | 0.2% |
| Jan 2026 | 66.5% | 20% | 10.9% | 1.2% | 1.2% | 0.2% |
| Feb 2026 | 67.9% | 20.4% | 9.1% | 1.2% | 1.2% | 0.2% |
| Mar 2026 | 64.7% | 23.7% | 8.6% | 1.4% | 1.4% | 0.19% |
| Apr 2026 | 69.1% | 20.7% | 7.6% | 1.2% | 1.2% | 0.17% |
| May 2026 | 67.6% | 20.2% | 9% | 1.5% | 1.5% | 0.2% |
| Jun 2026 | 68.8% | 20.6% | 7.6% | 1.5% | 1% | 0.46% |
| Jul 2026 | 64.3% | 23.5% | 8.6% | 1.7% | 1.2% | 0.64% |
| Aug 2026 | 63.3% | 23.2% | 10.3% | 1.7% | 1.1% | 0.34% |
| Sep 2026 | 68.9% | 20.6% | 7.6% | 1.5% | 1.2% | 0.17% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 68.9% | 83.1M | +22.2% | +5.6 points | |
| 2, held 2nd | 20.6% | 24.9M | 0% | -2.5 points | |
| 3, held 3rd | 7.6% | 9.1M | -17.7% | -2.8 points | |
| 4, held 4th | 1.5% | 1.8M | 0% | -0.2 points | |
| 5, held 5th | 1.2% | 1.5M | +23% | +0.1 points | |
| 6, held 6th | 0.17% | 201K | -45.4% | -0.2 points |
1.
Roblox68.9%
Held 1st. 83.1M estimated branded searches, +22.2% vs prior month. Share +5.6 points.
20.6%
Held 2nd. 24.9M estimated branded searches, 0% vs prior month. Share -2.5 points.
7.6%
Held 3rd. 9.1M estimated branded searches, -17.7% vs prior month. Share -2.8 points.
4.
1.5%
Held 4th. 1.8M estimated branded searches, 0% vs prior month. Share -0.2 points.
1.2%
Held 5th. 1.5M estimated branded searches, +23% vs prior month. Share +0.1 points.
6.
Steam0.17%
Held 6th. 201K estimated branded searches, -45.4% vs prior month. Share -0.2 points.
Compare search popularity between Xbox Game Pass and its closest rivals
Every comparison with Xbox Game Pass
5 comparisons
How has branded search demand for Xbox Game Pass changed worldwide over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Xbox Game Pass worldwide fell from 3.4M to 1.5M.
- Across the 12 months ending September 2026, Xbox Game Pass’ estimated Share of Search among online game platforms worldwide decreased from 2.3% to 1.2%.
- Across the 12 months ending September 2026, Xbox Game Pass’ estimated Share of Search among online game platforms worldwide peaked at 2.3% in October 2025 and was lowest at 1% in June 2026.
- Across the 12 months ending September 2026, Xbox Game Pass fell from 4th to 5th among online game platforms worldwide.
How did search popularity change for online game platforms worldwide in September 2026?
5 changes
In September 2026, Roblox gained estimated Share of Search among online game platforms worldwide, from 63.3% to 68.9%.
In September 2026, Epic Games lost estimated Share of Search among online game platforms worldwide, from 10.3% to 7.6%.
In September 2026, Minecraft lost estimated Share of Search among online game platforms worldwide, from 23.2% to 20.6%.
Estimated monthly branded searches for Xbox Game Pass worldwide fell 55.2% over 12 measured months, from 3.4M to 1.5M in September 2026.
Estimated monthly branded searches for EA worldwide fell 33.2% over 12 measured months, from 2.7M to 1.8M in September 2026.
How is Xbox Game Pass measured?
Brandwave collects information about searches that people make online using Xbox Game Pass’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
1 branded search term
- xbox game pass
Who owns Xbox Game Pass?
Xbox Game Pass is owned by 
Microsoft. Brandwave also tracks 
GitHub Actions, GitHub Copilot, 
LinkedIn Ads, Microsoft 365, 
Microsoft Authenticator, Microsoft Bookings, 
Microsoft Designer, Microsoft Dynamics 365, Microsoft Dynamics 365 Business Central, Microsoft Edge, Microsoft Entra, 
Microsoft Forms, Microsoft Power BI, Microsoft PowerPoint, Microsoft Surface, Microsoft Teams, Microsoft Translator, Microsoft Visio, Minecraft, OneDrive, 
OneNote, 
Outlook, Power Automate, Power BI, SharePoint and Xbox, owned by the same company, worldwide.
Do you work for Xbox Game Pass? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Xbox Game Pass your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.