Some 70% of households use a streaming service, with virtual multichannel video providers among the fastest-growing options. Just about every big media company has some direct-to-consumer offering in the market or set to launch in the next year.

New entrants and legacy TV players are betting on a live streaming video future where sports fans watch games on connected TV sets and open their phones.

Consumers are embracing streaming video, and this year's upfront presentations set the table for the big companies hosting the events to lean into streaming in the coming years.

Once limited to traditional broadcast news windows, or cable news channels, news has finally broken through on streaming platforms, with a number of legacy players and startups aiming for eyeballs.

Hulu's event felt like a TV upfront, with flash, breezy presentations and big stars. YouTube had a bit less star power, but turned to big-name musical acts.

A survey found 37.5% of U.S. Netflix subscribers -- about 22.5 million people -- plan to try Disney+ at launch, implying that there is plenty of room for both services.

While Netflix has established itself as the "everything service," Disney is preparing to enter the market as a place for higher-quality fare, including top-tier films and big-budget TV.

While platforms like Hulu are delivering advanced ad experiences, companies such as BrightLine are developing, building and deploying these experiences across OTT and connected TV platforms.

With their mostly family-friendly content and epic scale, nature documentaries such as "Planet Earth" and "Frozen Planet" have become must-haves in the era of high-concept comedy and niche dramas.

Apple TV+ will be available on Apple devices, and on third-party devices from smart TV makers like Samsung, and connected TV devices from Roku and Amazon. It will be a subscription product, and it will not have ads.