Probably either (1) they don't request another jpeg until they have the previous one on-screen (so everything is completely serialized and there are no frames "in-flight" ever) (2) they're doing a fresh GET for each and getting a new connection anyway (unless that kind of thing is pipelined these days? in which case it still falls back to (1) above.)
You can still get this backpressure properly even if you're doing it push-style. The TCP socket will eventually fill up its buffer and start blocking your writes. When that happens, you stop encoding new frames until the socket is able to send again.
The trick is to not buffer frames on the sender.