Xbox 360 users now spend more time consuming movies, TV shows and music online than they do playing games, according to Microsoft.
Xbox marketing boss Yusuf Mehdi told the LA Times that Xbox 360 owners spend an average of 84 hours a month using Xbox Live services, up 30 per cent from a year ago, and that just over half of that time is spent on videos and music.
"What we're seeing is that people are turning on the Xbox to play games and then keeping it on afterwards to get other types of entertainment," he said.
The number of people using entertainment apps on Xbox 360 increased significantly in December after Microsoft launched the console’s Metro dashboard update, which brought a renewed focus on external video content. Microsoft said in January that the number of hours of video watched globally on Xbox 360 in 2011 rose 140 per cent year on year.
New entertainment apps to hit Xbox Live over the past month include HBO Go in the US and BBC iPlayer in the UK, bringing the total number of music, television and movie services available on the console to 36.