THE OLYMPICS HUB

For the Rio Olympics, Comcast integrated online streams and TV video feeds — what it said was more than 6,000 hours of programming — into its X1 cable box. Anyone with a cable subscription could watch the athletes on NBC and other channels and use NBC’s sports app, but Comcast cable customers could search for their favorite sports, athletes and countries, and see medal counts, stats and athlete profiles on their TV.

Comcast says ratings, though down overall compared to the London Games, were nearly 20 percent higher in the homes of Comcast subscribers compared than those of non-subscribers.

The company wants to build