Now that it has moved to streaming video with HBO Now, the company may need to rethink its ethos of quality, not quantity in order to compete with the streaming Goliath Netflix. And according to comments made by AT&T executive John Stankey-who now oversees the company's content group, including HBO-some changes could be coming.

Ever since Apple first started picking up original video programming last year, one question has been left unanswered: Where, exactly, will all this video content live? It's no small question either, Hollywood A-listers like Steven Spielberg and Jennifer Aniston have signed on to programming without knowing where it will be available, or at what cost -- or even whether it will have advertising.

Last week, the company launched IGTV, a new long-form video app, which will also be viewable inside the main Instagram app.

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.