The number of pay-TV homes accessing TV Everywhere has doubled in the first nine months of 2013, says Jeremy Helfand, VP of Monetization at Adobe, during an interview with Beet.TV. Adobe launched its TV Everywhere platform, Adobe Primetime, earlier this year and now counts more than a dozen major media companies using the platform.

The amount of authenticated content grew this year too, increasing by 240% compared to a year ago, due to more apps and more consumer awareness, Helfand says. Tablet viewing too has risen by 150% this year over 2012. Challenges remain and they include making sure programming is available across all platforms, ensuring ease of discovery of content and rolling out dynamic ad insertion broadly, Helfand says. Adobe has been working with Turner to insert ads into live linear content.

For more insight into TV Everywhere’s opportunities and challenges, check out this video interview. We spoke with Helfand in New York at the TVOT conference.