Achievements are changing on the new Xbox One. They might be changing even more than we realise though, if a Microsoft patent application for TV achievements ever actually comes to fruition. Yes, according to a report on GI.biz, last November Microsoft applied for a patent aimed at giving you achievements for watching TV.
"Television viewing tends to be a passive experience for a viewer, without many opportunities for the viewer to engage or have interactive experiences with the presented content," the application's description reads. "To increase interactive viewing and encourage a user to watch one or more particular items of video content, awards and achievements may be tied to those items of video content."
That last sentence is the kicker, Microsoft obviously hoping to use achievements as a carrot, with sponsored content the stick.
Some other rewards beyond just a score are mentioned, such as "new clothes and props for an avatar, virtual money for a game, or even physical rewards."