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Microsoft admits Game Pass price hike drove away "millions" of subscribers

Who could have seen this coming?
Facepalm: If there's a sure way to lose a huge number of subscribers to your successful service, it's implementing a massive price hike. It seems Microsoft was unaware of this obvious fact when it increased Game Pass prices last year, only now admitting that "millions" of people left as a result. It wasn't long before Microsoft reversed this (under new leadership), lowering prices closer to their original levels.
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Microsoft says Xbox Game Pass is profitable – and about to cost a lot more

Ultimate jumps to $29.99 a month as PC Game Pass also gets a steep increase
Bottom line: Microsoft's gamble on gaming subscriptions has reached a turning point. Xbox Game Pass, once an ambitious bet on a Netflix-for-games model, is now officially in the black, pulling in billions. But as it proves sustainable, Microsoft is also restructuring the service and making its priciest tier far more expensive. The shift signals more than just a new billing structure... it's a test of whether players will accept higher costs in exchange for bigger libraries and premium perks.