Nearly half of all Xbox Live subscribers average an hour a day or more watching video content, Microsoft has revealed.
According to a report by VG247, Microsoft's COO Kevin Turner revealed that 42 per cent of Xbox Live users watch 30 hours of movie and television content monthly.
Turner added that 40 per cent of Xbox Live subscribers are women – a statistic that lines up with recent studies concerning Live's demographic breakdown.
The company has taken some strong ribbing from the core gamer crowd over its continued push into video content for the digital platform, but the number certainly indicates Microsoft is hitting a sweet spot for a good portion of its customer base.
Microsoft is planning even more content for Xbox Live on Xbox One, as boss Phil Spencer stated earlier this week that a deal with the NFL is just the first in a long line of sports-related interactive programming options to be offered on the upcoming console's service.