It appears that Microsoft is gearing up to launch the Xbox cloud gaming app on LG's webOS-based Smart TVs. It will reportedly also increase bitrates to improve video quality.
To support the launch of Call of Duty on Xbox cloud gaming and to enable streaming of your purchased games, Microsoft is seemingly planning to expand the availability of the Xbox app, which is used to stream Xbox games over the internet – no console required.

Xbox cloud gaming webOS references. Photo: RedPHX on X
Digging through the code of the Xbox cloud gaming website, X user RedPHX found references to LG's webOS TV platform, in addition to Samsung's Tizen TV platform, which already offers the Xbox app.
Microsoft recently expanded the Xbox app to select FireTV sticks but has not commented officially on plans for wider availability on Smart TVs. The app is still missing on TV platforms such as Apple TV (tvOS), Android TV (Google TV), LG webOS and Roku.
Stream your own games
The Xbox app will soon let you "stream your own games", meaning the games you have purchased in addition to the games included with the Xbox Game Pass subscription.

The upcoming 'Stream you own games' option in the Xbox app. Photo: RedPHX on X
Some people are already seeing the option, which would effectively let you buy a game and start playing immediately, although in reduced video/audio quality compared to the downloaded version of the game.
It is believed to launch publicly next month, although not all games will be supported.
Higher bitrates, cloud controllers
Xbox cloud gaming is currently limited to 1080p and 60fps at up to 15 Mbps, limiting video quality and increasing latency. Nvidia's GeForce Now offers significantly higher resolution and frame rates.
In a new report, The Verge claims that Microsoft is planning to increase streaming bitrates for improved video quality.
In addition, Microsoft is apparently working on direct-to-cloud controller support, meaning that the controller connects to the cloud instead of your device, reducing latency. This was one of the original innovations of the now-defunct Google Stadia.
All these rumors circulating suggest that Microsoft is preparing to take the next big step with Xbox cloud gaming, which has so far not very successful, despite the significant potential.
- Source: X, The Verge