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Summary:

Microsoft‘s Xbox 360 game console already has a huge install base, a wide variety of content and engaged users. And now, according to an article in the New York Times, Microsoft is in talks with Disney to bring some live video content from ESPN to the […]

Microsoft‘s Xbox 360 game console already has a huge install base, a wide variety of content and engaged users. And now, according to an article in the New York Times, Microsoft is in talks with Disney to bring some live video content from ESPN to the gaming platform. So what’s to stop it from becoming a virtual cable operator?

Microsoft has already shown that it can deliver a live and on-demand offering, as seen through its deal to bring programming from UK satellite operator Sky onto the Xbox. The Sky Player on Xbox 360 offers the same electronic program guide and live content that’s available through a Sky set-top box. And Microsoft has been working with AT&T to enable its U-verse subscribers to use their Xbox gaming consoles as a set-top box.

So it’s possible that Microsoft could launch a live, multichannel video service on the Xbox platform. But is it likely?

Let’s start by looking at the potential audience. Microsoft has a pretty large install base, with more than 39 million Xbox 360s sold to date. About half of those consoles are hooked up to Microsoft’s Xbox Live service, through which users can play multiplayer games, watch movies from Netflix or purchase or rent movies through Microsoft’s own online video store. According to the NYT article, the Xbox Live service regularly reaches about a million concurrent users, and topped 2.2 million at one point during the holiday break. That’s a pretty large number, but it’s worth noting that most of those users were signed in and using the service to play games, not necessarily watching video.

But would Microsoft risk alienating its service provider partners? The company is currently working with AT&T on integrating U-verse controls into the Xbox 360 — but would it want to then go up against AT&T by offering competing over-the-top-delivered programming? Would it scuttle its deal with Sky by coming up with a live video offering of its own in the UK?

Microsoft isn’t the only company looking at providing an over-the-top subscription video service direct to consumers; according to a report in the Wall Street Journal last year, Apple has been in talks with companies like Disney and CBS to get content that it could charge a subscription fee for users to access. But while Apple has a relatively small base of consumers that have bought its Apple TV Internet set-top box, the Xbox has a much wider footprint.

For now, it seems an Xbox live video service might be a while off; to be sure, one source told the NYT a deal wasn’t imminent. Even so, ESPN is a good first choice for content partner, as consumers have shown time and again that live events — and live sporting events especially — are of strong interest and help to drive new business models.

Related GigaOM Pro Research:

  1. If Microsoft set up a subscription plan that was $10 – $20 a month for all you can eat premium content (including sports) I could see myself using it as a cable provider, but as long as they keep requiring an Xbox Live subscription in order to get that content, it’s a no go for me. It’d be one thing if I liked being insulted and beat up on when playing video games, but since I have no interest in connecting with a bunch of rowdy teenagers who have a lot more time to dedicate to perfecting their gaming skills, it creates a poor customer service experience. I don’t mind the subscription fee per se, but to require a gaming subscription for those of us who want video just isn’t all that appealing.

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  2. XBox Live Gold is broken up into four zones, one of which is
    “Family
    You want a zone you and your kids can enjoy. No mature language, no intimidation, no super-competitive egos. In short, fun for the whole family!”

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  3. As much as I would like to see that happen (for any and all game consoles) I fear that the telcom companies that control a large portion of the ISP and digital tv markets will kill that for most people. A $20/month all-you-can eat package from Microsoft on top of a $60/month internet package plus the extra costs if you go over your bandwidth cap for the month is too much.

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  4. If the Xbox 360 weren’t so NOISEY I might be inclined to want it to replace my cable box. But until then… NO. Same reason why I still have a DVD player despite the 360 being capable of playing DVDs. Too damn noisey!

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  5. “But would Microsoft risk alienating its service provider partners?” Looks like they are already trying to make nice

    http://www.engadget.com/2010/01/20/microsoft-has-atandts-back-sues-tivo-for-patent-infringement/

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  6. [...] bringing video downloads and streaming services to their consoles, with the Xbox 360 now even expanding to live video streaming. Nintendo, on the other hand, has been slow to react. It initially only planed to bring [...]

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  7. catalinsadagurschi Wednesday, January 27, 2010

    This is a very good move to differentiate from competitors like Wii and PS3. And also hits a very large market if we look at the stats: 36 million units have been sold in the US. So 36 million people will be able to access this service instantly. Have a look at this article too: http://www.thehdstandard.com/hardwaresoftware-solutions-for-streaming/espn-streaming-on-xbox/

    Catalin
    Professional Streaming Consultant

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  8. [...] videos in 1080p since late last year, and the New York Times reported in January that company is in negotiations to bring live content from Disney and ESPN to the [...]

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  9. [...] That shows that people have been perceptive to competing offers, be it from Dish or a telco provider — and more might be willing to jump the ship if they receive the programming they want online. A potential sleeping giant in this context are game consoles, which 41 percent of all U.S. TV households own. Netflix recently started to stream its Watch Instantly catalog to the Wii, and Microsoft is reportedly in talks to bring both scripted content and live sports to the Xbox. [...]

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  10. [...] comes as the company is trying to position the Xbox 360 not just as a gaming console, but as a digital media hub. As a result, Microsoft was one of the first consumer electronics companies to add Netflix [...]

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  11. [...] In that same interview, McGill points to Xbox Live as being “a phenomenal heart within the Xbox 360″ that’s transformed into a service that supports both gaming and broader entertainment. Xbox Live recently announced an exclusive partnership with ESPN to broadcast more than 3,500 live sporting events to Xbox Gold subscribers; with that, and other potential live programming on deck, it’s not hard to imagine a future where an Xbox isa suitable replacement for your cable box. [...]

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