During a financial analyst meeting yesterday Microsoft revealed that women now made up 40 per cent of the audience for its online service Xbox Live.
"That's a giant change from when we launched our platform," said COO Kevin Turner, as reported by All Things D.
The meeting also revealed what a major part of the business non-gaming entertainment had become for Xbox, with 42 per cent of Xbox Live subscribers watching 30 hours of movie or TV content every month.
Earlier this week Microsoft's Phil Spencer announced that the company was incubating "literally hundreds of ideas" for television through its production team in Los Angeles.
The meeting held no clues as to who would replace departing CEO Steve Ballmer.