The Xbox 360 already plays host to services like Netflix and Hulu, but Microsoft is reportedly looking to ramp up the content offerings on its Xbox Live service in a big way. Bloomberg is reporting that Microsoft is in talks with nearly two dozen media providers to stream their music, sports, TV programs, and movies on Xbox Live "as soon as next week."

　　Xbox Live's non-game offerings could be in for a significant boost. Two of the biggest names Microsoft has plans for are Comcast and Verizon, both of which will reportedly have their pay television services--Xfinity and Verizon FiOS, respectively--added to Xbox Live. However, users would need to be existing customers of the standard version of those services to add the Xbox 360 capability.

　　Bloomberg names a number of Microsoft's potential partners, including HBO, Bravo, SyFy Channel, Sony Pictures' Crackle streaming service, and Amazon's Lovefilm UK. Representatives with the various companies did not provide comment to Bloomberg. A Microsoft representative told GameSpot the company does not comment on rumors or speculation.