Rascasse Audience Intelligence

Xbox Game Pass Target Market in United States

A data profile of the people who buy, follow and care about Xbox Game Pass in United States — modelled from more than twelve digital signal sources. Xbox Game Pass has an estimated audience of 2,466,598 people in United States.

#1210among Brand in United States#246in Games

The average Xbox Game Pass fan in United States is 33.7 years old, more male, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Lille OSC, Xbox Live, Super Smash Bros. Brawl, with strongest over-indexing on Lille OSC (60.27× the country average).

Demographically, the Xbox Game Pass audience skews more male with an average age of 33.7, and over-indexes on personality traits such as Patriotism, Early Adopter Mentality.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Xbox Game Pass fan in United States is more male, around 33.7 years old, with strong Patriotism tendencies and a notable affinity for Lille OSC.

Category: Games · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Xbox Game Pass profile in United States.

Audience size
2.5M
in United States
Gender
36.3%♀
63.7% male
Age
33.7
average years
Country rank
#12031
Brand in United States
Fig. 01

Search interest · 12-month trend

-2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Xbox Game Pass

36.3% are female, 63.7% are male, average age 33.7.

Fig. 02

Gender split

36.3%
Female
63.7%
Male
Demographic split for Xbox Game Pass audience in United States
MetricValue
Female36.3%
Male63.7%
Average age33.7
Estimated audience size2,466,598
Fig. 03

Age distribution

Ø 33.7
average years
Age distribution of the Xbox Game Pass audience in United States
Age bracketShare%
16-1926%
20-2931%
30-3922%
40-4914%
50+8%
Fig. 04

Worldwide distribution

17.2%

of the worldwide Xbox Game Pass audience comes from United States.

Worldwide audience distribution share by country for Xbox Game Pass
CountryShare
United States17.2%
Brazil15.3%
Germany7.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Xbox Game Pass audience in United States is strongest.

Fig. 05

Top regions by affinity

Xbox Game Pass customers by region in United States
#RegionReachAffinity×
01West Virginia~20K1.51×
02Kentucky~40K1.39×
03Oklahoma~40K1.34×
04Arkansas~30K1.33×
05Kansas~20K1.26×
06Indiana~60K1.23×
07Missouri~50K1.23×
08Ohio~90K1.21×
09Tennessee~60K1.18×
10Idaho~10K1.18×
11Alabama~40K1.17×
12Utah~20K1.11×
13Washington~50K1.10×
14North Dakota~6K1.10×
15Iowa~20K1.09×
16South Dakota~6K1.09×
17Michigan~70K1.08×
18Nebraska~10K1.08×
19Oregon~30K1.07×
20Arizona~50K1.05×
21Mississippi~20K1.05×
22Wyoming~4K1.04×
23Alaska~5K1.01×
24North Carolina~70K1.00×
25Louisiana~30K0.99×
26Texas~200K0.98×
27Maine~9K0.98×
28Pennsylvania~80K0.97×
29Georgia~70K0.96×
30South Carolina~40K0.96×
31Nevada~20K0.96×
32Montana~7K0.96×
33Wisconsin~40K0.95×
34New Mexico~10K0.94×
35Colorado~40K0.92×
36Rhode Island~7K0.92×
37Illinois~70K0.89×
38Virginia~50K0.88×
39New Hampshire~9K0.88×
40Florida~100K0.87×
41Minnesota~30K0.87×
42Connecticut~20K0.83×
43Delaware~6K0.83×
44Maryland~40K0.82×
45New York~100K0.76×
46California~200K0.75×
47New Jersey~50K0.71×
48Massachusetts~30K0.69×
49Hawaii~6K0.56×
50Washington, District of Columbia~4K0.54×
Fig. 06

Affinity by region

Affinity by region — Xbox Game Pass, United States
0.54×1.00×1.51×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Xbox Game Pass audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Xbox Game Pass audience
#·InterestCategoryAffinity×
01Lille OSCSports60.27×
02UEFA Women's ChampionshipSports32.82×
03Super Smash Bros. BrawlGames31.66×
04OMG (eSports)Sports26.89×
05Real BetisSports23.27×
06Xbox LiveGames19.50×
07PlayStation VitaGames18.12×
08PlayStation VRGames16.77×
09Devil May CryGames15.34×
10PlayStation StoreGames14.97×
11Final Fantasy XIVGames12.05×
12PlayStation NetworkGames11.53×
13Polygon (website)Games11.42×
14Mario KartGames11.25×
15Monster HunterGames9.11×
16XboxGames6.22×
17GameStopGames4.64×
18Game consolesTechnology & Electronics2.98×
19FIFA World Cup 2026Sports1.53×
20MoviesMovies & TV1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Xbox Game Pass audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Xbox Game Pass audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.28×
Early Adopter MentalityPOWER1.24×
Social Media UsageJOY1.16×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Xbox Game Pass audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.60×
CreativityOPEN0.71×
TravellingTHRILL0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Xbox Game Pass's target market in United States?

Xbox Game Pass's target market in United States covers an estimated 2,466,598 people, concentrated in Texas and California.

02

What is the gender split and age of Xbox Game Pass customers?

36.3% of the Xbox Game Pass audience are female, 63.7% are male, with an average age of 33.7 years.

03

Which brands do Xbox Game Pass fans like most?

Xbox Game Pass fans show strongest brand affinity for Lille OSC (60.27×), Xbox Live (19.5×), and Super Smash Bros. Brawl (31.66×) over the country average.

04

Where do Xbox Game Pass fans live in United States?

Xbox Game Pass fans in United States are most concentrated in Texas (reach ~200K), California (reach ~200K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Xbox Game Pass fans also like?

Beyond Xbox Game Pass itself, the audience over-indexes on Xbox Live (19.5×), Super Smash Bros. Brawl (31.66×), PlayStation Store (14.97×), and Xbox (6.22×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Games audiences in United States

See Xbox Game Pass audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Xbox Game Pass. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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