Your living room television is becoming one of the most important sites in the next big consumer platform battle — a battle that Microsoft is winning, according to research firm Forrester.
James McQuivey, a Forrester analyst, writes in his blog:
The TV battle is important for reasons you already know: TV consumes more time than anything else and it generates annual revenues from $140 to $160 billion each year in the US alone.
But the stakes of the battle have risen sharply. The fight over the TV is really a fight over the next massive consumer platform that is coming up for grabs.
Microsoft has more than 70 million Xbox consoles in households worldwide and its Xbox 360 is the most-watched Internet-connected TV device in the U.S., McQuivey notes, adding that, with so many consoles in households, “Microsoft can rapidly drive new video services into tens of millions of households.”
He found that, currently, 32 million U.S. households watch online video on a TV set, up from 25 million last year — many of them via a game console, especially the Xbox 360. More people use a game console to watch online video than use a set-top box that connects the TV to the Internet such Roku or Apple TV, he said.
McQuivey’s full report can be found here (fee required).