There was a point in early 2017 where it became clear the XB1 project wasn't working out. Xbox had cancelled projects, closed studios and by 2017 there was a cut in funding to the gaming segment.

Towards the end of that year, Spencer was promoted to the senior leadership team.

Since then, Xbox management have worked to put a strategy in place that revolves around extending the Xbox ecosystem through software, services and hardware. With support right from the top.

It's allowed them to double the number of owned studios + shift focus beyond console.

Old article but shows how Xbox slowly started to put content at the forefront of its strategy in 2017 and then worked to ensure it was accessible to all. https://www.mcvuk.com/business-news/xboxs-spencer-on-booty-promotion-were-going-to-invest-more-in-content/