Xbox has recently revealed a new collaboration with TV manufacturer Hisense to introduce its cloud streaming service to Hisense TV operating systems. This partnership will allow owners of Hisense TVs to access Xbox Cloud Streaming and play Xbox games without needing to purchase the console.
Microsoft expressed their vision of ensuring games, community, and achievements are always accessible. The addition of the Xbox app to select Hisense and V homeOS-powered TVs is a step toward making gaming available on a wide range of devices, meeting players wherever they choose to play.
Despite the announcement, Microsoft mentioned that the integration with Hisense TVs will not be immediate. More details are expected to be provided “in the coming months,” so it is advised not to rush into buying a Hisense TV solely for Xbox Cloud Streaming at this time.
There is no information available yet regarding which models of Hisense TVs will be compatible with the app. Xbox Cloud Streaming necessitates a certain level of hardware capability for smooth game streaming and the ability to connect to a Bluetooth controller.
Samsung was the first TV manufacturer to embrace Xbox Cloud Gaming, enabling certain TV models to stream Xbox games without requiring a connected console.
While an Xbox console is not necessary for streaming, players will need an active subscription to Xbox Game Pass Ultimate to utilize the service. Game streaming will be limited to titles available on Xbox Game Pass unless players opt to buy games separately from the Xbox Store.
This move aligns with Xbox’s strategy to move beyond traditional physical consoles. This initiative began in late 2024 when Microsoft adopted the tagline ‘This is an Xbox,’ indicating that Xbox games are accessible on various devices such as phones, tablets, TVs, and portable PCs.
Earlier this year, Xbox introduced its portable Xbox console, the Xbox ROG Ally, but details on its commercial performance are currently scarce.
Typically, console sales do not generate significant profits for manufacturers. The focus is more on engaging players in an ecosystem where they can spend on games, microtransactions, and other content.
Microsoft is emphasizing Xbox Game Pass as a means to access Xbox Cloud Gaming, priced at £22.99 per month. This subscription-based model is more financially rewarding for Microsoft compared to selling individual consoles.
Xbox console sales have declined notably compared to PlayStation 5, with industry analyst Christopher Dring reporting a 39% decrease in the UK in 2025, marking Xbox’s poorest year for console sales.
With a shift away from physical consoles, Xbox sees its future in game streaming. The early adoption of this technology by Samsung and Hisense suggests that other TV manufacturers may follow suit soon.