AT&T Watch TV is part of a broader effort by AT&T to turn its subscription services into a one-stop shop for consumers: get all your entertainment and your mobile data in one place.

Apple's keynote presentation at the company's Worldwide Developer's Conference last week was, as usual, chock full of news for fans of the tech giant. Somewhat lost in the news about augmented reality and new operating systems was a subtle tweak to software-and a new partnership-that attests to the future of pay-TV's streaming future.

The deal, which starts next year and runs through 2030, will feature a new dedicated, golf-centric, over-the-top video service.

The company's staggering growth suggests that its model is working-without ads. Last week, Netflix surpassed Comcast-and briefly surpassed The Walt Disney Company-in market cap, becoming the most valuable media company in the world.

While there was the usual celebration of linear TV, and the de rigueur embrace of data and targeting, there was another trend that permeated the presentations last week: streaming video.

As the major TV networks host their annual upfront presentations for advertisers and agencies this week, there is sure to be a recurring theme: subtle (and not so subtle) jabs at technology giants like Google and Facebook.

"We break the linear consumption [of sports] into small bites of what is happening now, and creatively package it in new ways," says Heed CEO Danna Rabin.

This year's NewFront presentations are streamlined from years past, with far fewer companies presenting, and all participating events taking place this week (with another set of presentations planned for the west coast later this year). Still, while some things are different, others remain the same. Once again, video rules the roost, with every presenter poised to play up their video chops.

100 million people. According to Amazon CEO Jeff Bezos' annual letter to shareholders, that's how many subscribers pay for Amazon Prime, the tech giant's bundled offering of free shipping, exclusive video content and other perks. In the world of streaming video, that number also means that Amazon is now officially the second-largest streaming video company in terms of subscribers.

Discovery is figuring out how to embrace streaming video. For starters, the company is beginning to license its channels to "skinny bundles" like Philo TV. Philo, and competitors like Sling TV and YouTube TV, offering streaming bundles of cable channels at more affordable prices than the traditional cable or satellite bundle.