AMSTERDAM — XBox LIVE, built as video game platform, has become more popular for video consumption of television and films than gaming for users in markets where daily consumption has reached as high as three hours a day, says Rohan Oomen, GM of Microsoft’s Xbox LIVE for EAMEA, in this interview with Beet.TV

He did not name these specific markets, which are outside of the United States.

Also in the interview, he spoke about consumption of the Olympics on the Xbox along with the company’s efforts around interactive advertising on the popular console which has 40 million active users, he says.

We spoke with him after his session on the first day of the IBC conference here.

Andy Plesser