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TV Everywhere apps let you view pay-TV content your way—whether your way is a computer, tablet, or phone. But it’s a pain to sign in for each app you use.

Adobe and CTAM, the Cable & Telecommunications Association for Marketing, want to make it a little easier. So they’ve collaborated on a non-proprietary standard called Adobe Primetime, which has two components:

1. Single Sign-In lets you sign in just once for multiple apps, including the one from your pay-TV provider and those from specific networks.

2. Home-Based Authentication lets you automatically signs you in when you’re at home.

So far, supporters of include cable operators Comcast and Cox plus programmers A+E, AMC, Disney/ESPN, Fox, Mediacom, NBC Universal, Scripps Networks Interactive, Turner, and Viacom.

To demonstrate the popularity and momentum of the “TV Everywhere” (TVR) concept, Adobe rounded up the following statistics.

• TVE offerings reached 40 percent of U.S. pay TV subs in 2015.

• Although Apple’s iOS operating system still sees the bulk of TVE authentications, iOS share of TVE decreased 20 percent year-over-year (YOY), while connected devices saw 31 percent growth.

• Overall growth in TVE video viewing has doubled YoY (102 percent)—a trend that is expected to continue.

• TVE is additive to the TV viewing experience. Since they began using TVE apps and sites, 64 percent of users report watching more TV overall. This finding is even stronger among millennials, with 72 percent watching more TV.

• Just 16 percent of subscribers are heavy users, using TVE several times per week or every day. Importantly, though, 30 percent of millennials identify themselves as heavy users.

• Four in 10 (42.5 percent) subscribers say they reduced their cable or satellite TV service, and 8.2 percent of subscribers cut their cable or satellite service completely in favor of TVE.

• Subscriptions from over-the-top (OTT) TV providers, such as Netflix and Amazon Prime, will generate $31.6 billion by 2019, up from just under $8 billion in 2014.

• More than 84 percent of OTT subscriptions will be made via connected TVs by 2019.

• Broadcast and cable content has the highest TVE growth year over year, more than doubling at 111 percent. Other genres, including movies, sports, and teens and toons-oriented content, also grew.

For more information on Adobe Primetime, visit adobe.com.