Microsoft and BSkyB have reached an agreement that will bring both live programming and on-demand content to Xbox 360 Live users in the United Kingdom and Ireland.
Both companies are trying to improve their reach, so a deal to bring Sky content to Xbox 360 gamers makes sense. Partnering with Microsoft will open up new monetary streams for Sky, with the company already embracing content sharing through set-top boxes and PCs.
"Our customers have told us that they want the opportunity to use their consoles as a way to access TV and once again Xbox 360 has pulled off an entertainment first with amazing content and rich entertainment experience," according to Neil Thompson, Xbox UK and Ireland executive.
The Xbox 360 Sky Player will launch this fall, with multiple subscription packages available depending on what each console owner hopes to receive.
Microsoft announced earlier in the week that it has sold more than 30 million Xbox 360 units, with 20 million active Xbox Live members. It's possible there are around 3 million Xbox Live users living in the UK, though Microsoft hasn't confirmed this number.
Even though the Sony PlayStation 3 has a built-in Blu-ray player -- and Microsoft's efforts with HD DVD proved futile -- the company always said it would focus on streaming content instead of relying on a physical format.
Sky currently has 9.3 million subscribers in the UK, and hopes to reach 10 million -- with the help of Xbox 360 owners -- before 2011, the company said in a statement.
