By Shalini Ramachandran 

Comcast Corp.'s first-quarter profit grew 30%, as it continued to add video subscribers and enjoyed strong growth in its NBCUniversal entertainment arm, thanks to the Winter Olympics.

The company added 24,000 video customers in the first quarter, after losing subscribers a year earlier, although most of the increase was due to a change in how Comcast counts its subscribers. Last quarter, Comcast added video subscribers for the first time after 26 straight quarters of decline.

Overall, Comcast reported a first-quarter profit of $1.87 billion, or 71 cents a share, up from $1.44 billion, or 54 cents a share, a year earlier. Excluding gains on sales and acquisition-related items, adjusted per-share profit rose to 68 cents from 51 cents.

Revenue increased 14% to $17.41 billion, although excluding the effect of the Winter Olympics it grew 6.5% to $16.3 billion.

Comcast is seeking to convince regulators in Washington to approve its $45 billion deal to buy Time Warner Cable Inc. On Monday, opposition among media companies crystallized when Netflix Inc. said it opposes the merger because of the dominance the combined company would have in the U.S. broadband market. Comcast has argued the merger doesn't change the current state of pay TV and broadband competition because Time Warner Cable and Comcast's service areas don't overlap.

TWC has more than 11 million subscribers; Comcast has roughly 22 million. The company has promised to divest about three million subscribers after the merger, disclosing on Tuesday it was considering "a number of potential structures" for the divestitures, including a sale or a spin-off.

Comcast Chief Financial Officer Michael Angelakis told analysts that "key considerations" for divestitures would include structures that were "most tax efficient" and help "deliver cash for our shareholders," as well as allowing Comcast to "maximize our presence in our most strategic markets." He said the company wasn't working on any particular timeline relating to the divestitures.

Charter Communications Inc., whose own pursuit of TWC was trumped by Comcast, is expected to try to buy the subscribers being divested.

Comcast also has dangled the possibility of offering a new wireless service as it seeks regulatory approval. Such a service would use connections on Comcast's more than one million Wi-Fi hotspots and would switch to traditional wireless airwaves where Wi-Fi isn't available.

On a conference call, Chief Executive Brian Roberts said Comcast is studying the wireless market and is "encouraged by it." With the wireless assets Comcast has, long term "we are in a position to think about where wireless is going and how we can participate in a way to build value and whether that is through our existing products or it's a new product," Mr. Roberts said.

By adding video subscribers in the past two quarters, Comcast is bucking a trend. In recent years most cable operators have been losing video subscribers to phone and satellite-TV companies.

ISI Group LLC analyst Vijay Jayant has said in research notes, however, that the recent improvement in Comcast's video-subscriber trends came after a "heavy promotional period" in the fourth quarter, as well as a focus on discounted, "value-oriented bundles to drive subscribership" and "skinny" TV bundles targeted at younger consumers in the first quarter. Mr. Jayant said the strategy will give subscriber sign-ups momentum but "may put pressure" on revenue.

Neil Smit, Comcast's cable president, said the company's skinnier bundles, including a basic broadcast TV package with HBO and fast Internet, is a "good margin product" and has been successful in targeting millennials.

Comcast's video revenue grew 1.3% in the quarter, less than some previous quarters, due in part to Comcast levying a smaller rate increase than it did last year.

Comcast said it is focused on deploying its new advanced Internet-connected set top box and guide dubbed "X1," citing that X1 customers are more satisfied and spend more on services through the box. Mr. Roberts said the company has doubled the rate of deployment of X1 to 15,000 to 20,000 boxes a day from just six months ago. While other operators like Dish Network Corp. and DirecTV are attempting to create new, cheaper online video services to appeal to younger consumers, Mr. Smit said Comcast found such an "over the top" video model "to be very difficult," though he added that Comcast is open to the possibility still.

At the cable business, which accounts for the bulk of the top line and includes broadband and phone businesses, revenue increased 5.3% to $10.76 billion. Operating cash flow, a measure of profitability, rose 4.3% to $4.4 billion.

Subscriber growth in broadband and voice slowed. Comcast added 383,000 broadband subscribers compared with 433,000 a year ago. Voice subscriber additions slowed to 142,000 from 211,000 in the prior-year period. Broadband revenue increased 9%. Business services revenue jumped 24%.

At Comcast's NBCUniversal, operating cash flow jumped 38% to $1.3 billion, helped by the Winter Olympics. At the broadcast-TV segment, home of the flagship NBC network, revenue was up 17% even excluding the effect of the Olympics, helped by strong ratings in prime time ratings and late night.

On the call, Mr. Roberts said NBC is "positioned to end the full season as the No. 1 network in the coveted 18-49 age category" for prime-time and late night.

Cable networks' operating cash flow grew 4.2% to $895 million. At the theme-parks division, operating cash flow declined 1.5%. Excluding the effect of the Olympics, total revenue at NBCUniversal rose 8%.

Write to Shalini Ramachandran at shalini.ramachandran@wsj.com

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