There are a lot of BYOD going on today, and is difficult to provide content that fits all devices. What some content providers are doing is providing content using different variances of streaming technology.
E.g. Ustream provides H.264 content streams, Flash Streams, and utilizes html5 <video/> tags to ensure it hits a good portion of the devices.
Example: http://iphone-streaming.ustream.tv/ustreamVideo/1524/streams/live/playlist.m3u8