Melissa Webster, the VP of Content and Digital Media at IDC, said she expects Primetime to boost Adobe's bottom line.
"I think this is a pretty dramatic new line of business hitting the market at the right time—it's certainly a multi-billion dollar market," Webster said. The TV industry—both broadcasters and service providers—are in the midst of a tremendous shift to digital distribution, which she believes will boost Adobe as consumers move more in that direction.
Adobe also released some new data showing just how fast the market is growing. According to a study of nearly 20 billion video streams of broadcasters content, the adoption of TV everywhere grew by 12 times in 2012 from 2011. Perhaps most striking, the amount of mobile viewing grew 300 percent. And the ad story offers some interesting potential: pre-roll ads now account for 82 percent of all video ad impressions, but post-roll ads generate three times the click-through rate of pre-and mid-roll ads. People have proven far more willing to respond to a call to action in an ad after their video is complete, according to Adobe.
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The first clients for Adobe Primetime's new system are Comcast Cable, CNBC's parent company, and NBC Sports. Comcast has incorporated the tools into its Xfinity streaming app, and NBC Sports is using them to deliver live sporting events.
Adobe does face a wide range of competitors, who offer various tools similar to the various pieces of Adobe's platform. We'll see if bundling and integrating its tools helps Adobe gain market share.
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—By CNBC's Julia Boorstin; Follow her on Twitter: @JBoorstin