February 4th 2024.
Could Xbox's future lie in television? A reader has a theory that Microsoft may be gearing up to take on major streaming services like Apple TV and Netflix, in addition to their already successful gaming platform.
Personally, I've never been able to hold onto an Xbox for more than a few months. I usually only get one towards the end of a console generation, when they can be found at a discounted price. I've always been fortunate enough to have a Sony and Nintendo console, with the Switch being the best one I've ever owned.
But as an avid gamer, I can't help but wonder about Microsoft's plans for the future. Being the biggest publisher in the West, they have a strong presence in the market, but their console sales have been less successful on a global scale, with a market of 330 million. So, what could their next move be?
In my opinion, it's quite simple. While we may believe that having a physical console under our TVs is essential, the reality is that this audience is limited in Japan, North America, and most of Europe. In the next 10 years, it's possible that digital platforms and cloud-based streaming will dominate the gaming industry. Handheld devices may still be around, but it's difficult to predict the future accurately.
With this in mind, Microsoft may be considering a change of direction. While Amazon has recently acquired MGM and has its own original shows, Netflix remains the dominant streaming service. Currently, Microsoft has little presence in the movie and TV streaming market, especially on a global level. However, they do have a history of involvement with ViacomCBS, the company that owns Nickelodeon and Paramount. It's possible that this could lead to a merger between Warner Bros. and Paramount Global.
Warner Bros. has expressed concerns about global streaming, and while HBO Max is successful in the USA, it has yet to be released in other regions due to existing deals with companies like Sky. In light of this, Microsoft could potentially step in, acquire a large share of Paramount and Warner, and create a gaming and movie streaming service that could compete with Netflix.
With their financial resources, Microsoft has the capability to produce high-quality content, as seen with Apple and Netflix. This would make their platform a must-have for consumers. It's unlikely that Disney+ would merge with another company, but we could see Microsoft, Apple, Disney+, and Netflix dominating the streaming market, with Microsoft having a significant advantage in the gaming sector.
Moreover, as a streaming service, Microsoft could make their platform available on other consoles, and potentially even have a shop where non-subscribers could purchase individual content. This doesn't mean that they will stop producing physical consoles or exploring more powerful hardware options from other companies. They could still sell peripherals, and while the streaming model may not necessarily benefit the owners or creators, it could be a viable direction for the biggest publisher in the West.
Lastly, the cost of producing movies has skyrocketed in recent years, and it's common for multiple studios to fund a single film to mitigate individual risks. However, with only a handful of major players in the industry, this could become more challenging. It's not a future I'm particularly fond of, but it's something we may have to accept as the industry evolves. As we've seen in the past, the entertainment industry tends to consolidate, and it wouldn't be surprising to see a few major players dominating the market in the near future. I haven't mentioned Nintendo because they have a strong brand identity and may choose to have their own dedicated streaming platform and device.
In conclusion, it's possible that Xbox's future lies in television, and Microsoft may be preparing to take on the likes of Apple TV and Netflix. Only time will tell what their next move will be, but it's an exciting time for the gaming industry.
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[Generative AI is experimental.]
