Xbox Live is now used more for watching television shows and movies online than playing games.
"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," Yusuf Mehdi, head of Xbox marketing, told the Los Angeles Times.
Just over half the amount of time spent online through Xbox 360 is spent on entertainment. Households spend an average of 84 hours a month on Xbox Live total, a 30 percent increase from last year.
Microsoft today launched Comcast XFINITY TV, HBO GO and MLB.TV through its Xbox Live service.