Microsoft beating Apple and Google in TV, says analyst

A new report by Forrester Research analyst  James McQuivey claims Microsoft is beating both Apple and Google in the battle for streaming services and hardware in the television market.

The report, according to the New York Times, says Microsoft's Xbox platform has a substantial lead over Apple TV and Google TV, based on McQuivey's metrics. Two of the metrics McQuivey used to reach this verdict are the library of content available to users and the amount of time spent watching that content. McQuivey states those metrics indicate a Microsoft dominance in the television space:

Using those metrics, Microsoft is in the lead, offering everything that matters: a growing content library, a convenient engagement path for millions of existing Xbox 360 owners, and a growing ecosystem of partners and developers eager to exploit the platform for their own purposes.

About half of the 66 million Xboxes sold worldwide are connected to the Internet, McQuivey estimates in the report. Microsoft currently offers numerous television and video services through its Xbox Live platform, including Verizon FiOS, HBO Go, Comcast Infinity, Netflix and Hulu, among others.

Apple is rumored to be working on a television, which could launch in 2014, although the same source that confirmed the television was in production later denied making those statements.

McQuivey also has a suggestion for the continued success of Microsoft's television services, saying the company should open it up to more developers to increase the gap between itself, Apple and Google. "If Microsoft understands what they’re sitting on, they will open that platform," McQuivey told the New York Times in an interview. 

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22 Comments

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yes they should open the xbox and allow anybody to make apps for it. but MSFT would never do that because the only time they see a market is when apple/google are miles ahead of them....then they get it.

MSFT: dumb to the core.

Also lets not forget that Microsoft really dosent undetstand basic maths. Divide the US population by global population and you get around 5%, but microsoft continues to treat the other 95% like we dont matter.

MSFT: dumb to the core.[/quote]

Ricardo Dawkins said,
Xbox 360 as replacement for cable and over the air TV....yes i'm doing it since 3 months ago.

signed 3 months old Xbox user.

Do you mean just doing Hulu, Neflix, etc via XBL?

seebaran said,

Do you mean just doing Hulu, Neflix, etc via XBL?

Considering they mention "over the air TV", I would assume their Apps might also include VIOS from Verizon or other content providers that their Apps turn the XBox 360 into a DVR live HD Box, with on demand, and Live content.

Right now there is enough content on just XBL with Netflix and Hulu and a few others, including their subscriptions, that for under $20-30 it is more content and far cheaper than even 'basic' content packages from cable companies.

Yep, I can't believe how poor other offerings are in the media space. I think the only thing that beats Microsoft is XBMC.

Microsoft should be even further ahead if they really went for it,, they have practically no competition. Nobody seems interested in offering as many streaming services as possible, only a selection, Apple TV is a joke in that department, perhaps not an interest as they want to push iTunes though.

Still think the Xbox is a little on the bulky and noisy side to appeal to the masses and that Gold fee which will probably be a barrier to getting a huge amount of users but time will tell, it's lasted this long.

Magallanes said,
This analyst is doing a 1-1 conversion, assuming that every xbox 360 is used for digital-tv purposes.

:-/

And did you look at the numbers? Very few XBox 360s are NOT used for Video/Music content. Whether it is a user renting shows/movies or even just a Netflix account, which DEBUTED on the XBox 360, for people that think things have always been this easily accessible. (Prior to Microsoft building the Netflix support for XBox 360, content Apps and HD content streaming was limited to the XBox Live video market (which was essentially Zune under a separate branding.)

With the latest revisions to the XBox 360 SDK, it has expanded to provide easily added marketbased content Apps, like HBO to Go, and many other services, that is growing.

Sure the tie ins to a few cable/fiber TV providers also helps, as it becomes another HD digital On Demand/Live Box as well, which is a nice bonus for users that have an XBox 360 or for a few more $$ like the interface and really like the interface when paired with Kinect, that is beyond the UI and usability of any other technology.

Licensing and other issues have been a problem with Sony and others fighting to keep Microsoft out of the media device business, as Sony Pictures has a lot more say in the world than Sony's gaming division, and has influence with other content providers as well.

Honestly Microsoft could be alot further. Media Center has always been better than anything else out there, but Microsoft never put their full might behind it. They don't really trumpet the ability to stream videos from your PC to your Xbox either. Kinect controls and tech should have been built-in to every TV after it debuted. It would be so much easier to say mute volume, channel XX, or TV off, than trying to find the remote control under the couch.

People don't give Microsoft enough credit with the tech they come up with, their marketing sadly still sucks.

macrosslover said,
Honestly Microsoft could be alot further. Media Center has always been better than anything else out there, but Microsoft never put their full might behind it. They don't really trumpet the ability to stream videos from your PC to your Xbox either. Kinect controls and tech should have been built-in to every TV after it debuted. It would be so much easier to say mute volume, channel XX, or TV off, than trying to find the remote control under the couch.

People don't give Microsoft enough credit with the tech they come up with, their marketing sadly still sucks.

Microsoft TRIED to get Media Center into the market many times, from variations on WinCE to even inexpensive licensing of the full NT version.

This has been something that the anti-trust rulings killed off once, and again in the Vista era, the Media Center revamp was cut down by providers being burned by other external interface technologies, like from TiVo.

DirecTV for example had a full media center based receiver in testing, and dumped it because of fears and pressure from anti-Microsoft partners like Sony and Motorola that hold a lot of power in terms of codec usage.

Microsoft created a full App API set for Media Center that is still hardly used, as Hulu and other content providers ignore it and recreate all the functionality, which is just weird to say the least. Even Netflix needs to update their Media Center App, as I see they recently updated their Web Based silverlight App to act more like the XBox 360 App with Metro features.

Microsoft fought hard to get Media Center in more hands and in boxes and even work with network/sever based tuners to promote it as a whole home solution, but between the technology politics, and the legal issues and trepidation, it hasn't happened. Windows 8 has potential as well, as it is easier than Google TV and can be navigated with hand gestures or a mouse rather easily, like the XBox 360.

There are still a lot Media Center users that live by it, being one of the few complete and fully legal solutions for home users to record content and easily watch around the home and also sync shows and movies to their ZuneHDs and WP7 devices easily and even automatically.

This should require too much reasoning to deduce really. LOL But here's hoping that Microsoft continues to move the console towards a living room box with the next console. Maybe Bluray, support for things like DirectTV, etc. I think most people would prefer a single box if they can do so...

M_Lyons10 said,
This should require too much reasoning to deduce really. LOL But here's hoping that Microsoft continues to move the console towards a living room box with the next console. Maybe Bluray, support for things like DirectTV, etc. I think most people would prefer a single box if they can do so...

dont think the next xbox will have bluray.. they are going to want to be able to make it as cheap as possible and everyone knows that disks are on their way out for online content.. That is how they will always beat sony because sony needs to have a bluray player because its their entire business..

Lachlan said,

dont think the next xbox will have bluray.. they are going to want to be able to make it as cheap as possible and everyone knows that disks are on their way out for online content.. That is how they will always beat sony because sony needs to have a bluray player because its their entire business..

I think the next xbox will have a bd drive but at the same time we'll see a cheaper 360 that's just for media and the casual arcade game minus the dvd drive etc. There was that rumor 2-3 weeks ago about this, it'd just be sold as a lower end media player of sorts. For people who don't care about hardcore gaming etc.

I can easily see the 360 put into that role going forward once the next Xbox hits the market. MS has seen what sony has done with the PS2 and they'll do the same I'm sure.

Not that I own a console or have any interest in "smart" TV, but logically, it's easy to see how someone would rather buy a box for their current TV than re-buy their TV yet again, after doing it 100 times for Digital, HD, 3D, etc... and now "Smart" and "4k" is coming... You'd think large screens were cheap or something.

funkydude said,
Not that I own a console or have any interest in "smart" TV, but logically, it's easy to see how someone would rather buy a box for their current TV than re-buy their TV yet again, after doing it 100 times for Digital, HD, 3D, etc... and now "Smart" and "4k" is coming... You'd think large screens were cheap or something.

Absolutely. I agree 1000%.

funkydude said,
Not that I own a console or have any interest in "smart" TV, but logically, it's easy to see how someone would rather buy a box for their current TV than re-buy their TV yet again, after doing it 100 times for Digital, HD, 3D, etc... and now "Smart" and "4k" is coming... You'd think large screens were cheap or something.

but then on the other side.. If you were buying a tv just because you needed one.. would you buy the box on the side with a tv or the tv with it built right in? Most consumers I think would want the tv that can play netflix or something like that without that extra box..

Lachlan said,

but then on the other side.. If you were buying a tv just because you needed one.. would you buy the box on the side with a tv or the tv with it built right in? Most consumers I think would want the tv that can play netflix or something like that without that extra box..

I agree because it's an "added extra" but that would match up with this article as that kind of growth would be at a slow, standard pace.

Lachlan said,

but then on the other side.. If you were buying a tv just because you needed one.. would you buy the box on the side with a tv or the tv with it built right in? Most consumers I think would want the tv that can play netflix or something like that without that extra box..

Both is also popular, with the ability to change out the Box easily, moving from Roku type devices to an XBox.

A lot of people in the past few years have bought internet enabled TVs with Hulu, Netflix, etc Apps, and yet they still have to fight with an extra box for Digital TV from most providers, or simply prefer the usability of the XBox 360 with Kinect for Movies and TV over fumbling with a remote.