Big media companies are all rushing to stream more video. And as it becomes central to their business the media firms are increasingly trying to wrest control of the video technology.

Take Walt Disney’s acquisition of a 33% stake in BAMTech, the company that powers streaming video owned by Major League Baseball as well as video services for several media companies, including Fox, Time Warner’s HBO, World Wrestling Entertainment and ESPN. That investment not only highlights the trend, it could accentuate it by prompting other media companies to go in-house for their streaming technology.