According to Microsoft's corporate communications Vice President Frank Shaw, 40 percent of all Xbox Live activity is non-gaming. Discussing the evolution of the platform as an entertainment brand rather than a pure gaming console - a theme that will be emphasized through the company’s E3 press event later this month - Shaw mentioned how much Xbox Live users are using the system for non-gaming entertainment such as music and movies.
He says that Microsoft MS intends to market Xbox 360 more "as an entertainment brand this year." Microsoft claims that it is seeing 30 hours of video consumption per month per system.
"[For millions] Xbox is the gateway to games, music, movies and TV shows - in short, it is central to entertainment, said Shaw. " And this is true for Microsoft as well. Put simply, Xbox = entertainment and is core to our entertainment strategy. Around the world, the Xbox connects more people to online content and communities through the largest screen in the house than any other device."
"The vision for Xbox is straightforward: All of the entertainment you want. With the people you care about, made easy," adds Shaw. "That is why we've baked social directly into the experience with Xbox Live - connecting gamers, friends and families across the globe. That is why you'll see Xbox marketed more as an entertainment brand this year."
Microsoft's 90-minute E3 press conference will air live on Spike TV, Xbox.com, and the Microsoft News Center next Monday.