Adobe Primetime Advances Content Protection for Online TV & Movies; Named DRM Market Leader by ABI Research

It’s been a busy year for the Adobe Primetime team and on the heels of IBC, today we’re excited to announce that our content protection solution in Adobe Primetime – Primetime Digital Rights Management (DRM) – is now available across apps on connected devices, including set top boxes, and via HTML5 on major web browsers. Additionally, we are the first DRM vendor to work with Intel, Broadcom and AMD to enable hardware‐based DRM that protects “super” premium HD and 4K content across tablets, smartphones and desktops. Primetime DRM has also been named the market leader by ABI Research in a competitive assessment of the DRM market.

As the only non‐browser vendor that offers a cross‐platform DRM solution, we enable content owners to protect their premium video content regardless of what browser or operating system viewers are using. Adobe Primetime DRM will support emerging HTML5 standards and includes HTML5’s Encrypted Media Extensions and Media Source Extensions on browsers like Mozilla Firefox. Netflix is the latest company to join over 100 major content providers worldwide that use our content protection solution including BBC Broadcasting, Comcast, HBO, Hulu, M6 France, NBC, Time Warner, Turner Broadcasting, Walmart (Vudu), Yahoo and others.

We’re also happy to be working with Intel, Broadcom and AMD to enable hardware‐based DRM across devices that use CPUs from either chipmaker. Hardware based DRM offers a maximum level of security needed to protect “super” premium video content, including HD and 4K content in the latest UHDTV digital home devices. (See our related blog post – UltraHD: Coming to a Screen Near You). Additionally, Adobe Primetime DRM is compatible within the pay‐TV industry’s Reference Design Kit (RDK) for online TV allowing video operators considering using the RDK to easily leverage the core features of Adobe Primetime as part of their RDK implementation. The RDK is a pre‐integrated software bundle that provides a framework for powering set‐top boxes, gateways and other devices, and enables pay‐TV service providers to standardize the deployment of content protection. Here is what Netflix and Intel are saying about Adobe Primetime DRM:

  • Ensuring the right balance of privacy and user control while letting our customers access their favorite content without hassle is an essential part of Netflix’s success. Adobe Primetime DRM in Firefox will add to the suite of DRM products we use which allow us to deliver great movies and TV shows to the PC and Mac.” – Anthony Park, Vice President of Engineering, Netflix.
  • Our technology collaboration with Adobe enables us to offer a hardware DRM solution that delivers a high level of content protection while preserving device performance. Content providers from broadcasters to Hollywood Studios are able to take advantage of Primetime DRM on hundreds of millions of Android and Windows‐based devices that run on the latest Intel processors.” – Christos Georgiopoulos, Vice President of Intel Corporation’s Software and Services Group

Lastly, Adobe was named the market leader in DRM by ABI Research. The “Pay TV Middleware, Conditional Access (CAS), and Digital Rights Management (DRM)” report ranked Adobe first out of nine major DRM vendors in the competitive assessment. ABI Research Practice Director Sam Rosen commented, “Adobe’s Primetime strategy is solutions focused and addresses a number of pain points in video workflows, including DRM as well as packaging, advertising and authentication. Adobe’s investment in the authentication infrastructure (Adobe Pass) between U.S. cable distributors and cable programmers provides significant lift in value to the solution.”

ABI Research

Adobe Primetime provides the most complete DRM technology across multiple platforms in the industry. Our primary goal is to focus on the success of our customers and content providers worldwide in reaching digital viewers with the content they want to watch wherever they want to watch it. The ranking as a market leader by ABI Research confirms the trust that Adobe has built with the largest media companies.

Stay tuned for more Adobe Primetime news and updates coming soon.

Jeremy Helfand, Vice President of Video Solutions

About Jeremy Helfand, Vice President of Video Solutions

Jeremy Helfand is a digital media industry veteran with nearly 20 years of experience shaping infrastructure, strategy, and technology around profitable advertising-driven businesses. As the former CEO of Auditude (acquired by Adobe in 2011), Jeremy was responsible for the overall implementation of video ad management and monetization technologies for premium publishers and media companies. Following the Auditude acquisition, Jeremy now serves as vice president of Adobe Primetime, leading the global go-to-market strategies for the company’s video publishing, advertising and data management solutions. Prior to Auditude, he was the President of United Online’s Media Group, managing all advertising and partnership revenue including the launch of their audience platform, Adcurate. Prior to this, he served as SVP/GM at Advertising.com (acquired by AOL).

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One Response to Adobe Primetime Advances Content Protection for Online TV & Movies; Named DRM Market Leader by ABI Research

  1. Always appreciate to see all the improvement in the Adobe Primetime. It will very useful in digital media industry.

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