As we all know, Xbox has a new CEO in Asha Sharma, and as we also likely know by now, the company has undergone a noticeable reset. From leadership reshuffles to rebranding itself as XBOX, there has been no shortage of changes over the past few months, all of which have been positive.
Now, somewhat surprisingly, political research company YouGov has taken a closer look at XBOX's recent performance among gamers in the U.S..
Using metrics such as Buzz score, which measures whether people are hearing positive or negative things about a brand, and Word of Mouth (WOM) Exposure, which tracks how many people are talking about it, YouGov's data offers an interesting look at how gamers are responding to Xbox's new direction. So, let's take a look at what they found.
Firstly, let's go over Xbox's Buzz score. Back in February 2026, Xbox had a Buzz score of 8.5 points, and since Sharma took over, that figure has climbed to 20 points as of May, reaching a high of 21.8 points during the period.
It's interesting to see such a sharp increase. While YouGov notes that the growth wasn't entirely linear, it's still impressive to see so much positive buzz being generated around Xbox, especially as things seemed so bleak for so long.
Moving on to WOM Exposure, Xbox started February 2026 at 15.6 points and was sitting at 18.5 points around the time Sharma was appointed. Since then, the brand has reached a high of 23.6 points before settling at 22.1 points.
At the very least, this shows that Xbox is being discussed more among U.S. gamers, and that's a good thing. With Game Pass decreasing in price, and it recently being revealed that the move has helped improve retention, it's perhaps no surprise that WOM Exposure has improved recently.
Alongside improvements to Xbox's Buzz score and WOM Exposure, YouGov's data also shows that overall perceptions of the brand are improving. The company's Index score, which measures overall brand health, has been on the rise since Sharma took over, suggesting gamers are beginning to view Xbox more favorably.
That Index score is made up of six separate metrics: Impression, Quality, Value, Satisfaction, Recommend, and Reputation. Improvements across those areas paint a positive picture for Xbox, particularly as the company continues rolling out changes under its new leadership.
Lastly, YouGov also tracks Value and Satisfaction scores. Value measures whether consumers believe a brand offers good value for money, while Satisfaction measures how happy existing customers are with their experience. Since Sharma took over at Xbox, both metrics have increased noticeably, suggesting gamers are responding positively to the company's recent moves.
As YouGov puts it:
"For XBOX, the early signs are encouraging. The brand is being talked about more positively, its value proposition appears stronger, and more PC and console gamers now say they would consider it."
As for me, I'm certainly starting to view Xbox more positively, and clearly I'm not alone. That said, I still think there's work to be done, particularly when it comes to rebuilding trust and then delivering on what that trust brings with it.
But what about you? Are you feeling more positive about Xbox lately, or do you think the company still has a long way to go?
Let me know in the comments, and be sure to take part in our poll below:
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