Though Apple and Google's TV efforts receive more headlines (I, II), Microsoft (MSFT) is quietly...

|About: Microsoft Corporation (MSFT)|By:, SA News Editor

Though Apple and Google's TV efforts receive more headlines (I, II), Microsoft (MSFT) is quietly "winning the war for the living room," says Matt Rosoff, following Redmond's latest Xbox content deals. Microsoft now has over 40M Xbox Live users, and a company exec claims over half of the 84 hours/month the average Live user spends on the service involves watching video and listening to music.