TV Everywhere continues to gain steam, though perhaps not as quickly as we all imagined. While some companies like Disney and HBO have given the green light to viewing programming over mobile devices—and Netflix and Hulu are following suit—a majority of our television watching is still done the old-fashioned way: in front of the television with a bowl of popcorn.

But the recent news surrounding Comcast’s potential $45 billion purchase of Time Warner—which still has to be approved by the company’s shareholders and D.C. lawmakers—might accelerate the pervasiveness of TV Everywhere.

“Comcast has been the most forward-looking on using new technologies like VOD, addressable advertising, TV Everywhere and in-season stacking rights to improve the connection between content and customers,” explains Michael Nathanson of MoffettNathanson Research.

Comcast already has an app that grants customers access to 35 channels and 25,000 on-demand shows and movies. What’s more, the company’s latest innovation, X1, allows customers to watch shows they’ve recorded on their DVR from mobile devices. It appears that if the company is allowed to grow, it could conceivably double down on what appears to be the future of television consumption.

With 30 million customers, Comcast is already the largest cable company in America. If approved, the acquisition would bring an additional 11 million customers under the cable provider’s umbrella. As the company’s TV Everywhere offerings roll out to more customers, advertisers will undoubtedly take note.

“TV Everywhere as a headline is one thing,” Michael Kassan, CEO of Medialink, tells Forbes. “TV Everywhere as a reality is exciting and seductive and game-changing.”

What this all means for the customer remains to be seen, but the future of TVE is an exciting one nonetheless.