Are there 'vertical integration' benefits? Look at Comcast

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.

[...] it's adding stats, player profiles and voice commands to X1 and its voice-activated remote control tied to this NBA season.

BACK EPISODES AND MOVIE SALES

[...] recently, cable-based video-on-demand services would only store the five most recent episodes of TV shows.

Comcast also began selling digital versions of movies from its in-house Universal studio to its customers in November 2013 and later struck deals with other major studios.