Adobe is announcing today that Turner Broadcasting is its latest customer of Adobe Primetime, the company's multi-screen TV Everywhere and monetization solution. Turner will be using Primetime to power TNT and TBS apps and web sites, along with the Primetime player and dynamic ad insertion, PayTV Pass authentication and Primetime DRM.

Jeremy Helfand, VP Adobe Video Solutions, told me that until now Turner had been using a combination of home-grown and point product solutions, which are being replaced with the Primetime suite. Turner has been the earliest and staunchest supporter of TV Everywhere among cable TV networks, going back 4+ years to the high-profile joint news conference with Time Warner CEO Jeff Bewkes and Comcast CEO Brian Roberts, announcing the initiative.

In addition to the Turner announcement, Adobe released a set of new Primetime analytics and cloud-based DRM features. With the new analytics, customers can see time spent viewing, start/completion/abandonment rates, and a real-time quality of service monitoring (see below), all across platforms. With the new cloud DRM service, Primetime customers get all the same capabilities as with the traditional local DRM service, but with the advantage of streamlined software updates in the cloud.

Last but not least, Adobe is seeing significant growth in TV Everywhere usage. Primetime delivered 29.3 billion TVE video streams in the 3 months ending August, a 124% increase year-over-year. It also saw a 7x increase in unique visitors to TV Everywhere sites in the first half of '13. In all, 16% of U.S. households now watch pay-TV online, double the level at the end of 2012. Jeremy believes we're at an inflection point as the authentication process becomes simpler and more content is made available online.