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.