Microsoft's Line-Up For XBox Video

Here's a list of participating providers and studios that will be offer their services and contents for the Xbox.  All of this is from a deal Microsoft announced earlier today.

I'm like ESPN, HBO, Manga, and BBC.  

There are a few like AT&T, Comcast, and Verizon that are participating. I'm not sure what they are bring to the table.  Their channels?  That would be good.  Perhaps, this is why Dish Network offered its Blockbuster streaming a week or so ago.  

And then you've got the old ones like Hulu and Netflix.  Now, this is competition.

I am trying to see just how Apple and Google will try to counter this.  I see Google offer similar services for Google TV.  Apple?  Maybe these individual services can be persuaded to write apps and stream their video on iOS devices including Apple TV.